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Luxury brands should tailor marketing techniques around the world: BCG

December 16, 2020

Vestiaire Collective's Vintage Mania campaign that recognizes the vintage fashion trend among millennial and Gen Z consumers. Image courtesy of Vestiaire Collective Consumers' views vary widely from one country to the next. Image courtesy of Vestiaire Collective


Brands must deliver country-specific approaches to meet shifting demand for luxury goods around the world, as the attitudes of consumers are still localized and vary significantly between East and West.

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