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":"c5ea451db5c51632ee8c097deb0eaea4","s":"8907f343eea24b9c"}
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