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":"edc74c70bdd9e542463e5448eb28acb5","s":"c45836bc222adb82"}
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