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5 Savvy Strategies to “Future-Proof” Your Fashion Brand

Future-proofing means taking a clear-eyed look at risks to perceived exclusivity and brand value, and embracing all available measures to protect them.

Done right, your efforts will do more than derail counterfeiters and gray market profiteers. You will create a stronger, more direct, and more authentic relationship with consumers who love your brand, and a stronger foundation for brand equity that lasts.

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