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":"15822daa86974e025cc4fe5f9573a1ee","s":"6cb2d789f94a62ae"}
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