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":"9257cb5d687585f9cf39f748ea938a38","s":"489b62b95e001565"}
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