Why luxury brands should rely less on aspirational consumers
Posted By a Luxury Daily columnist On In Columns,Featured,Opinion | 3 Comments{"ct":"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","iv":"db1d7281f5f060dabbd3f69c57d7f64f","s":"f86eebc9b25be442"}