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":"fdaf4f8df40e9cfed7f775d3f863edbd","s":"55ecf69bc3cd165e"}
Yuriy Boykiv is cofounder/CEO of Gravity