Television
September 12, 2012
By Tricia Carr
Although lifestyle label Ralph Lauren is experimenting with television through its first network sponsorship, luxury marketers should be cautious in entering the mass marketing channel.
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YFvtrKRVOljM2bt41kdsdunQX5rDl8XkWeSxlB0RLG49VLB+Zj8CWvxVAM1DB\/g+xnr5etmLIg5s6l3TQUVn2b2kKE+cJ0VfktwiKV6BBsJVFFst7+DDc\/urYM2LwViuXkmyNzpSZuXK9im\/\/b40S4ayBqMnZv9r+SZA7FVAk6BCJLNhjZM9wh+7GRxDPp2b7\/e44VBMbW0sGATOh\/Qp7w0dHRcuXR+2RD1MyqlyHBZDL0ta\/FYGpwysiKm2UshBbilkDj0KfC6qPvCoXZa3rR32AijEa0bI7hFgcaya6QtWcXARRL6Z5JO+ycFgTQpLfAjMGigJzWxt2EGO6eWiK62lQ69a1kwS5KycZjmsQ+Dc8xQm7oyF14DZjGT\/YqrRTYcgumBKfLuplK3K0d55bLgBQ\/fhMhYLRZ914SyHtkM53NpRFYfoTZExu2NB29hxel6yvLA9T1eqf7l8Q7AvttYYa1cNVj70vvRHKdK7isAG2o7A3cCdO+6P814KJ+FuVzt41TNwEuRWS2zfL3DOt5+BSeMEJkvhatsIrIIdTlhvOB5UGqVVlkJE7LxMDDmOV8i13RPALOojDXaD43HDV\/0vzdn6C5VuTebASPMO6cJAjBxQOcsv2hfKrJJhYMpgGtp9I4LZ84abRMB6g1ju8xTSbUhvVaOB9KeI4LhGoi9RNm4KOvKTIIdirlpLUP+mh8FsBvxoyJF3mMfAS+IOPcVPlYlBtdM7wEzqr5Gn8fwY8A2OyWeSIblJM36o8pufQZ3zFYSdrdrwSYHgGpLF7F6jDgeSDroj48zGIY\/PSM8nIEAi847mr2nTaY5h7GtiRE+adJ2\/A2nKcyp+\/P\/2n5BHE0i7mykx\/6uWEkgUkPWYBYGtd5Uo5WtRFC7BQ05D5sI9Lk0nEpT8JKOqkgRpKru7EKDJMVwk89TRQFWkd853RmOiLfk8QYNMcBbYZN9V9Ugb8Smuybu9X\/4hNoWrGX\/QkcRBvT1B35XAa+MTQxW2uEO+Ff+9SK9zmHqXXYAum3xLY2r2bulCe0gCsnKI1ziKCHb+97UDPzNmD1FLXcC0tdIxDLoFU28UOXGfzjGyj0ytQPbb2n3JgCWZk9HS6psEej4U4HZOPGeWPt1s7H8NjGtEuazkmHHghMyw5SUk3pgAOg3XIH\/Ln\/iTjfXyDZygGbTETaNbD1QdHMcuBAQhLANe5n20+EOCNBy5bl9bRgwq754sPNVFq9B0+QrgohNATsEI3+zJQWl4H8jWme6kswh9\/rv7dC8PZnpW\/hn74JePYSlt5XrU9r7YgFm6BDmE8BL2wPL4xvKUYGRI5z9m\/7tgMdOEc\/odpWpicbzw4NsS4Lr48twe2s94KDwx8CrGQslgazHiONXv5jGQEacDauk7Luxb6EGC1IZhXDCgMmtegA32n\/M8btGQFPdfPKgN3JNvHptPkHfbbN39WRkXnJuoX+EAGf9icJHb7D0hQEEe4zxD44qAzC9xoXblRXOp4q9Hk3wyQe\/wNxkJriyY8pH49yvZ+twpWKjYNBTw2HRIDA8EueAvzRZCD7KTaw3ZUvfKCYjf3dkQ3ffUiUAGgZ\/sZMkL8\/Ts5ELkCjDizQHNMD2wsdpuy2KiwdG2P\/T\/Woxyjr0LMLS1Jlwoy+6mcem\/UB\/DyM0clIluwPYOTXdOR3M+byGE7dog8As2lL8JJ8LVsHGS6GSVvb6z58JQ4PNklOgvVd0p5VZJFDnkRRiL4wLAYppwKsSFxdHpUwx3W\/JKzqcWVh1R+H0\/p4WDPcPjudsXW8HgT3mr90RMezpv0aTByty3pSPpBs\/TUWZTe2YObequkSkhEhHwkMJ6+ElOlxHFXznz\/DqY+Fd8lbB9LozkcLlk5KuTCPZRRjvI9MzDIjug9IP41HWmhgH8bRQePIjM9\/ITye\/0UTRPwbgDxPc9dfyZ6mloFkJ9Tk0irLDzbNGaMhT2ghU6xWLKeGuZa8fWfdQT9xsk7ljSvOCkDZhzAaUMEunnOyY3nd9RZTO0ZCfknlk4TSkCZ4v8drQ6fox9YveVDpfAcA54wlhCSewhINmDa+o2UTnyMIURHl4mpnar1924F+JsKhgW2UHm7NCJ\/MtYByF6jRfnImW7nuURUqopCq+\/5qpHxsgOm0pGgCFZBMB0G1ujHSSvfaVlRU6mHca6z7o4TNEFEbhy73qA+Y4MPcUt4AWsf3Yyodl1KrzRgXmBQ6Tlcw46\/4r3LZDWTyCDY6FgBQpUyC0U9LQrUKGO1LCH+I8KjToP7nx4m4J1F0MjGIcJlHCY0xaB3LhBe4ALnvASS3RPPhx52pZorSba4AD13b14BTmpGwmePC0DJcc7R15YKRT\/ELkEV8e2Cn+\/oalWdgMok20w+fkb0NhsJBv3iGOw7AEB\/DsdvnclvImTlDnbZ7KWrNSinoKE1GyZYP9oCXlXxc4UaAVSPZxmExmTRSiXrO9ClFeQAF+Q7g9fEMbf7Ie3O1BIRtBVKvk4JUxawWWiEvfKy6FAo+TfEExXanu2C9\/uf0bGhSsr2gopVflZvQNifa9glRIV4BcVLeK3BAw0qAMdHKfs5ayP\/Wd26vu0uiFeiO8CKAq5xNL\/9d2Q2gzZhWNCJ6De\/SmD4ywTRsrzCthZ67D+6KYkloSMFEXLjPRq+NB4\/lBYnohTAczbqlRnfvB1RabI1TxuApt3Ol4Yk8DuffWyj\/0GbCE1gIreZScGuMLg\/84iW6vjS0OtSMP2ggNMlpBs+F\/stUd\/O7lqrjviA40VtJ9Ed9FcU3jvRJtxF7ndcV8VwfeOyBR3Fufpy4R\/EWBQwC23ZOXZNSEIkZwX2nq38qPrMzkRDE9bzPgCzfEXa8u1GjUxt1791DRKTiDWnceBDf8bAmhG+qWXt2hA2\/cMU1iFc5sskB02xVa8dzhPFLoKkT8qJtGJEFy9\/jYNebn4XtVJ1pdlC+OozLg09afwae6rXrnIci8eLjKL\/pFtoAklfZGr6i4b7MI0o7mTHYSgGNaeYX9792Pfixzzf94vCvyP0IpU\/WV\/HYvBcxx4VZ+kyTb6eZcxKcfc9vnwXAL16L96H\/gXUV4R86ptzleATY\/mTsaJI0XivDbbWqZw5gvHEbnWIez3jwxjskxaj0Yb+Bwd4xcePD5Gwi4KgMJmTY4dBJF3qinckQJSgFaunO7YsTQpyblV97e6LtzVUFw7LkPKttVOw8DHbbTF9tzrjMYXhY+oq8knYjELx2HY+sBx9A\/ElZVIe8LDEzoOVyuNELzNPYgFFKkx1nLJOWekNhFTRQNq9XgGEA9kjZ5UshJxwb1OuMb3mblEpVFNpx4ibGEPotQXWGtLwPecSFDjohIozvtpVlu8tqQuXL32tqAD6gR8v5OZsXRGSKCJoJna4soqauoYjS2PCfl1aRzmeA2krokt983F5El9d3QduM\/UtLjzxo\/+6jZN8Cp448fMfL9ITO+58qj+E2DnrLq4G8WtnkahauCNYlD0RyMiW51su5\/QxHQ+WWVlX7ANMMfgYbgqYxJhAf4MhDwwXkiaTjpi8TR9jKcS6FGXF5X9YB\/Zu54ARk5IoTL5U0EdAH\/4rHN53Ovt6XtNqFwxsgwlw12FAvYji7Y0OMamlgBL3L7wsZCf0US9XHZjN+Yy0OwTRbj0SsDJNuKmMmrLwI\/0ijw2Nlms0DayJmLox\/nfINHG\/6eWQKc9Nc5z5L2E62tgCR6KqVSsSHW4AFWjOuGdGmI64hRhc6v21YSOdJjwnKpFMexhl7mqVltHy4pFY7Yo+qM9SwJ2pSrmMZq9uHpY070SSiroIDbw+ZAxLKnV8amfxNMbvAyHKxObk4fjd3209yWpL7GjJxpR7Mg++OF+ZZ7Pb\/\/V4+t2W03XZQXvy\/G8vgsBzFwZ9AvgUIyEZw\/XAT0wDzm8BfXuSsZ0SyRo3sfeZMmMrXPXHt77D96uDyUe0ynaw7AdzzvSYFU+uQOqdr3iL\/hVLlcob0D2FMcQ5dTHObAqVbKTlbuqdry3KB5\/yNLO2ANZatemP8gykcsHJpOTNNrjQE4J0HXvVVocRn4THdlvxLEIf2dLuQtvWiW+R35BVf+S26AeuBu1F\/ovY8+z9Rmy\/sVs3U40zpucwbZklPSDttLb9aMPGnuNfz9BQTjrLiAPl65CwWaME1bZGxUmTUFyli+Vn2IuKFGCTa89I4LG1SpHjjF4lqObeuw+0pTsbuBV6muu5Xm7rIhdoj97UKwLN9d1OsjOceEHo4Y5xqFf5oo6E4qnzU4Vdv0+In86u\/Pt+RXQhJJU5FRXU4H6L1xwwy+K6rHGRvPFRDGUDLHyjitaWCStIctMb6r4Jw\/HBbN2uR3rUljKgsqTeSZNSg\/wRgeRXfrac3mOSG0L\/9a\/35pdj+vDCln7D9GnVOM5ScOSqn9m3UO+rEJMFTGbHOGJP4Xz2qUSOkEOTO4EtwOE2C\/Fu7CqLDT8ndg6LtThkk0CZ6Wd\/wDrfL1dYaSpeFWDfjmPkR3sRsE5dXbEoMe96+i\/m51fSJ4ji2Aj2ecD3ioV1Id0h9i2sj53qaW7YsyxS2lhUbiTD8XYXpTTVZF4B+C0TQNMKMcxBtJEQnnQvgS3MatTnTfypSWoahcWkEhHhTniNDKUuCel+Ss32zz25RL5fGsqICUenUJObLm2Oy4C+mpxs+sOPkOfGDefGUTDZTcRQNFacS5NN3heEvgFdyQExuL4MiHg9FprvnSPGMapBh9DjQCt6lMATA7mUZv6S1Pn9rgHfVXkXRYL5Z2WLuBXICm758qwBjxhL6F5VYOVocmsxegZ9CRELxjtceZmPtVp4xNhrFfCeY8myHEUdJPjhH7LRPy\/XghbVFaplGXpAfLVb+19YO23Bp4QBj5ODil7J2\/E1xwcMalz8MX+wAezLR3M8hitNP12Ll9HfSsh3BBmEbIy8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