Marketing
November 13, 2018
Mulberry promoted its autumn/winter collection in Seoul. Image credit: Mulberry
By Sarah Jones
HONG KONG – A luxury brand’s DNA is now more important than its country of origin, particularly as companies have increasingly global footprints and operations.
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