Marketing
January 14, 2025
A dedicated pop-up that reached cities including Paris, Seoul and Shanghai promoted the signature collection's anniversary. Image credit: Boucheron
By Amirah Keaton
During a year in luxury defined by a worldwide sales downturn, many brands leveraged powerful messages and immersive experiences to assert their relevance and reach.
{"ct":"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","iv":"f7d76f1c92d22b217952df0f5ab035e8","s":"9302e65be281f761"}
Share your thoughts. Click here