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":"24a246d4846a1d030b28df940322b7a4","s":"9d6bd3fd7804c476"}
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