Why luxury brands look to affinity marketing
Posted Bya Luxury Daily columnistOn In Columns,Featured,Opinion | No Comments{"ct":"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","iv":"0eb4fe11946e2217ff8aa21b971177fc","s":"6a096d9048ef95e0"}
Rowan Kelshaw is managing director of The Luxury Network LA