Why luxury brands look to affinity marketing
Posted Bya Luxury Daily columnistOn In Columns,Featured,Opinion | No Comments{"ct":"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","iv":"0d7ac906e09973dad4951e7a964cbcb7","s":"230e6033c5790955"}
Rowan Kelshaw is managing director of The Luxury Network LA