Brand equity and storytelling is no joke in the China market, and 10 years from now, it will be standard for successful luxury brands. Image credit: Louis Vuitton. Illustration: Haitong Zheng/Jing Daily
Luxury 2030, part 2: The rise of purpose-driven brands
Posted Bya Luxury Daily columnistOn In Industry sectors,Retail | No 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","iv":"83051ae75aeda026f334968aa69a36c0","s":"1cfb883c2b24a0a9"}