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 Bya Luxury Daily columnistOn In Featured,Industry sectors,Marketing | No 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","iv":"9367c1b7d560f7f154bb939045461460","s":"6a7c72d590dfa8e7"}