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":"e9ed297a86def8403ddf14d28d09557f","s":"96b63cac3f2f928a"}
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