Marketing
January 18, 2018
Supreme has been successful at creating a club. Image credit: Louis Vuitton
By Sarah Jones
NEW YORK – Luxury brands should expand beyond experiential marketing for goods to focus on curating branded experiences, says the president of Vice's Fashion and Luxury Group.
{"ct":"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","iv":"abcaba01cb24425bc18f04a63b13951b","s":"1f3d3a254f4372b1"}
Share your thoughts. Click here