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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IF56HkKPDNT4dBd2x7e6R+JZmBf9QRqIucGTidtUA5gZMZT9PAY+sBRCVrENPpWU01SGedgUAP\/kHS0kws15gMc557b4Cp+tVWojbFwWXdJY\/imiDpkWFdpzaVgDrrcgn5r3LweAOTE\/XSfX0NjkvRT50k1Teehq9MjuUIy4kT8qNAAo1tkLW3kc2dXxbFS54VpK1D3lPNMjD2zrK6e1AXwboqGxDEsDfvA\/XIMDs0qU765wWBfEXMrzaUST0pS6nA2SAD7\/P0Om61uLKGLE\/0Dl1qiJvhIrZtRmi95b+QYcNx8DgTNPmM6NMInRJAZjsF6Oj5TK57WchecWS86Rc2vu1jrMNoO2ZvoLVeujlZ42Zj6BZdRO5pKrUs7n7psmpQxfwOBESuwCR8psAbMAxtiEpdlA48Mwid8QeJMgzvjcMgk\/jRxdIMi3oLKCQVv2809FEDZVfuakpBRBPivDRF506tZAcCJkZpFf3mceh\/mgLEqBo4LXjxuyKl8aCNuGR55tiRAKo3SQpMOpSqCAxZR0\/5dpINoW9k3BHQ4WzghHsgfSxHkDkHwQDHUOERBcFT8sM4i4eF4dPAIyqgEhJdAaR3z\/5uqJ\/i1NJu3aNa64fvmBNjEli71byMHIQ86+utDBmgFbKtHmXuqbE52Lm69jIYCoSVqfhkjeJxSBZ000OcANkQnnv9WSXeprmEN8HqM9wPR7V0MaXAH7AwnA2CVl8QgZc2KPWFTu0rgAA7o8eLdxyWgGtMaGCU4No2VuAjPSxetlQ0LOqQVPd\/W7CQus58lsI75MgJCYRGnz33EHR+7gHXuX0rkDYraWuS9opgyFgkrKd0BAOir9xjhDQ7AVk4OWA2LR9\/swq9wJbO1\/2WVBMIixa70\/XC6xGdqCvDut6rO9\/wK1hvhVteKCdW8\/hYQpnumUNOVrwHjwX8N6pv3DP69e0K16AyE9FDFuVoJd+J5b6I0YruFaURRMym6pZ66ioVGMjWWr\/\/ff3FybA8odZB9bI\/vqfVLQs811XX68jYjTGzGTWU3VqyoDQMwUAsCGmVds+StIjNXVxCbb1hmZ6u8WJkCMdKEAW6dpFp0p07t2jQBbSJuMrMtI50+4vILRIZ1NPYwOD37Q5OnykzYA2A4bXcUpxq0arb4wKIk+jEp9mCe9c6XrDxIYW8Vg9+pRBtn7olQEkAeBhXVTCSyF5lXBKmMM\/8ZkmfEd1S+D9JgbnMsIY3Nm\/gSvmY9knpzUu7M0iOF6hwcjU21ioIF3dywPW4drSbu3h3MDsj3MCiH43Ezz+Ux8pKX4xjrBE6pj57sofyMeDsYNoHrawHfINULiNdSA6cBgy8Z\/gNuMptWMdJGllBbtCUeaohD8PFBqY6q2aNo+ahr8toKOi0wJAgVaNsKoIHfqKN0bvsSm9ZkzVIsLQzWawmiz3Blfexr8GXypt\/\/oqZM8UGihy9tbWuYAesFHUQ7ezC9pqp9acYEPPwpYq0B5R\/CH0nScmoJuIo6h15\/W4E323CPB2Zy64Zyn\/LZDVEhJqq3Qg77beKvjQuRDsGGgA2LyNlOD9aurxWt4R3VJpuxR76CjkeLHTJa\/bH1NzxMSu0iXlb5lHwZc+aHUfqzDPQKuOp2Mfm8FEyqulC9+MkyjY\/ddpMXaWarHeDX4i4HMCrvljTmajVthipo+l05Q3JTdXtybxAKHuvr61ddz1iH6R0m8KJEaVa3heLnTEC390hk9zpMt1kP6qSz0\/ZRFzXflpoyf4x31f4mzj\/a0jTjvHnd3MC9varuGUOm6f54A\/\/JMTqsri1i5vzLMioRAok9tFbVqQaio79pesOQ3Lw1RzayBdnSZ9zmAi+gMSbCvyRN3EzEKGKbxPHhzqTWqB5G+GWc2vbCbjdjDRZO36z+JHXpGgUWMy5UrMvXV80FNUJMLIdSHzSRqM6DVk7tQhVgRhmKyH7fJDdrbXJqF5IVkFIAl3W9RFe0d6q9ayv3okwZ5qg2IZcbRZHDIjJnGmp0FCVSmZAMFjfJL7xaMobp3PBSlNkN9lTO3x7HBuuq09zoMadt+s\/\/hKAtN405EpXCg4QSqDqI8pxQ5MHBm4qb9ewl3RE9pGtze1A8mQ1dMavugbUSMfwfn5qO976uXouH66fIeMdm2kVcUhlju+ycQY8YpJ+ntpFo6k8dJvRrrISbXgX51ya+z68rsAF07h+3pV0tR6SpCdhymiX7mHpmrz48Bahf4w3CPp8a4qcIErysCaPYgWxNQxnnWxnQywMtTsu+emkUor0MlkP0x\/T5A6Fv8Ur8WlasoO3OdPoRXxcbZLZLoUHFqIQArfrSu1EPUC1NrpBr+MK+kss6OQtRHTKvYLFkuEUyJ2UenpX8WD+4MXmK6XxTwsRjD\/YoKqibn3fNvFlCTQglJb7rHKlQOXxMzTW7p3lFS7AGun\/YE8WF9uwkLIELsopPoKfoMCY6solXUYlGKLOVIwLE3oixWuoV9sE8Okd1Y4PcBSVpWgexlY0RfcwB7sLyho2T1g8xv5vo1jd8CTlITo9D49c4CWlX\/gsAe7JF1C4TYxetR6kj9jiWhVgOlLIv+QUsCBP7Dsq38RXu3ep4khf30v8Qw2WP6+vun0sBaegP6MqaK6mrwdBlCOwqf4pn0v4HQZlyVZQkVGyrjXUOO0zuLS9pXqsJsr5UqkG1tXuX\/XxiANRbW+azUZyN1gROw6U5YNr34DJhNW\/QTnSXY7bapi0RsnXuHrnrdc9TKuK4yp8OuFjLoUuBEMDqnSfn2U4MmMmvapR7KvTxMCmZvzRNZ54oMKxeombDMFPm\/RBhcSzOU5cr31WlIQEmU+qKaSZ8eQAXoXLZ+s1Fqfq\/bbcg6O\/ERlNfNpPrAVHswiqTpaNOnh4TZOLd3wo3N\/ZsiI6rKRnwzAUPvqVXBwwsXbjSiu5REnHjg\/+KmTB2KZmfblcBlzGL\/ZA7nEax1T3A60ggvmHPFRYByzy\/dFJrTcBz9TMPq+TcgLi2EJDxrpqbOFNtj10NfJRU917xGRFVjkmrrvTkC3iVOw12sdmAI4tIi5ds3\/7Q1yoPSd8xR8llFP0zfodncez3V\/8mfdGqhu3Eh7xytbv\/rGmfrUsYog6yaqCXBizw99wox2Vx0vUe7QT3\/8tFQdzQPESfkuPol8RsdBmyXo0KI4iMtMcWnTTycIr6URQANa2x\/vP1\/uBkdGgleJDjfn\/LwbDpMB9naYH5jOr98LKufzOxgW5Q+Hl7y5G6HZWrv80dzeaiC+\/cFCntPA2X6t3w2WTTFDwT5yy5rNngyohuK\/G+kxkhP5OcI2skOq16FzOyypbcIYiUDWtLhTRA8ahSOUHRSFDED3YgNseN5f6Ilo4E79HaxYCrEvCHwaZF2HZo+PsujSlFgHKotMr2ngS8ymnUSnQHxZAtfvgAEB+OlylLbBk5WBqKw70QgwtBZne4ujKq6gMigm6Cv3kzZOysYpTDbctK\/eZS6h5iUedZHAx1KE0tRBC40Sz9xYNr7kQ\/3ii78wo+RwI6ku0SHQarUNoJESdLOQCtgegvMXeeQffZ55\/QcfD4p7cAowS8WuNl6zIQsua+m6X\/slnzcxipF3siHt\/a+ecYjMGp0VvwHYD7\/ofQrLU2ec2iB9KHi1kquEnVhiZ3WWXXdFgLP92H8B4WsyjBkYE5L2boLNQayOK0dFgxpNLKdUdBPHifzp6kyXj7WGM1vZSgiAsLdLexIWv8A05pwK4jqpHzU9UtKkhYYtR9DUW\/dhDDj7oVNy7PuvmypgnZWVGZmb6wpaiZ\/B0mxtVaMNVMsYGrLAEquajuBElFPmGtIMXtesfKPNFyaKzJHQ\/GLhujZqT6VWy94sZx5oAAIwjkZiLhZmz0BQXqqZx7iOKYyWeKcEvxFYwqpii3OnT56kuSM0YxH6mt+xb5kNKL0jv8T9qBaPACEqSR\/1pkxoe9ejnnOuXwVrfJjUD5MAktC+Axa9fUSC\/oC1j+y7vgofrQVgv5EybjEfIZxa5k8tvmL4+OI79mE6fFHQP13pioDCLQzDjjrcL4bZajLGLPJDj6oU5NvtXuQRRWE+SNqKQpJ+bt1FunIOzkgMNvWza1yCGEJ+4Kql4e+KEUH9wxDc3kD5mHtxBBmHotY6qw5bRrqIbd2KHwdtCSodO8QF0G4RPc6dbpkIfAhZeNdXET5L6r4BgYjPToeU2B74KnDrFfViwgBZKkbNQP2FRnL3Lulgng4wI\/6KG2Uc9YNmQ8vrTgF9UXOf8RCXBH0k+P1Pmu5bh7Y1IJBXk+4V7DwFlVUgvl66XEoUqJHMilwUZpl33zTc12iYUEIFgcWn5\/IjD0Z6nasoqy2o9zl40pOS\/O2pKnfHmguY\/zHjEOpGgHfWoUcD1aXB8WxZlICp7ZUJ1cc4weoPlxO9OuB0t91ezKLP7hq1oR8DC92rV2BRyBV8hxsyfWS+sGbVpWyggUM7m65+AFIA91De\/M1enHtFg1gzhaDBRNo9oPJu6jaAsSmbgrQZ9U4i1LNjVP5DyOGz0GzOTcJPAhwnAVDrjI9rbqybVio=","iv":"67abce129286fcff2553af5b75e94727","s":"e435b3a77cfac145"}
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