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":"d3b0e6bc3a5201764567c9bc8e5e7b36","s":"bff8f848e97f812a"}
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