Why luxury brands need to get personal with today’s digital natives
Posted Bya Luxury Daily columnistOn In Columns,Editor's Choice,Featured,Industry sectors,Internet,Marketing,News,Opinion,Research,Retail | No Comments{"ct":"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","iv":"1a6f9ae5f59a4b2f75c4cf5f9320fe79","s":"b949a31ce143ea40"}
Katharine Biggs is marketing manager at parcelLab