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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92F2f8WjPjLITVlwJRLH3ETsSO31qSyCjcaCfP8\/BgJmgQCrBSfsT9mNnpPSmO97YB4xwe8z6yXZY67iXeKSHJ4plmBVQQ8f+x32fr+aAMmCd+Ma266W2Ed75Ko6bUnIr1wVF5HxH06h3iPivRgykM4RudklXiYoX8SCh3g+H5r2H8tyDPrx6eb8+Bzhqe47cQymlDR6BaihdxZbJi81JdEW1XDZUZxnea2s3Kj2jiDvFCqsf3NjmULifV3UwT1LwAVBFrtlct68qBx6XeFxSNUKEdHLgwfeDQGnn06cMA0o9Eg6Jk5VHXsO2oPVIiFFOGx32qaKsE3ne6esQJZcq3cqlPxXLUGzosQvIh3j\/RGdPr1SvjYCjM+W574gA16SSlhHZWteb+naoQ8lIpiuklae72rpCUlr7p26qWiW6DQRq6JJNPHo9OYyGOu8j2RUBRq6eeTqGlOQMPBEGMN3zumFQWPst7zLNV2t1lPugdZT64ItxGuXnhXrb3urKrwBTIxN8bl6iXJZIBEJqAgqXo304rzunsciM1pgrICUf7kCAiDta2IzKk8QUEOmxwZSYNIL4TuHH0IyvDul+EOKcoHh36B0Z9vk6EaxCpmqXnD\/RzgEYJAj1Abg82Gyqh20oKDoL1HEm670Rv2Cr4iTRyo9uadUwKwckEG7XJY4ssG8hTKPKeUh5gKIZio2TNP44+Lh0gk7\/hHRR7RS347Cvvuzf5myxc4Sm85mpDot\/yCCjdCUJPxH2nNwlX4cD4lBm6y0vuGzvj7QtwvPy1QtaZzVH1T7tBe1FVL59SGjFejxp3PSeb79bsuMx+PzVMnRljoZuZUjPtvctyuHlGeBx3DQwxBFZSGEcqM05QbMMWQquL\/V+KJq5w+SoTPSsYYQW67kr37FTxhb+n37j6vQIUkKPudvgRvUx8pwQMrJNJPqj\/HQr06NvO5xmXFYqxQSon3VpkdXoS4r2lbf4j\/gnI8Y7A\/DSIo1TjTF0tWNZeVmzNoLUN4KBhHDfp0gigfYdjZj0Hw66NchEEMs9nz+klbbLKkq4nEDqF+FDAqWpH7lAJWAVQjKORgucPaDFhqITIPShQ\/RS4t5VE\/QPz5xgwk6isIh4VfSLvAwrLOBwzQ6bQvGbidmMj5VcPfjkQoI3sASoCQDcXMSt3\/PxYyexl4ZXTwWZuxFKOPtvoxykiF49BUYFaJ4c6G\/VBVNW\/b3Hdru7UO12Q2uk16njzNhITp6U5V81b9N4YGLjizWnmRALwG+e5wANUyHHVctiq9vm0uhkZJXCFxY8kIUlSF1ErvB5Bzen7G0c3TWknClyK\/IBQfwQdl74jHvbTJXuIJ8RDF1udh5nRzNy3TJ\/Oxi2BJYVz8ai6KXPlut6kXG5OCNFy+NrD7QqQaUPljBHJ6VIezFBCjhwKtVuNWYHJR5ARV0laEfLx92FUERPQaYIBbnfvc8aTk8awMYzlc4w\/FpCefyVW\/3gIqFBJZ+871yBvZCo7y2ZOGFS2Rtu9ZtTNtiQmeMMPuz6HiSjZ\/\/\/pALRr8JrUdYjbzjng6GSHgtKLL4O\/lFA6mzvAKnECXOiahUqc2WaSFFbne0HRR9pk\/9t34+dO3\/enWOCFGSLzxL9rl3ciK8YHj50RvkxTF5ipm9yr6ygIja+4oHgH7cU\/GaemnoZ\/sWn49z950JIarqFLX8IYuok3nVWJ5EVI+t+yU63+ih\/9WeE322uYwxAU7ezS4xxVKOmwoWXKb5+f9NAAI3oVGpSWYNty5tMhHUunTPWK5RzPuGojpxpjAW4zuLl3VyTfInmjdlbW1vW\/V0i3GVaPtkaAaQEPd17\/TuoArJ48GEs5Ssp+AvMsQnhRx5tyOAuMPjqcAZOrJmXot8+RXi+7uO1rtVhX6ytFEk9bMgV0uqA3Pa9IxKMNQ\/E2hyAAwVPgmshT8LSa3ZcTrrIE8wtclp7pH4ffz68vFQuo+xnDxz9VssVNqbph2MyYwykSTw\/BOrGC4WlgE3rFcg+PQg5BlTrSJW7MaHYNZ3zQzXyNN3Qorpwh4tB1nHiKNmPK6BqSirGrjmjUtKmdnpEP3mvgmcaVF\/Qwc6wmR\/5cWn10EFVlw\/MXxVFmJXOELkvxzpIhRz1Yrhthg\/+lO4j646AItfoc5yMkkqQPMOoawrLDDcbfHLRQz4vUWoCyn6S5wq5siZd58VjhpKYdjwZn9\/JbH1R6z7fg4BFOn5q0pjChzlcTdV0BITo5WVyqXotajNZSe7QGe6FrUuoAkOObNLDbe31WG0QH7+vDiAhh8WYZJXvAAMdb++dOJDp+aK+T6SYMtfYa+hiUIl9\/3vopcY0exKpUBUSno5cGTJ+49RBiDN5gcwrR8YaFoA0MeVOoL8HXe7djzROxPk6VbWM8UN3OYMPfXKulXwi9Zvp939pAcDuPRrgelpnKN+d0XGXKE8DrJSgqKiPxgSn0HjqH2C6J08YO\/8Cz6Yvgv3KKIe+TT4LQABIj3kl51o6Wv0myOwGF5j5ya8L3U+Aj2CHGffw7P+ow43gLKhaorKqRoTL0KcwC0VfhpB5AWnW4gug3jQS4HjztY1WPEQdAtoihvbAtyVHBW4dOaByenBisgoqYE7beUmidcruqLACDupHODyL03DgNWJqZ\/sYqXi6KbxSy8EEgLbWaNIeg397Rr2Kn8seHsXkzdaulrzEP5ty\/GvLH1PgBP4ucClwI4adISIXSlFlc+EuynS\/Ge\/TwzAL4Ird7AA538Cyyg14nJXz0rfRbJDNMZNA0F3VMZggzoo\/J0XzUiVxmtRShwQZ8mC7YBUZW1u2zPSMX7ifAmYE6uK48g2G0IRusM2NQv4JQSyiJr5I+bTorG02FDhZ2Q7TPkZDuJA2JHgocyQkzT1Q\/LR6PKFzyh301e+RuJaRZM2OyAeca3LuRiuuYHmiFszoL4+IeMgkGFDo1GMEn5hvorPzrTpsMoRqxWqVmQaO+VCe3hz+9YbO96cD5D44\/esZOdtDzSqaiKt\/uhcHAjH88kNoxT+x0Ujam5qZSHOaXh+VWV7YepxU726\/BrcxxGU2+C\/MokXzCJeJH+lx1S34HApd2sFZzCo8C6VhfNMA0UJg9evlbixSvI7sx\/zXltDjkVEmbsxmw9zQg2yynQjDlMnPYdn\/jUf7h2L5lDBW3xGKy9w82d\/MKGYwLOSoJ7X0D08Ydf3f2jH0jiqkNLnM5\/TvJsJ2g\/uJUG2PJVm2J2f3HnKrhuR49Z02thJA\/Rm3C+Wj7uWDsWAWhu5te6FttipS\/FOwt9lSujESFl+iXL0svGtUM2dTW+4gEU4jx2btc\/rjpppjuzX7uc2n3RlH2WLM9mbr10\/R8feZAhX3pvr\/lz33hL3JtFwgc\/JPGivkL2GWnOc7mchqTud2IoAxKun4m\/Vn\/FwUJ5CTiA02Z7ZS6cDwiHnoOiIf7B6yGrB70y8PMKByVlggPXvLArreBjljn6ONhsEw6+NNZ3prCEVVkjmtWqz+Y0sVFQCem979Wdoc2MBHIs7GoM5RoiI7ynPgbpHBgyI+scEORh+P9HkLO3nHA4pyieRzsyMEP6e8qGV9ElVf48Jt4ActXYlY5ExlX7S2ixqdNT\/LuKcNmzn4e+7pUoz1g+lpCyiGrN+GptFpFwiAP3P4kn6n4dYMsWeAPL6gouUaBykv3LN9oOxwbEzLNnXdJ+WhWkdyNH7E2GbtJdKxNlU9snnS8gbPnkOsV+cm\/BXhPgIzQWFlvBKh+7nfJw6wfs9mzWKE631T6XPknoCmb2Vgv2XdzxSvC84cD2jGRsmzgTFT3VXrJOPneM3fzDCE5cGBUHnOCRR4T95SLI7+dT6TOzQMffR8ne3jBgCErBtDa30Toan6R8omyBFRAjEY6g43LASoSRUqsPYUtT9Y6Fo+UMH2SjWrbxlEgl3IA9xKPTM0G\/Zclh3vmEY9BgfowVHIp1QwqnAXoOQxSO8YtAE7xWnT0N7L8hWYEuKOPqvaidY7rhKh3yyN+e4WCatKTjtDDNExPpqqxMtQoa5IzvJvxNTmpBcgToq5q1lU5c5SrqqENWk6B5mrYv72SFUVqQ\/tCoDug4go4qGhaHqFQlTXJMVXvg8zPXzOfFLaI2BOWKPU9UvNTgH9ccvOiBS52rrkxcuYUCHRE4gO3lW\/BWOWrlHE0ZyQka5ou\/keQXs85DML3UigVtqsEuUBiAm+\/z7ykiRUyZvOyad\/yEnofgfBCXKc4+e\/IROz3sWhQa2x+VVuZo7bQNYsz534kSG05NzYjbm7sQutA+jSvaBJcTPC8n7PqFgZEzKjhQbopOyZKi+bbUHtQul3miUD5wPb1kFT7L0xWniwRHpukhSVZiwhaedeWhfU5+qwS5ydcXRJLkB438\/5aDJ7ullMqztBJUGbzWUy303DzROS8aoocZbbruuulQd\/dL8xIEIYLOHQi1To\/L5iEdJNYfckRal7ZkkmO+D2XAZAtaPMLx6RKycOQXPNczyrvMJXo1MxOxd\/l5GSYSLioeuGhKpYCRTiVVvXHu7g+5JQkflS5NpUeOVnxjZyM+vv6LDjGwWoTHF6F3z5MG+DiJJV4SDAKq8ejRC7CTxYdSXzi8llQPpvqUMq1QDQ\/x19EyuTrAnslNNaXlWF1rOBBI07iWifjkduxhZHbGbc36pa4TsvsDhUIBUMyjv87QHtlKQBE2U2XVh23nIUcu4NwWSbZ2PcbgXo+3TGhZdojI1EFozZpaKYnI=","iv":"d4475101baf57bea68199c3bb329b20b","s":"a796b6248581273e"}
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