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":"21d113d73f492080c42818b7a09289d7","s":"ae63d053107469cd"}
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