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":"d052f32397b019a7ad671c57aa1b5a78","s":"0e2b16061392015e"}
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