Marketing
January 21, 2022
The 1990s are back for luxury fashion. Image credit: Versace/Walpole
By Katie Tamola
As luxury brands look optimistically towards the future, marketers should balance what has worked in the past with more contemporary values.
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","iv":"c55c255e7030e5f6f4041e866569ba1b","s":"4cc8f3352f1217d2"}
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