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.
{"ct":"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","iv":"d5b28d4b3b12a5f4114abce6930c811a","s":"616cbe0b404af3f5"}
Share your thoughts. Click here