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":"87da84b71c379bd8feaec841207d9cc0","s":"0ba54027fbc75d2e"}
Katharine Biggs is marketing manager at parcelLab