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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VakT+oav5o3KBJ5Bo+Hgk4d018MAPIhq3lQ4hzOE9opPKsEeKVO+dVtGAKxBBgTJzW7SYAElC2TJzFzxSDAeeFyVql4f6BcwLrfKv6WvHdxJ4etC\/U\/kPRzOC1rWP5Nd9huaAFel2O159Xj2kOQ++RvWfTMlAXgRgPmZdhy55i3pZTafg5AMAUjy8gIRgB\/O6Wcx5KA\/gzu+WKzN5UZnID4fcQcSYD3gEAoqr0M+zXka1VsTKfXoIZxO+s+K6\/TyV0zkwqnW5VyF8ryvWGNPt81wrP9ZHfIvtauVDswF8DbxmuE4s\/rpxPQOfrK92Fl8Bv51JBymR+0g\/eyFu7wW9a8dd\/M1W9mTHVCDg4Cf81co9mt1Tt7RDBzxAYymM3ST6hZfgiw6nxPWAw8UzUwXJit11u5klmAvIZdDP6WXD5zMUcHm5r\/1WqpPGbWRmTP2cPGOsypvn+wtPljOVUbEh3RpQUVErQS3ISeH2zsmTnSV6ZFm\/1UU\/WQU+EXnj5kITHwFhJHtXNVp7X8\/fGXtlQh0KKWvY\/zB85JEauTs\/VmDZwFNcw5n\/wIk9Xx9B0A1PvxvrMXy6UFLVKfwLXdyr7QXPmMgmAZoG6TZLUyea7+uP176xBkP1xvW9NEcnqne4O3lr5Q4PD4e9mHxebYkxXt9TSJ5CWKBE1oBe\/zcnYE2K7tQhFaA4N5A+CqJNoIQUDhT8X8e2VxAPD0ZnELODu36weuzceDHd9vy+teZgMqy4+hal9gsLuvDkFG4ux\/Ho5N1NNFiIdMaXTsm74538HsZrHI2NXczMO55uI4yOPcVb3JgWOGZEaitxigrhJw6dmHzL7It9AcgqFHVkf9IR3QqButi8cu3+a9i+GaKizo7TlkF2Cp10oJ974fLiqB6HfcQlpwNqh8SMwk4kTdscu8k5CCo6EoanQJZhwjZLfpRETp0a9ErgbFKDZRrAZKpaaURkj9P3AQGcDCtHiHxfrCSWIqDxIlKs6spSDskqyd7FHdf8l+tK\/WFAXwC1DBh1LtiLk0ktZ5DMI97J2Vq65ySPclNIVWzA6nARZ5iGqC9v6x4C5hedJUchZTGYZsH9qvBMNtB6p6LRKrBATBb68mnddj09dxz+y918qEbKkHI3HSrvHbQ+1Q4AITy+1c+9yJpLXCTXtKLEq+5y\/hQw64XSHBcSPH9SRBvN1lE+uGssLwGZ+m\/iEqQabjOqCZkiuPwMprHStnTpUUMmgqoAxqvIwSb6gziNg4bI+bkCFzG3dpVJs5w5p7NrpGijIXsheTf6naSzh05dqEwHLMVkkT6W5936qagT9KYHOWUbGBSpw7M2rGrbkRDCNSnyc2+Y\/FlkRuJqGZIfjlfvgPYXkJ5yXcHC8P1z1xNobw6J3XS3R8ASrbphwvH3eG7ZBn580nlWBzRjU4R+kU6UutV8QvaZKOkT9QEgB21jg+MxyYrjvhNgTbW49Vs37g\/LJ5smWJtsnZrOA2KHz7AhgQAhBoNqonRri0PcnxT3ZN5BIuolGisHtuYuZ1eiOERBYcnNAlliGoN+v6WtwgH7DuGR5THYch8mNRu2wjvS3VpHG9S5VaoEj8xszzZZh2DYtdXQqxOZQ3kb5NxnCbIE3WDG1gYyxDBrZaXWrIy+Ri\/YPRfoYtINvBt9PF6BBYmoTGBf2iusPrpbG9WQqaUjd2NXKWvlTy\/XgDbSwBsGkuxJ1vO0S+uuT4MwUjbHBk7YWM9Ckrn8sIyOIzdTcNmpcEQwqvslDT6VsIuUUFigYEP0lgT973Hg6tfLgohf95xaMFmsrutqNyiV1YOdTlmghYMFLcTLo\/0OnhoHIIUOQLLznFJtwSDO33DJfD2VQsdaPMCl+pMgrybDDwvXFWAgN8OjIyigGbeNDjyahizYpS5oIGTwJi2O3CeKBDc+G8bk5oXM2jMF18yLQMcdIMdN0sQUZQlqVCZ5zXBvH0MrmMc+WkFOWC1dgachLEzsQMkeoA+mvh9MRj2o1QGjP5jvxxd3q3lV7gQD1DoOCuI9IDKG5JyAIBEDxQ0n2umfu9IJg863\/Vo\/f7hVjPVDvlxqpeMpIA5JfLl3Qu4i3J7aqaTTI+cgtsRImzUeivLBaUhRskhzkBK5aPpDqvk2xm+UCu8EHRJ3Waqw65FdmnJDypGi1kTu0vAHwNCNvOxNlIP3H45ifK72gFxA6OREdqzPtVOYlNel4FSc\/aT21C3MG7ASBQ9f+P9PnZFDQuh4GtoXyGf2DhZEAqX245U8onEnQtUObNUbG+nwE+\/7djZgOJYOQJvjWrYX\/0PwrKH4Mi\/tPblCzr12htRx2rJZKYNoMs000wkPVwgXtLDnp6az3jTKaOZKZaNBbLKQjM51O\/veIcV0FVJ4jiooGnCsrqwyLJLi9l1U76+qTasNNl\/zFHWvdHhCsy3u\/S1\/QCL+oxHtbMwqZ+vJQ6UELanxp50zJFdXxYDzDWTBjnrMy0IWjqQ\/pPLCn5qjBhU3M80NWkji\/8166vn86ERpoaPkeEeUI5T8KoHk2Qxw+7VO\/lGTBfO7vyJQvupY4P7MsnsyzlL6oaG6Mzvnel8bVV1s8qUIHojatGQOlpCZbloHn37pYCWjmBkhYGtreHqflZtChIEN5jg+fbvLW55pjCntLIMoeAB9iwnmrw0OQlpuINkPEmlDnNCRxYe+rgkbskty4UNwm0CbPpRw5\/EccRPcEfTSLqo8HlxRHbHewLZxDi3BBvvOZfp3DToaikjUbbXQ1apJWb+jeS+zVtDJO\/SKSqly9op7RtnV4yYJTqvuYCZXu5zc+oE45kC9nyItNwT\/1CpJrwjyIY+M+hpwerpZZGAcZbkHnFeMeymBW0t1CveWPsY9Gms3rC73H32zqPsXB7z07VnMo3EouZLUk+9IU6gwXJCDRMSjSw0EkoMNOHDwRT3ncV26Y\/p5sTnoSvywuG3eKdg4\/fikfzU1hFUa0IIctya5IikM7yX0AS9VpOFYzi9shpA4OXDp935ExMrZTDX0fP5qFLXKhrCIffLQSY5Zo9ST1pJJqftSXt9wA3OscyN\/l0rREcDLURaxSw4NtlA2BntrpsMwdIp+SJaCcdL50yk1qGaA\/lBy7G0zM5k92l+ekvyqXZRFknHDBw95Hii5MA65eHoc3KEpSvji8Sg5H2rAq7RmZWNHhvbpD9XDbaS9EjtflHi4BUFqYLq2fW9+I4GCnYkVFX5yKGjxSmfT6sAZBqit0P4IZ28amRvnrbPvwyKk7mCbcVHojkLteXNV9cB+rJFii3os6H8IEkiDl0qO0\/bGJjcMECJZ+vFSax3Y\/x66S0T6CLSLXDe4yOdnLiG9O89qfvWQoNwXNIvTvOqAihW4qRn3Z0frlBw4nm9pdcg2E9bPEE+K18Z+ebawWgkP\/rtotejaOl2ci8b7S6mCvOLk0V3ug9yXKp8s4oMfTN\/NZKXJeadhXSZtvUoEWqMQzHblrKohLompCj7Che5CntVJBvBb2wF6aHEqmc5tr+zdHpAJ3G55EVGfekO868MgwaqmUmmN9\/x\/7rDmq+CvOBIaKUluOxPHzWkjwEoT43ynOVc+cGr72to3kDZUabm+lfyTHq4Th9ifSdXM6Nb1G3pJf\/t\/y\/zZOSpKlidDvWIfuYII\/oUvRXh4uQ1JI1ugk2Xzv0tyu502L61zxjUpo+QWxybOPTov+bQ+Rnv2eiEbTEzpoPBVGh0wLOlrANVDPkcNsUBN17iajBBPbxqGSGHmjyueOP9ml+QRdKhnWF3lBZhC8wfZB2Tk2ExC6BXcJFZdNGKD4sQKuj+oQ\/XTtVZVQ0u30WC3wGzJUu6K+OSPn7dZxVvWae7Yc2im8Oq4ybX+YP7OAmvltV4+uaQoFGPYZzmOTVlWamwTCTn03xQ6t0WXQAouer6I6eTpiWInjs+L3dIWq5fvTiKAwO\/qevBEkwJkG32j6O3TEqBMyL5NEj2+a8X9skHf52w0OTfOaf7qBniAFCqwRo7wECJ75xSKj2FkIPzH+IFrq9OQb2dmH63uiSIaT2O07Nzab51v6lBan+D+hf+ZLjqvVMedFLsbpKPmWhrWSPur3ksvsfAerI3hNQzDvdrfvE6p18xgnmK\/COJYCwnlnVmxnUUT\/qq32MUw3Wn1lbxrjZBrjn871rGdASiEkZThcQMOrgZM2fjcMtepTPSIShjgFMTtvL2Cb61X7jNJdmj1lzO6h\/IvBKZGOAasrRHTjzQJ4nwnZ4zInRTJeqm+opcIeuXIHl\/ifl8YXueo36Mf0MRv\/DMW+L0aJhg+abWGOjBem4vfyi3ObiW2uIjTP0TWULb5tnFsbFsY0kZSHS5BFRlg2FJgB+NfCngHrY30tqObP0WooS2t5YC0IpjVt++5sJS+mWl5lQbGdUN0y1xSW7+7UssKQwSSglzU6PpYgAGeSeDlDvn5UKL\/DoVq9JBXjI03qZWdnAAcb+jDg7YhNI2XqQY\/+P4nF66kAppS8KrS1oI3gUdrD+u7Zpw9fbvRF69tNEH1jtfYAdwzANdkBIV3M8njn1jE2Ua27IHnJOKZ1eKAFFODuS\/MJsW4qz0lUC\/r23AEL487Hie+Trj12Qa3pmv7ieGLGd9wXOupuSqsHcrFX1zMgmMRC5athOCNsEU\/ZhhNm93E6q7dIwA4V\/lZ+n6bBpRyk576UsV\/yhFOaHB+mAODQmr7XQTGjhk3VvhBDCJSzHp7fyEGxUYVdAIFTPIJ8SRrM=","iv":"ae462a006f8e51150acc31c1bf063dec","s":"9d83e7a700d5aa34"}
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