Musicians, who young consumers see as leaders in authenticity, are now launching lifestyle brands, such as Rihanna with Fenty and Pharrell Williams with his Billionaire Boys Club. Image credit: Fenty Beauty by Rihanna
Why your luxury brand needs social currency to survive
Posted By a Luxury Daily columnist On In Featured,Industry sectors,Marketing | No Comments
Musicians, who young consumers see as leaders in authenticity, are now launching lifestyle brands, such as Rihanna with Fenty and Pharrell Williams with his Billionaire Boys Club. Image credit: Fenty Beauty by Rihanna
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","iv":"9e5b5752ca4fc4929fe738fd48f04abb","s":"2cc291d8c956bce9"}