Why luxury brands look to affinity marketing
Posted Bya Luxury Daily columnistOn In Columns,Featured,Opinion | No Comments{"ct":"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","iv":"14a80669b9224459a9fe2fa8e1c3276b","s":"bdc1c1df30659e24"}
Rowan Kelshaw is managing director of The Luxury Network LA