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":"20c9b749f44efc58534dc3adfd79a3af","s":"bb3f1417a25fd29f"}
Share your thoughts. Click here