Gen Zers value nothing more in brands than clear values. Hence, brand storytelling has become more critical than ever before. Image credit: Shutterstock
Why do luxury brands misunderstand Gen Z in China?
Posted By a Luxury Daily columnist On In Featured,Industry sectors,Marketing | No 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","iv":"94d4ef9ac713182115ca200ac81f2b0e","s":"ddba810eec7b0800"}