Retail
March 10, 2021
K-pop girl group Blackpink for sportswear brand Adidas. Image credit: Adidas
By Sarah Ramirez
Luxury labels can learn from how mass-market brands pivoted after the COVID-19 pandemic upended the ecommerce and retail businesses.
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","iv":"3f0fc800dc0680b39d5915e277ae7951","s":"1099e9b5781c3280"}
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