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":"29958bee25ab6674501ed03797782898","s":"525fdbe619171fa2"}
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