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Why Livestreaming May Not Be For Every Luxury Brand

E-commerce livestreaming has attracted enormous buzz for its potential to drive sales in the current environment as well as in the post-coronavirus future.

Why Livestreaming May Not Be For Every Luxury Brand
Dior’s January 2021 livestream for a Chinese audience saw mixed reviews, with some viewers criticizing it as boring and out of touch. Image: Weibo

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