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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","iv":"49df4503f7d1d6b320ca972a9b639d17","s":"a3c0f68179b17583"}
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