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":"dcf8160557ed07f20043ee13f2a47967","s":"7e666e7878b83773"}
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