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":"05450dfd58381ed9145f0174fe5d184a","s":"efadf07d0ea305c6"}
Share your thoughts. Click here