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":"ffab9911105e02483fef3579ba18899b","s":"a4a4065575efa096"}
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