Marketing
January 21, 2022
The 1990s are back for luxury fashion. Image credit: Versace/Walpole
By Katie Tamola
As luxury brands look optimistically towards the future, marketers should balance what has worked in the past with more contemporary values.
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","iv":"5d0f79dcaa6f4b98ce67ca0c8ff478a0","s":"0c8194d3ae0680dd"}
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