Marketing
January 21, 2022
The 1990s are back for luxury fashion. Image credit: Versace/Walpole
By Katie Tamola
As luxury brands look optimistically towards the future, marketers should balance what has worked in the past with more contemporary values.
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tUNIZWXeBA5DectrBEA4IxRg5f1zURCAV2z2tgElQ+lk\/KJ10SKwaEwDzMTowoESNRbVkDK\/8kiiDUhj8L7+Ouy5K9P5hA5xhQP6StCBv0QEvnANKlJazqEl46QN+z\/153kloU66ei\/l9SXYEhdjr9xC4j\/3QZbbL8fHkp8Wadn3IHIn06qxCeGXTEpmqwcHaTes0txGSDF3uvSPlpk3rU+W3\/6Vwm\/+SDqTHhxJzPtRQ9YnBzl30U97vwrGi10JZOMxLKgUnx6LbRkzTwqee+sEID2Xh+g5vG3D5yFklW2Sp+kOsHBliyLJeBuAc7NF5Hq3spliCrMHHiFP0SNQWArN8U5cAyVs9SXPRrrdzqVZYQgfQlTyEP9\/j2CKl5X9ecD9Re5by3uza6119G2nhIc1jeateZCqcZuk\/Xc4WZy4QvmAz0FZiNqQOifXSL2+P3tv0cB\/WFGPk\/0r+6FUfrluKcmIYgvZD76LOpw7PYtAJPxhP6JEuksFuCAdAXXpukj3sGJN17CgxNQowyD6E4RIsrQVqflZuIB4ExQwahpcmlMheS38ImxpCUu6dmWQV8wnC1akSnHIwTXJ9mexS0UWwMmH4\/2Dd44B99bbsh8d0hXss1U+Wsqd2l5VdhdVW95qtDAWM6IfiWl4OEy6mklb5RrexJ\/QAOCn5nY14akAyxXMTK8ZVf1iAujbuBgpeCTvUiRtRfkZs3lyqLoamNtuu3QwDJMnHTHTDyrMyYe6mLfoXW3oa44hyLePtqVafHugoMrPSWbueFOIFdL77bHzuqGKGLccYf6ndS0aPvpRy4O3QHw8lGdv9ZoiFCSNlaTWOBG6h4Ez9VzMHqqca3hoz3MwPUw+ZGsrGzP4fvsT6PemY3g4czs116YWgp8\/u6zLHoC0kt\/KdIcujdx+LsEON+a2Ljx\/IqtkJckykauZvvCWWoEW1LCBbzqG52igXIwMBd45br8enl4+S0y\/O6Qj0C6hcGuq\/+\/mEi\/HK7tGAVIUH3G+P8vw8JLLI5AJJI6ochDlM8vuHBd9leKWhUg9ZKVcwNmRI42yEIxhojK+tXlTxfUZi4jt0JVgxJwxQ7SnCBZaz3RShOn1iLqSbtCvYZ08gJ\/ZXOpNh+BTLXswysaTYR3kBdRzNlRlayegWjKlW5bbqMldltROSAOwrsDxsK8QrhTEjyVXr4rSt1ayjWqfsakegkKF8CB372n2jVasjD0xlv42j8pvssmeEiqdPNxnzuDs6WZvTBqag0LZQRbf2ulIa4ErS43jYo9BexUTzkYZoKD4MeM\/S5QV3ofBWRnFeB2qwY4uT2FCt6Zvl5+s49OcXCQLL3wekpYYaIoXm34GH23pRtntKUIqo72xjXc2BbPsZE41MGzRYHkYvlK91YU6cN+FYzJY+vjvpPinBHdKq\/o+nmwWHbde4FeC07F33YFFJNIFeqaK8Ji1sRydjDJn63URlbpA8CXaJaQMKBze1gRwm42UcyJavuDBsVOUgV+\/YdnfuY0n8MMXnu8h2zjApypcOrARfoUu+pDRGq7t+XWPuh5yNxSU77A99sQhc2LECdbyllFnuTzSCpKLeGk9PbSAbmnhlbj4S7PYCIjZHVuPpLe1om\/oWXw1U0lrnw25lkmKrbygKHxF4CJO99ETqvgDzd694XyB9vcutCmLNumlc1tp8gh6i65M2Q8\/ZvI5CQhhvWd3ibDjQqTQzUNQcYVKpjquIFyNrnSCuK1pTliBOeRnMqmX3wOIJ10X4tTp9YfZboU8PlVlzAgBtAYJa0U09PclgJpDOjkQmEnncowrZkFKwLHM33bu3I\/HW1Z8iwjwRxpSS\/sMG7c1Gcxar1REovuVBSWnvZWGtPbEIcXN4oYqQhPQHUmxBPKT\/nk9x4\/KMZGPt3uV5YVo6eilCGxIb0p8O6IRSjxEvVxSE8FKCg7\/9Vg8fzwml4wt2y8VSukQpMARGDbw\/\/eFJjKE+LwrsgG\/efmawIc4xS6ok4F+K10LSEhazeJS7KvRdHkvvzi4K2QnUeTD0v3dlQa\/sqdJt9IZBP60Kwo2vxzyBKrpWmqTXMpZLshJOIA0RUSupM3zbnYutWCl2TE4159QH8u+uD9CcTRknWmSxD2aqvs\/JUepkd\/41g7xiKaPsfzTFFCiOJrmn6DDI2QRbq1eRYffHTSUAcgN4Z05DfKYUXaB4+wrxMYUVEkwzdKNRUzRx6KGSN9qme58T67jc\/9jnxAviscrlAwG9IIWQHH3TycBYHqCUIEQ1CKUiudRw\/ErJKisuwdobhQfzl6n7T6jyJ7eqvF\/81YezZvqyeATLae5gNOJvhEU6E\/StdipPoyyZoicXkcXLPQMeNFT7fHErj1DSqwfDtiOW25\/ixd3rxIVFSWhowtwO40RMOCiqaPMjhc1JamT7TjpWCxXcc6QWkGOjO2ccxjeRl2oF2LQAhn0uMVr2FztxeJkX\/cB9ApEw4GOmiyYJwl8SYgDY\/v6iB6t9dYOiRbjNJXvJikb0I1wNdsz+lb+VN91kC3\/4SyrR+IJLHuItMQwweFiHsADiCCHMW5CUVRGVimonyUmTg7wDNscB0q8WiTuJ4bOBnmn8UkqUxsrZIhrv8j0\/8QgEF\/8C8Wg3BiCjlF8zg41Pumw9K157mEKh12ZjV4IrIgwp+WftwmyTQhmc1htITAGS5tG5hG6m1PaGqFi8bEt6xxi6V+Kz9nZn3YUdehOSsNdOIfWtlDqLPhW6TOO7iHJpma9L5HWapA0BqhKY5aoIFd6fZeGW1wwNlp62U2\/ZTuCLLChQViSOSfr\/uZOQ0FhJN2u17LdcKC+DtBJARY+wlsizFHQOy93tNGvan1kN5\/ov5VmNqWy7AxmBpEDFT2KHBmn4KdhwiGWpI+iiPvpaPTnSYa5IN2ZjsYqvHOmxD+qly\/ydeW+iepK4+1JNsEmVCWK+BcLuKcojOZN\/cRBN2mqKlJwSh2CNl+NuD73gIwDd4BN1rrWvBaXO9c7NFAWHuYmw5e9lv+7YsXurVnVjHcoxpCdiypscckCxFf0sqAvkKgNwYQd7xRyPI+1aFHY5zu\/IaWpqB80cKMQNH886jyzzwfb2Dit9tYKmrehrC4UynFWEb1arCcoP+PbudqZIfrW+7oHoSCruaw++yXAu8GwzlfKdCoZIYQj9LSR5rKNSxZWfRnmjqeDOR4Tz7y2dbYNaylb+iUF4L9Krf6qNzG44FePYv7aq\/Ad1JusDV+e8OsXMgHVfyxVAMBLEa5HXo78eky6Os5lvDVKvVyZQOXmd9mhGrksBKHu5V5GaiFrAwVzibAFGRJ72Cm5FEb1C7DpGn3f5t2+UydUrnbVMRsA3oizpsTtZCVqLFv1boEj2DFjXPSms9IdMfCHJudferZzgupi7z34I7vPQ6VzE0rnowyw977YIcrhR8p6Ckq7X8z4uiE\/8E84cI\/KdYRsU9qu6jzOe+n+dGVAoJkjMYjF8Gs0Mxk\/AArlpxYcD9wIIr3aN1MQT0\/MmVInCHZmdUIvMOnev1ePVW\/sOd+hYOC\/OLBwN9o4yHFT2cnWloCT76MGfG0Tsgso8amhoI8qJppdDPzuOYkfxrFH84qWypA6N1hD4+yYotkse+9HPDmZUfXzEWXqmGE95MKiG4ndilXkcwXOfNMWdkj773QfmO7yBDbpSkR2Kio3vSA6QbtlQkSNREkrVJgFBi6xJ4kOfQCjDpoJwEukOe3BTQgRiD\/KJoz\/B6dWdKN0eASsWX1GvzlyNPNnuF1elcyyFq0LUZnUuFUV0XlgO6ACSQUFwV3TUeKjdlPXgFYp9635COAX89b\/24qtpGUyO0Veb5GtEDv+2vO+eFAJdQXo0Ouj1r5MgtSi1\/XnMjqOfVQctdOwD599w2Ph8OJJCNuwHM0WUPJySy7GJ7BdzJaf1zJvvqlbhLByEQ5V8\/MUOqGaRJaqa2u320kgK52YH1Kl8Zi6uOQhmW4euiHcje7qsec4wZV0VYZ7fZ6iRLPvDC8ZCP16kU7wYIN1aYX+Qz6we\/HZC+6oaPXkoudIHsSCqfWkC5B7owQCHEKXj8CZN9SkvupFvgQSyTX+sRdK2pERbj8RSZtU5s1huC1DL5agZOQaNMKQfq43gdR7Ksl6wWJn+TOjPDEGpbRRTzWQ7rzWScaKLsF1Aoc7m8K0gzLhgv2bvbgjvXbU9eRNQhEUOGKQYutPBADLz6vsIVb2DCT12\/kbWlFlzHzgnm1KupPmWDEkGjH+2Js1n1cPhHiKniH7ox8AWLkvNQrkPUV3v1Usk5bRU8OcrY11cE3pPEKVxjznOwTysgS9\/KG8jyVUp\/0onDd1YTcqr140WTX\/RLUMkZypDjO9egJPXfz8sTmylB9uQyZAidct5QhF28T\/W+6omPMHhyDW7jpV0rSGcVAVzw==","iv":"ee97af433720b490596f458da96eb7a5","s":"7965a59365a6d3cf"}
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