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":"9b97fb8abc07ff61dcf349c3779eb438","s":"b0ff7c105cbd05cf"}
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