Marketing
March 2, 2017
Image from Balenciaga's spring/summer 2017 campaign; consumers are still carrying over habits and attitudes from the recession
By Sarah Jones
Over the past few years, frugality has shifted from an economic necessity to a celebrated lifestyle choice, according to a new report from Havas.
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","iv":"73d98887fce3337db1b19d8fa9a6013f","s":"6f508d5d437afbde"}
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