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":"be326fe447a7b715df477c1dda1b8682","s":"a203b917b347abd0"}
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