Marketing
December 8, 2020
Tens of millions of Americans are cutting cable cords, which puts pressure on luxury brands to slightly switch marketing tactics. Image credit: Bang & Olufsen
By Ellen Kelleher
Luxury brands have to reassess how they reach affluent audiences in the United States as new data show the pandemic has dramatically accelerated the shift to streaming.
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","iv":"35dce198e61cd4efca33f4cad3ea6ec1","s":"564ce92926e14406"}
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