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":"7dbc480a581cd74da90f238e2cfd036e","s":"2316092510a66161"}
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