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":"e894ad57f117814596b50a9b30820d9e","s":"bd74edc47c0aad5c"}
Yuriy Boykiv is cofounder/CEO of Gravity