Why luxury brands look to affinity marketing
Posted Bya Luxury Daily columnistOn In Columns,Featured,Opinion | No Comments{"ct":"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","iv":"9efdcf7aece45eceddbb11bb34a608ea","s":"0d031ee9ae45bcf2"}
Rowan Kelshaw is managing director of The Luxury Network LA