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":"5122c681c2e913f793f850a0ab3e5fce","s":"b8ee6516f317d7d1"}
Share your thoughts. Click here