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":"2de28aced69c61b269c019f292311110","s":"be1d68fe058ee782"}