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":"1d279a1deb1ed6cff19958071676a722","s":"4051c2661f0e9121"}
Share your thoughts. Click here