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 Bya Luxury Daily columnistOn 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":"351f2cdc0e776751a0148114855169f3","s":"49054be44d5ef695"}