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":"ad70e687b8056ede6709e6cd38124a8b","s":"bb3df0c934b2039a"}
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