Luxury is meaningless. Or why millennials want more than just a brand
Posted By a Luxury Daily columnist On In Columns,Featured,Opinion | No 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","iv":"f83231b12b22a97f22e6ce5cc11c53ea","s":"1b0ae21958b22cd6"}
Yuriy Boykiv is cofounder/CEO of Gravity