Marketing
June 11, 2021
A majority of respondents agreed that purpose-led conversations will need to sit at the forefront of brand communications strategy. Image credit: Fashion & Beauty Monitor
By Nora Howe
Fashion has historically been an expressive industry, driven by physical and real-life experiences, however, the COVID-19 pandemic suspended these touchpoints, creating new challenges for communications strategies.
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","iv":"a9dfbff8d29a3ee3c844fbba0e621ccc","s":"249f226be2ea3bd4"}
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