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":"d92d0cd6c2eb253fc1f487661d27c045","s":"b0f9e3b02ab4b03c"}
Share your thoughts. Click here