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":"c3ed6077086747bf76143d8bb0b2ac50","s":"3e0cebd0f321f09d"}
Yuriy Boykiv is cofounder/CEO of Gravity