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Why Retailer-Led Brand Collaborations Are So Successful In China

In China, collaborations between brands and retailers have been on the rise over the past decade, led by local upstarts and established names alike.

Why Retailer-Led Brand Collaborations Are So Successful In China
Maison Margiela teamed up with retailer Little B in April to launch a fragrance pop-up store in Shenzhen. Photo: Maison Margiela

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