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.
{"ct":"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","iv":"004b0d9acdf89d2924a120cfbca72c4d","s":"cb45493ec0cb6b0c"}
Share your thoughts. Click here