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.
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","iv":"23b18f8af673b9e42bc6f4ea845391ef","s":"f73ed0067144f3ec"}
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