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":"6287576641cd9f2adec883daba15f67d","s":"0035312c6d9adb84"}
Share your thoughts. Click here