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":"4f7e9020368e99c3771bd556089942f9","s":"034746640b0b5574"}
Yuriy Boykiv is cofounder/CEO of Gravity