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":"1a64e48da3aa2ebd925c5a47aa9433c7","s":"3a0c83eda5d1c113"}
Yuriy Boykiv is cofounder/CEO of Gravity