Marketing
January 16, 2025
French silversmith Christofle used humor to advertise a limited-edition collection resulting from an official partnership with the French Open. Image credit: Christofle
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":"8050fd1a44f3238fdac5702a1c341287","s":"ffec77498d7ac3a7"}
Share your thoughts. Click here