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":"6fa3cf8be0055cfd7b39a51325cb883c","s":"ca383c617209b356"}
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