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":"6c702d0a7a841b2d8c96fec612441b92","s":"b2a662663f391e85"}
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