Marketing
September 9, 2022
Niche brands pushing a feminine French aesthetic are winning over Chinese shoppers’ wallets with the help of savvy social media strategies. What is next? Image credit: Rouje
{"ct":"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","iv":"03c9885d8e31343a96223ab884bf5ad4","s":"68d987d3dc8aecbf"}
Share your thoughts. Click here