Marketing
October 9, 2019
Kris Wu in Louis Vuitton Horizon Soft luggage campaign. Image credit: Louis Vuitton
By Sarah Jones
China’s millennial and Gen Z audience is looking for brands to speak with them rather than at them, as a study shows they would rather be influential than feel influenced.
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","iv":"73c8ccf5dafbfbf484cf35e469541e64","s":"9f3cac69309fecc4"}
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