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":"987c76faddb409407eef95219122e615","s":"6c9d19495819ac61"}
Share your thoughts. Click here