Why luxury brands look to affinity marketing
Posted Bya Luxury Daily columnistOn In Columns,Featured,Opinion | No Comments{"ct":"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","iv":"cb420a8fbeaf19f5bdb5c3386ea31da5","s":"599fb1e16dc55398"}
Rowan Kelshaw is managing director of The Luxury Network LA