Marketing
April 7, 2020
An Eric Valli photo for Louis Vuitton from a 2011 campaign shot in New Zealand. Image credit: Louis Vuitton
By Dianna Dilworth
Many luxury brands are relying on their archives to communicate and engage with fans on social media as campaigns are put on hold until the economy improves and photo shoots shut down amid coronavirus shelter-in-place orders.
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