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":"75eab78801346760e6933e614c7d3ab6","s":"b8dcf106076f45e4"}
Share your thoughts. Click here