Marketing
March 31, 2017
Luxury consumers respond more to backstage content and fashion shows when it comes to video
By Danny Parisi
While luxury has always relied on a sense of mystery and avant-garde aesthetic, a new report from OMD EMEA and Tubular Labs shows that it is real, accessible content that is driving 74 percent of all luxury video engagement.
{"ct":"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","iv":"171fbab597c78b9ddbd08d21f2ffcd70","s":"ca3826b4b08e3231"}
Share your thoughts. Click here