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":"3626b7e980e25acaeb01933d16318e71","s":"77a71a327f0947c8"}
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