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":"7a968cc787bea9ef01874074f5957bed","s":"3740c0f1a9bd20f6"}
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