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":"3289c08834df82bbe5be508b96d52ea5","s":"ee02d6e0430b2760"}
Share your thoughts. Click here