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":"c95388eb20fa2f67f8c1834ed9d4c69e","s":"a118ea7756b796a4"}
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