Marketing
January 14, 2025
A dedicated pop-up that reached cities including Paris, Seoul and Shanghai promoted the signature collection's anniversary. Image credit: Boucheron
By Amirah Keaton
During a year in luxury defined by a worldwide sales downturn, many brands leveraged powerful messages and immersive experiences to assert their relevance and reach.
{"ct":"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","iv":"84207a399b960a6f33bba21013687859","s":"a77d9ede98446f39"}
Share your thoughts. Click here