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Business trends

Luxury brands go digital in China to cushion coronavirus blow

LVMH, Hermes and Kering hire online and e-commerce specialists

Global luxury brands are hoping that online sales in China can ease some of the pain from the coronavirus outbreak. (Source photos by Reuters)
NIKKI SUN, Nikkei staff writer, | China

HONG KONG -- Luxury brands are turning to China with aggressive digital campaigns in hopes of boosting revenue as the coronavirus pandemic paralyzes international travel and keeps brick-and-mortar shops shuttered.

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