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":"13ec6b53e811800a086a29ba69c85b3e","s":"78ee199a8dd1b6ac"}
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