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":"d68b737029b973ee1abf4dd3436d18d1","s":"4463266aa80b09bf"}
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