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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FI0EULLyqZWXO5MZPsHBespLLgo32nN+FoTumHKlJa6+Jo30hxXW9k8eT+nnzaAnic9Ug+wZC0O+3CWxLXBqgKeiiyahR7Qd4nfY2aBRWzexeAf5fjrtgi53Rv6fXhKCZoi+Mv369RrjWsA2OHvZ1FwHkNO\/9eMdKRGLjELlGqOGeJV6mCxUWQDYX1sxfHiumdRMJoyZOigyfq4DhsH\/gdw2NbBgIv5G9FsZL5ZOrt6d\/lCXlkTWgNyi4KeTvVokmWp72AilzMlIWhfNMoPWswQFKPTA3iNw+KGMZQAHBepF+DpcAZk4CdD\/2sWeb72\/ovfSXFOHrYQoFDkfCm6\/cxAN49CefrFdrSV4qvZ161O+XG2bB5kM7bYoOSSempUXfiBRtTOQ02apHLYGwAqk1c0RwoAs+eemBOPP5\/gAFkW\/PQ8g8P+vEqSvsGBF6YrssiPJvnAirg1PkhcDwoIFqkLLSPNm96lnjQV4OJ9TaHRdElGYlx10hO8mFq8tLNwOlWWpmLS2ixo5H6QLdRL7fEnbfCspO\/DZKciD2DEQMsRlJJ\/sPtPuqq0fYDN27\/ucpLqLD0IvKCc\/SAAjcQF6dhpq+COIQptqbZzgoBVzqo2KVaNDIuUoAsTyTDxUBIOQNxafl5FdGP9WjQUJs64uphGmIDo8fn3VKJFYzAAEJrtzcWTKhQjdFUd8tpl0IO1VsV1tvpusQCpBMzC8yMF9sVadYkDI6E95aPZxCLMPL2npwdZSPn7jVaxp\/6H\/BGii7b82XwvdvzJt82JbarJDMv4hxScWK1sS+y9juhmTNRG\/rXmLVIkZY\/3M1JNvsmdnMfJxkN2Tumo+038w3pfUFMjFuPUYTxA1Sp6zxm03ONx3oGaq3Nkxg0HM34780baDfoz6e86iH\/i8UbeeAL+7aciB9c8HV3ZwP\/gsmNxIwXgVJ2hBdw03poIIGopjzegZYorzw3ccvgg\/7PBfdiMLssQxoXiFM7CoD5kv2T0WMYGLmOL7mol57466WM+B1osjZ8ajh5XncaP86TVGLYidTQZxG5eJdjiw4C0xLnwYT6sPQsgBsX6HKaaftfIwOdL2wMzDU5TT3D8aAzKdaJwPlMPDRiN9wnBzH\/3k6ZNr34NTWhXKMO223nCsKyNjAU3IPE58CbYf7ARMGdQiiDb00kDElHfE2xaNAxpOKp2OJOloTK+Zm5wYYhAZSLpwrqnzg5SWQx5wAfYwA35pdmiOQaFwaBLsqLu0Kqsz4dXGPExlwJLOk+cgLSIGWHH574kmYGHlxJ\/5kz7AeJZJ5Xgt3el2qlucdtn7iahVh6RmU0Z9hWl7hssc5ZNhY1XMnsXfBL2tSZpZDFBi3JdcEkSea3x\/WloXIqUh35y5St3LHWXHKumJrkwCrU7p+hl573ndev5tsYnL12+88ysADN\/79sKkcaERw4mfFj01JKSSvIFFpm2aElhRO1aXYYO74t9s85zH\/+JGWAB0UwbTQgEiYvv4027GCs4NezOAdUDrkSXZ4D7y9IcclX04zS8ZKdJIN7ZwD1TU3TMwEHM5yyn0Mc39DtBeCKktJIVlLwzVzM\/7E+qmHYiiXFrgrbbpsVMiuLV7L4ldfyluEVG4zrHENHWAWXb1zjKygZHRR+z6prko9ev2B100qNbZgY88AgWKOdypZegLpxzbYvPYKQwzCBjrf9b\/pQrRjHec3H8wXgwEGez4TXMSDYZ\/gkbVKFwOSFYcMCauPMJ5\/425DmXj13O5Mjir\/BAC7WSM3ia38I6ONLOMWqwnKPuSop8OiUBZB\/vjye6vYfWwtJDpj9WkEnXOkC9iUWjqbvzxBWrHrCKydGIn7XRVxi15ioyICi6uny+iOdzlgzARKhkBQmAY7WMbHfNypgVWpnrfAdpuOx2qBo\/uPk\/H1CUBqX0wVmKRnLJBGO3E5Q5y3VW3aqkMUiqrR0Rm5\/IoMN\/LGADGiIfgRFVHDO9S6aPlnOlj6KTcm+O6BLVCazFnTZpGc3VZJovRIMnVVZYZM9XndSJGIqD6B9h0PCH\/hfy5KGurCHTFJcg4lHN2ENtmCpJD02DfGit0ld4pNtyJZ2Mk77+si3+IuhC2aWKfGO7y5WQnSYI8UDQEDsckBDAVW\/NkWhRHVMaFaiTdFSBWBXl1MIY0GQUH1jg4jezryfJM5ClKSvBrkhoMQEknFZ6tuVMVwjZm5FQX8qqorw3t4EFluYoQNVm9vsHc3PBTQOTDAtjrB\/Mq2LmWQ+1b4TXcPeX9cEY\/HRusbABSn9c4GTI2kFLkbf9jcAzlmOL0Z7tgqhtEqiHfbPqbFRvYr2s5LoIegNpty++TTUPUm\/J7aF8QPovncq\/0lbwRIFSZqgQgdpqs\/LU7hQaKLb3+jlsqu1TIB1si5bSD0TfSKBdsNgT5r0XgeH4hGAL35s5IGsxu+d\/\/h\/2rLqi+Qks3Lr9FJ+Tos4+wAI5eZFFPicfih4ObO7u\/nOo23Oh1zsxBAm\/zWp5jWlG8mgYZw\/\/QlqeKij+EBVfJ\/E7YOWAq6T6wQnhG+I3AiCorYD+sH5ImUWVKu\/qtg4gWbYgqovCT1HGHz7hcWyeAlYYbEurXi2QQWPResYDr\/jGTl1QPGt+wAM9yaTqqN8iZzfABRyT2LC6CGnU46VRrJkqhoYZ6DfSfhV4ZaQgaSc5fK1QdoFEF19ubI1B23Vj84odJtNaKuTckZx8JB6e+HH8Yjg1+ZZmst0XJt09jwlmCarwK3nLeaqYB+\/yi+v37Qpyjygtsns7u3uHnMNcdOoC92ljyDZKEjQ4yOj3fwluLeHrLK1DY\/jzZ6mjt3\/ydant6JdWyOmygz54ZAQ1gJq+YNjP4VY9jKSpjjVyUqI9SYY5M7CLytfArGMy+2iF+77EZeINzuUF7jBFgVcdVrJB+PAP6NSqrx39DtY\/Ai9S7N79LmSUOPegz2trQzDgoIV9kNr3LhZAuWiPbaYb6L\/C30jGr+zoC5C0GRPVdfZmcJxc83BMIibRbLKyxninrkrSVAmsXB4Hvvr0nlysguVddH1Dm8Gx31hp2BxlV2YCWesB8kQgW56CT8gllAmvLUI96poMszdEXGnW6BnpPJDVRdnJljrLmwXbK2z3jxa6Z4svDJtxhGKVj3j7MYKxGDjNJdcN26KN\/SpxmHGfx5yZj2yS8bQJOHL6D6bm\/kwpKqfahpDcauVs0hcWBYTSQxavVLtDcYhQb7jGzEOaiOT0SeqIWmVINxkE6+B7L6KZ8rEz6R7hpAtTj1Hi9VEONcwU\/7mFgCUKxFxRi7k7PmSuGU2Y964t3DjbA9FAjR1UhY9S487jSMnB2zf6hZK4T0s6hjtApbyNvwvAz09yDRwOzzp2gI\/vxZtvfwlFUn7MnwuW0nXvp6mJzrpB2j0WSubQEQIsRAH7erFAyNF6FRaG12DWAVX0e+28qGYvmy8K25hi\/xjR9fi5Ztpu0z1QzIj8Lir1gG0a\/viC5S\/2n72Mvx\/jN1pAl8uQhaanGvs+cTWwq1ntu8HrTVnelvEssXIyvA932mAWWFy62J3AcZuai\/FBJbI6pDTGs27bKsMmJuhZQQ5Xz\/t2FGKgQHzIJEoq0wy2L8eVGxor8Uptt6iKJoV4lTNiQBuoFvsJKXQtH60OpjBHqKVuocIFnkbsJxPs5Z3rIXv8trOCkJ33wcGLTnzizy9VBfteaxl9zGwemgY5lDW5lVJ7UKtpnF2IEg8CMmkeXoyDLfx0PJcdQlAv2xqTYZ46dAKNKqEvJgjCoof86djMB+I2bHzu+JLISZYb0rIBL33M7ckue9MWcrv1j7hO5rP3JF0+AYy0AxdqJOyDTcuy5Zt9ZcIySxSuwMYwwFThLbhq+eVsLOEAkk+xnG2rFD0I1+RqAsbOFevEltXynyVYrzgar0UH7mxTJ74gCCKjenbcSzFLFB0HrUABZEGaJ9e7Ux8CBExKinAI8B7tlk3uEqpT2J5ewrlQERGebJwkY3BTaTrS7pXtX\/keWeab09Hp6xPK9l87AIGFbeKejD3NdFfjh+wMMteM5+bUI7iPPcQHlZzwoNu+rNffArU39OPtwoKDmDIVLawJF1Q6u25DAroTXB7nEoh4rcRnf4N9wQR1\/HgjArWVpR1BWJT+QrK6oK6Y31fF\/UAQyFnj+\/TfGGvC4juY5IzV54kQXyMv\/2LQDD7YWkGTb01B5jYqksuYlFu\/5YtCfz4hERkxHIleIKgK4YAAcaLMIbGMtITSi9VGq1f0x7Yt7wIw1gj5W\/Vz1tO1bH5S+2xdUhjks5AVrzpimQm2c9++WOT9YFVTHlFHKXVuQDwZSHInKPrGtaQageios\/FK1PZ4gXYUydppZbtbaIi4FtgSpw1XM99LDJr8k28SYHn7GxkReryLQVNJIfIZTt8jHGsZSrnEek6tC0OqWwfWYNDE3zKjnsCbWeWuJmR+DXosimEZ7AqbBfDFKw5ccEr5Gyeu4OyD48oFK2ExX4tw9ePUS3h6hv3rEVZTpzbT3GB8MoQ\/pjiDyG6bNtBGv4I1d8NZWlSLhPAjVR52I=","iv":"74ff5c34dae154e107e73ed9e1073f40","s":"5003f11509c7704f"}
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