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":"454afeea6624b27f2505b530b0bee052","s":"7e011dd448b4139f"}
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