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":"4e49fb8119f5b3d8f321c105851a69d9","s":"1d2144ed7e6afc7d"}
Share your thoughts. Click here