Luxury is meaningless. Or why millennials want more than just a brand
Posted Bya Luxury Daily columnistOn In Columns,Featured,Opinion | No 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","iv":"a022d8e183c559ce567f4ccd90f712ad","s":"8d461da131e3157f"}
Yuriy Boykiv is cofounder/CEO of Gravity