Marketing
October 28, 2019
Every consumer is now an influencer. Image credit: Burberry
By Sarah Jones
Heritage brands need to modernize to reach the up-and-coming Gen Z audience, since this consumer cares more about being up-to-date on present trends than the past.
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FtT5ZtPk+SBk+AtkvlxJIasz0go8cFiq0cFBKZlDGqBTDNH0vbYZG0V6z+6J6EkVdF5h0678Dta3A7H2ktEtbOCvkA7Eh4ecYUaKwkQzGhnU26F0N814YGLkjgWwxN9c+4p+GwxS5CvX5Ym8wC2iiVFFhyMms9iXAeucOu8a7l\/ynTPENCs\/+g3cD5RfMYSfTIRV78mla6tj1Ff2QLNS5NG1gY8S5tndRkGVLZz2u7t4peV2+9ca\/4I8t3fhOq8RUnNzI\/aE71oxEUHGaW7aApKVFfj8EaRc9pe26rrvU4WaqpDOvCpaMD7X528Q+K20Xh2WftTSrHZmgsUav+T\/2qM976H7Opn9kg0kdGsjnkl1BFxSP33Yvl5hikh34\/ZRAGUb4WQuXGwoEuOsXeXptlmjgOzaH7NG4poTxQk2iHZdAVTooOqEQrqfw8CloGy1hFZZdNLOOgZdcwNo17YiPof5YlMNE+uyBsTKcAf5ddXSDFf6530G66HS2jCVsY74VPj8nI22k77ArEBB5I\/736YlYAMa0UTvVvaQz5XJfJSEONhoxC6kdwU5Bnb8y0\/uMqhbcZVLKhVaDYoit2oa91L3l20V+QFQH40KbThi\/w\/dsyjJhTurD+75WLj7ddfhqEQvjIZtFkvkST5R39J9bvhF8z1O1FInV40rdPnziwaO0XyY6my6YV4bz3BJ4xrqiokRLbWoB\/67yOTU0CayvNkk1zQMfkeVmPn5meCApB7CqvPMUCL+iXMEi3qroZ2Vqh\/pWQ\/0EWntTj9qiNnsPb1Gowu+32UJhoE4LQ3w4tmAMRUEIV4YLOt0H\/aeW+ueUpWINnyu+0oj5qcLIhdPLgVnt2h3u9EwRRsf\/w1AlLp3pgOitT5aOMAT\/SV3V1x2Xnc\/gr5QfBdss3qUkEBwLMWtBKTFL6f7nf8mlLnloka2IUtO39a6RruxAi\/hvoIzqhqzwUei5bmc5B0WHZ4vXFF2HLk6KwzN11Z5VrA4hh1KUGFp47f4IXGRUudSDer58DewCfAFgfYtyxypI\/cm+ZZvsKyBa4Ov\/zC\/1WF1IUFmX7FiYc9L17XrIXCGr5Ot7isbqJaffwjpSxcPIVWmzXxcwk3IdrKz+MCUISDA1h1ir8cjsiLaA88b36EBXKU78aI3EkJ3iuWRWZiHqvsEVUqt05UdvSGis13LGzWVLnIrnirvJ5wLqtjCHVmtkYKsOVzty686jX4i6Xa83ls3d8cd7RX2eOk3msJ9\/2ceR2+wGnc7QD3Sh7a25FCFYAY+dl0pE19RhP6FZzOmSkEbfTw8yiDAZRAyGP8F+FUTYB1CXC+s186Mu0wDuTckajTz+ynpdejmokMcf4GVjFBws7Qw+rOkcxSeG9WleaYAT\/TbcV0Ad+qWuQykf8BaAYTGwi5kP1OkFYX1d5CSEyhZZbNY\/6J\/gE8MnfcIhCCmyQ0oSpAX6vyGsP0SAtLIkrztRhK7AMls4dvHRRoLWOobb66JI4OSSY\/\/1AnkTNtu1rQeLdpWEvqWksC9VInhbNZ9y9h\/J3knc30l6BW5v7AcejP+ulqRrpsiMgbv2oIUdumbDxJUdApe0MiJLGS6zHRobWhGt0P5sc+UN5T7hjnYXM\/gNzy4vc5H4NWrLbMCnmNjoQbBs9rIzlClGcfOJi1T37w1lnMGDfH+sJCNIiTNdWNWp5lH+V+YqjsnRv6x3XUBs0gOKpVHv5R+gBPthUIWfkvDm69x2sVKHqZGUjFDzHF9dKsHIB\/u5IozWXtuVw\/A7JGWBopBaHHITMkk1E545xxdW+AoM7U1BOA\/Vja069k1t29bPgNDybKYUWaJJ+QVqxCS368bD91eFSq6yMm8v600Eh+Fng191\/8q6RJ37wO1Co2hUYYKCXp2P9hNoCEcxMV\/oUbuznZ8ApXiqY3kQ5u8W2EE+TQi3gNoES5bHbUK9FU3ltagiLuUxmiBdBklLnyMiiEL63bYWFvC+K2AFhAkCnBc7owGXxOAUWv\/zb6vGok7vUyAPPJ3wjdWziTnIQY9nGfKcdCwiAZRjrquAPhLn\/QN\/9GK\/JNKrLxtYX7VHUmBxggdq5W6XPqB7oHpvvSz2JgwpP9n5qhpyRlTf3Ra2nbrX6fPAgdw7bkU27OP+f8FJeM3vBE1kZOx4+J8gSUiueYo5CD\/6E\/0Aa7KLRJzlX\/mNqxFtRNIiW5w+y0fiERBIpiKlO8CIYjAYwHgQGzh2eTXKrcwhSySeRjiq4gpPZ\/jDfgOJK77Q\/\/wJ3afUNo\/3+1+zhqhXAhWuX4E2yyttrB06mtzZywkXocAwy1ZlQd8bd0xTBy7ziORUtliDaMRDJbGEVbzvmc1m3orIyQ8fWQpTCi8ArQPhsFJPGUZXj4\/BT\/VhSfkVsg9F9g9Pzy9D6vcaQCoJ2+cZNisWJGl8HRE7Vo5ND7kEygSLIY2cTbaYLjMqvQ61g1ego6FXxomftduSXZHG8gchMCWXaAq+AuG+5vh2aAQ3iLAUjS283eBSAjhAzjO3nJcDi+RS7mmmk\/k0L9ayhzZYU4Hg2CeE5u2f4ATISD+t4oo7vosTOFc8t6tENemjHzrQDNTJJaIDHBVdHHJTNE+x3Z28VmjHmV\/kMvGH86xkOm+1rqGPo2o2CYpyFff3Em+Z2vmM4n9NzAdTGFutcjdIzSloMolzamIW0kdDvKd9oH+WisFJ3TAwo7WDvvtH3D6nnK7P3Af6clo7kZsos4HO7hWQvmDIH7q3o4M+CPOPgw59cmGs8rGJAEv5cAvUL86pTHohkVAj1yxhz+u5fTyeAvMRnXPWAij8aoZADg+Xv8dbd+wccL4m7ab80a\/xt2gxEqoMuRsgCF9sdlSS8eo\/S5tW\/KJVjXRqVfBdWatkaO9oObnUelgzt5NhF9NenJLFMZWk8ElDd78uEUwaiAyQqwd2uHgjPfaKktLoYEDAyH\/5mWN0mTndQrgZ1mLhbmxEGnkfbmCqfSZXHyU4d+htljXjmxX1Nzzl04hw6ixPW0EsU2vJxtkr2DfltaBzoW5baD2jclBxx\/mmv2hPFtHuTE+M3lQtRpbCi9ZVfknTCoan5T+8\/JaYs7KmqmJBiHgOuvD5+B99MKgIh67DPd7r3ps2PtOCav5wLAGQferOz+oZAEsp1hBJw58codhrHX3HRdbB1jSxi99pUPOV15Kcn6fU9NGdrq9QqtX\/Tyd+FtIdiGTMIZOwCpxhRpp10fQ5lqdqPfd+10ZNgMDlkB\/CtXLUzQd9AsMTdvY4wmK1xzDpoX70kw0or1d9mzEgBXfAOMaUEbLpoZLUdxTEAo9VxJKSo4zimo4z0KgLUZRH7W6UUXqxELSxdf16760h79fjcxgTEYkyMJK+vFgu4l40zw9Yo\/mWzKOcFoMvDB57ckajER8N4TJFxryqjPgwkbx1UN1f5ORH4xALeJ2E8fzp1iaPPiYkoegWwKW0r5vgxoWi3FlxOWP4jqB2rt282dNv3UxY8c4\/UL7jvylWb9wlTSh0aEa\/JCoCAAFQnKdJM\/6BW8Gm49QiaU5jiI7vvw7Zgl1qo8HrU+7GdpMsSwPnDiKmrRNyyKBP1xBWaSap+v0smIUz1gApKNfGDyNLKDSS1JBoiYjPpuHp1FARVM1hvOeie4iROjTtL0ldEQDuyDHsYvoDsLZk9fxc0HZErY3YT5TGYMG161XA+oO4GwAKWy+875RkzxZzDaYJLVUF0Rdml8xVaEcnIrdv3xf92eF5KxNkGK5k044yeMinjji9rPl68bRS0t\/a+ZK1pNbKVSDASwXBncltrU0UYHbNuD4OYb93E5sb8FJjdWUOnnH35to0hqrz8bhbhp8MM7wJqdZ2mUWM+Ddeouv2wb7JhkyqZupvJqkk7q46g\/Fnda0xUppMDGWxt7bgg6XdVG4Hu\/GtGq11QnHWZiXTq0z06k7w43h1MTkY9iWM1FuhgFIHI8\/slaayIh7kbSXxZImKEGXqMtN3kNeJ\/UtS7PBMIpCgUZU6ONayy\/2BTbQTZ0PFg\/naqOt\/\/e7Iu62z1gh4zn0JeCu1jIR0BgBTgnF82P5PgxL+Eu0jGNQe2O7rTeusU4HRus4GRfGJVaAa72z5EJWKDP2GK4IkJa8MH0+qb0AY7IQN+TYzHu1vmp9pu8MFMMRzNV2jbPdJ0vU3RuPFWYim\/KpL0cX57RU1w2WfygBs8+mpq1LYEsF12ZaFXkeqBXpnFW52\/cK7g+DRWaxAilXEGTS7niYXmeV8QB58p7DEQOrCmmAqtJyv3fj5Xo0186TmtN0VsyWuFYalmrre4wgMNkfIAW9+13ZVVVKr3g3pBDskLaaensD4RxMVXlU3E5r2CmjN9co8gQKyDNPj6bqIETQ5ix867OXdIGQ+7ttxizN05ysMdmEx8MS2lDpvZhGALhixAziG4WwYgDVGzddXjzJzZMx0RFf84Bd4p01q3NLfa9to65GNhQHENwQSSBQB0KeRJRa59pK\/zUYHutd\/YzZbM2UvbrvihXLWUk0OLzrE0IkFT9TVYL2qldKBwhq\/4uvNNnG30DnMMaSOWRaQ\/1HPXs5ObkDLLK6B3VtSzDY2Kre8vxNLEJqcB9rxSjY3rgTZP5x87\/BSOWKsSONpQ13eoT4ih1OvKLWsWVU1QiRnIaaMSl9HFZFsEPXM+uTI+\/b1ZhGWXq8x8Uptr7W5QkoYfZ2MiC7iGN933vsJDcNdvjFp31hS431BhugVwmKbOEK539F2DOL+7J0zYUPSt7JMrowgUuQOrHKUTQ5cESFU5CQjqyIhqMzVfXB7POtUoQVrlYl1RNzPhPAfWB9bdH9tHfU1cmp69Z8uI3rkaCbPw9nKjaJKSnkVclGqMqTByLbnNTdEsy5BExhSwDYQr84ycs7UREy3wPbaWM+Bhw5ExDdv4LBhkc\/4bTskP414FETdaUiYPEhP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