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":"3d5c7ebc032411ef7aa7a508adc72a16","s":"dbdfc9d2e0d969a0"}
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