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":"1b63f4e67c9f368ea5d1ecd2552dcbce","s":"180b5613482a68be"}
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