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.
{"ct":"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","iv":"421355c4c6dd5846975c3481f20d0dd6","s":"82f66e95532f7f67"}
Share your thoughts. Click here