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Brioni Bets on China’s Luxury Menswear Market

Brioni has refreshed its image. But despite localization in its decor, the products don’t engage with China. Can it pull off its ambitions of expansion?

Brioni Bets on China’s Luxury Menswear Market
Brioni has refreshed its image. But despite localization in its decor, the products don’t engage with China. Can it pull off its ambitions of expansion? Photo: Brioni

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