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":"497162e5e3b6e0ff02d74a7851b752a8","s":"a730552bfe5c0af4"}
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