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":"399a19a6ded4e38d0667b869a6aa407c","s":"7bf47f6e48407850"}
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