Sport and retail: How to leverage the buzz around the Women’s World Cup

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Retail has long capitalised on social and cultural events in order to generate sales. This can be seen in the countless marketing campaigns that were launched in the leadup to the Barbie movie, which stimulated huge activity for hundreds of brands. Sporting events have also proven to be invaluable for brands as a means of aligning themselves with and engaging the public. Retailers of all sizes have established partnerships with clubs and associations to tap into specific target audiences that sh

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