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":"62f6b8fa5e2872162a5c402ec78c71ff","s":"8fc92234d785c8f9"}
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