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.
{"ct":"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","iv":"4fe0439e1fc053f7e18f053a4801ad7c","s":"59d4eb6af456f49b"}
Share your thoughts. Click here