Marketing
April 19, 2019
#FendiMania is a logo-centric collection in partnership with Fila. Image credit: Fendi
By Sarah Jones
According to new research from BCG and Altagamma, one of the key emerging trends in the luxury business this year is partnerships, as brands seek to bring a sense of newness to consumers.
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","iv":"e448500448b310848d6b2246d8d17586","s":"2d6e3ba217b12e60"}
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