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":"9149363cdc3c60cf84dd10f1568d3650","s":"b90569e842ab4687"}
Share your thoughts. Click here