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 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","iv":"64da2053b846d06a382d8f640fc46a05","s":"b93fc664102be440"}