Stories on fashion and luxury you won't read elsewhere

What luxury can learn from activewear's innovative marketing

By Astrid Wendlandt
What luxury can learn from activewear's innovative marketing
Since the beginning of the pandemic, some fashion and luxury brands have come up with ingenious ways of building brand awareness and closer ties with customers. Dior has produced podcasts with famous artists. “Chloé” launched its “radio” interviews with inspiring women. And the Karl Lagerfeld fashion brand offered yoga, meditation and drawing classes on its Instagram account. But some activewear brands such as Nike, Alo Yoga and Gymshark have gone one step further and may have something to teach luxury brands as loungewear becomes a hot fashion trend.

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