A Comedian’s Viral Joke About Lovesac’s 24-Box Couch Assembly Wasn’t the Problem. The Company’s Response Was

An expert says such a culturally relevant marketing playbook can be clever—but only if brands execute it correctly.

BY VICTORIA SALVES, EDITORIAL ASSISTANT

Furniture brand Lovesac, best known for its premium cloud-like oversized beanbag chairs, is receiving backlash online after it attempted to create a cultural........

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