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":"4464e6139542fa8cb1184e82389274cd","s":"632674b7a35d62d2"}
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