Fiona Florence is managing director of JDO UK
Luxury brands must focus on destination in ecommerce journey
Posted Bya Luxury Daily columnistOn In Columns,Editor's Choice,Featured,Industry sectors,Opinion,Retail | No Comments{"ct":"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","iv":"cf68b16920afbc2e7e8e10b10ce06983","s":"7341ed8cdc4bb0da"}