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":"aefae24205c610b698943e18909ad41a","s":"e85f4708918b4db3"}