As the business of luxury shows swift signs of a rebound in China and beyond, luxury brands need to prepare now for the next challenge. Image credit: Prada, Haitong Zheng
The third wave: After COVID-19 and economic hardship, what is luxury’s next challenge?
Posted By a Luxury Daily columnist On In Featured,Industry sectors,Marketing | No Comments
As the business of luxury shows swift signs of a rebound in China and beyond, luxury brands need to prepare now for the next challenge. Image credit: Prada, Haitong Zheng
{"ct":"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","iv":"e9c35fa983d8333fd68444f39028c31b","s":"f6b8d48c880f73a5"}