Retail
March 10, 2021
K-pop girl group Blackpink for sportswear brand Adidas. Image credit: Adidas
By Sarah Ramirez
Luxury labels can learn from how mass-market brands pivoted after the COVID-19 pandemic upended the ecommerce and retail businesses.
{"ct":"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","iv":"44ae1c9f3ed2d4145c2b9ad5016051e7","s":"30e15ea60e40a292"}
Share your thoughts. Click here