Why luxury brands look to affinity marketing
Posted By a Luxury Daily columnist On In Columns,Featured,Opinion | No Comments{"ct":"kUghzARzqdSz4Ci3fH84FdIah3XPw3bsDPx1LDBYAUv5UgZvNrvH3cr5PwISR7CgRlz89ab0T+FzY\/G\/qptyWc8QWVYJ+lGUW72mp7lFAtX9KEs4\/BNWF6oyC+t\/VgaP0kX+z7K8myJ4ZpDpy\/6NA2Jc0sK3tFFY9NWui7inbbUAEq96ipMSU+s3\/Su1wQenR0Sz8lknhzE+ibffqh5oiFty2xVv1pC20J1Xj6j1xYuH0DzXRGlWVmE2WxkLkWLUXOZSmFUuWrfbEHlMBPQabG4Ks\/PpqoNWX7GmMYemjO\/bl3jW6gmYPVIRayLw9ilX3UpHXsuscrXZYKmR1Cz09t6nMC3ZhaAa2jI+cXD3nWSIhPE0Tsaal8DfIwcpTijLpRNaQmsriEKbqUtkWMSg9YOYWy6I71ZGnlXT\/CCVpQWqHIpV7K52mDVPbPQURlvkP7lVudJBhVkTEqvrCtN5mVxKHaJzaOcoQIshUcLEnAHgHteQMdbMrt6h0HWTbsAjHi8i0emi4rN82lzURnC0OGJAK41Y8s7CBt0cHYG+00P9roXlFckPRP+MDg258q1qdTnjncpuuVLYYKSto+q897EudZG42sRnmMAdyRwI9P4MTqRZfuh0HPjssfEubC8abL8clyvENKm7MkfJU4HA2x65FgYkprflGqfQw5YX67X3v1ADzQdgTFL3fOZ7W6aq\/7GyuDu4raaEmQXDpZLCGrXjX5Zhv5sWDTKMHustAojZeBdKpUKm9FQoILjaybCgdQZLMKuSWLpHVrO9ZsXhI5doc1cOyL2ETaP8vE0rjQye1e9O4Ouem8c26ZlHgcVVAM0QQV4TmmTJOCJfwBDVoZjotRNiu7FjlRcJT9GtPd97Czay9XXAGB+7lb9+LJTcCFdZ8V022DdnXkoxdyAA6REXRzbqXryNnqjbUPIcqmivFdPEGV4E0D+XCOy4TRdjA+NjlQ\/fXk0jhQDndQXCSehUpLE3hmwELlrg\/yA1v7uuHwbouUGTFnTTnOms3c0axXmozZ0EFGmJO0\/XMn3phlb0\/aeHI9s69m2Mhxn8iNF2lxmvFQ1\/UOpjp3vj15WfVtr6rjIkFgPaLvGKt9I5gj9Lv+MRedbEZlnKuZiKMSrFsTtIEUWNuIqfNw9xMqDZLMf8cJxluR7a6JXLTzj6y2zL+M3Vo8iKJDKSzHwsmHYCzWRBsemTaNZJ7pLjPm4mlYiAnV5fHrzbbKzPuKz0kXUp9pss\/iMUR8xMj0n3qaujOP7P7dZqmgM5H1uuhogi4A6EJHVcMLXUjRD5R97Lx8xk3KwyMMTdd0hZRhH4jyC1sst2CNE+Gt74Btf0\/yKtcXnynh1NODWKUQyAd8hB2XrSk8ssVkyjUwsH5hCEEaKAMsIn2n4Xbu3lVKocPqgQAaOOQYHWulYFD28DEqvdQ\/49WpyFMqkKSKnrOcJ66K7mus1GmdzcI0ISM7Gy59ce3OgxziJaDNstt0T9eAQ9zbwDsqeEMCvLpbMUfdFWu2amSQeAvn+EAi7rIj5YM0rwCV7TMycwmiP89SepYSqMtnMJYeG1ni\/gp05CzIDIqZSXqld3cg4889qmhzxS5PdSK4mVm2a6m6jx4YmWJxLZhE3C89sd6Bpft7KqhW3TJN8h9d4WAKWDVH\/08hNHkcdG9n+4Pp4jGNAHSETV2xPkpAQO1fA0UgfggzdvS+QlrBdtOTQdGd\/vgPH6izVDVMaBnAsMQZYDmoWdLJj59QD9zFW03gmR7cbEr2MNF7cbwQPZs7nlvj+FPGsLghBtE8zT0DeRCk2U8bsaWJ+g\/aqqzK1dWrbdP3YjJPQQvVPbOwDPwqsuID7SFbvlCIZFmjtoHg7Ol6iut0kDut7RDUxz1fzXfwGLts7M0FbJMqLi\/n4CsPhui9Mps4WLDHhS+SaeZT92K0B+tLbjaUQiyUm49Fl67Zgqthx0pPdz3a3AxmPxh44lBIDV3xaXttIRstpOur\/JcFtCGyw\/qndPhPk3Op0rRWijuoaVsF8iRDz9bO5JidcSXqrL8f6jER9sCfEva6b\/sH68EBsuZOTavZpe0loDrCRUlaHjLeiB6BDDByK\/ZWTlnI6IT8CoOVsbpNcAJr7HdaEHi8XstwJ+Gtq0L9zM6cnmXRHWo9NcCkBSnJFZSp6Hd6JzDozPAT8fvtEY2AAzsDOnucNGK0D4iIUTsApR8X\/ZwM0sneQ3oGQZV\/1Txs+UG0BJjvZqiUGL9eOuNz4pFFDyIDrVe6pZbfw3nNULYicE0\/xmyZKVVziHgYXY6jkoVjSiT9QEAZv9QNlbjSISukZzz6gQTblOaNg6ehSuxY9dqi0nW4lwUdnuGEwbDC\/H\/j62av7R2sI6PW\/YCIZWvg1iIYOXx\/xXMZuE5MusxAANe4\/tpeFKJUVP\/CDOZDzQ1AxHijJhn9D6JPrnYk7O4pUOUrtbVmxvPPANKpgSWcukLk2Lx+pHcWd7llLGoZIXXd29dfa5h1uO6QZg7SZLHIAkkR4gQU97YMP6Ipk7xHHcwtB1st0AvI5OfyKD\/IrMHDkOmWLjsH+dzn8WTzCkMZzOdpR\/IcWl41hNzIUd6hdSDFf9H79zF5hYNwOA9Uyo+CSutAVkTjcCFj4CGO7BKj24zMdz4JjTDAeCsmYkoZGZ2Wl2vDPoIu6xR1TdsvYcT4CB3N70gngU\/vf\/QVbLdYXusy9nz0aaFNvunKKq9AmYhRcOf\/wabc14K\/IsZpTQ8aQ4r1zcMAJbjvv5DNODb53GoXyMtSZMtqd8lUTImJGT5l3oQJ5F1AcWdPXpiQxqqoJTeO3cPwmpHoPq110f0OnJINRh2lUcPm+MH08WovJM+kVt5g\/RZ\/eeoJYgZ1THxaE7t8pRKZx6ueM4B8xOoWJuctwspOuu5qULJ1CGFabw6A5kmqrov5UsEWPptzckvFYR11Ofe5DVFII4uTI3x1904RfqZOVMNQdNrGXmAIqzWb378TeM0foA8BZnWf1Gr2vsttrt5RH1DJ8XxCOYsIJPLUSq7zJdNGEknoaG2LUF0Tt4FdlfF8ZL563rX0PDSdivXjgVWuwGSFFq99THA9hcqtnQmeRIlIDvaD3nbTnCs99Ipm602O4eusN81YAUjZI6Nhc26t\/QTSNZocMx+VTtSNIvpj2LhsPSHeZ9kKxVBzJRgwLK7R2Uv\/HwHTGrf7uQRLP8OH0ZzeYa6kjAMp5ZY2VtKXhimV5J5lFpgzkiAyTDs+jBQLp3nvPuYsWrW4nVutYfTVuFWY2EAhIPTaiFpe\/ZhNHfxqrCPLfjQdKd3FxCWcaDlbsVdI8D8sQC7lHbimqG534Ckff1qdA80RzGfgyH1TPyJ327pxlf54fR666llOBCD47bfCH2sasOsW68fSwO\/Np63Yy6jYbzFBs9AlGR3s9NL476tMs9rIK+bScHhzxO9dheIBCv5TMvNFSw5hW1Fb991RuxUDXZshm0y1\/\/P+zinFdSyLsniTfjomZQ5AJ4WpuEGW+fkJe2Fd4C6Z1IJ8uZtPJjG5KF9\/prplv8Z7KPjqtAQtnbTwu+LEcQE6kvg4JOdqQPp\/sJi\/k2PXhjaUgm4f4Khmx46U1Z4USCSeEiFQlCy0sHO1EMrvc8vm8z26VYHcHXNLIgBsmesJLtKAvyu3VyNXvIQVXd+c9\/oZWJTF+OGcoHKA7OARvlfVExDShwM7L2Y4Y57h+K\/hc4UnKEiQiqBnaCGoFGvtu04hMs4upE13TLxZGLSaCKN7Q\/SIp0GqFwC8xSVbLnXPtHsd\/JVZqArf9pO8bgyzNRp\/OrWVb18I21QIifNWF2hlTtBFFD55eNM5HueTpcr8yR7oHI5rlnLZUd7cXHclbpggNPA\/bDf5GFNIec8L5SCPVJoN3bF7TekkqYdNY9eSZueTzfLbkopHUXNbeHrvyqy15EJbzCtdkOopnhOHxVBuW0XcpW5GjlbZg5eitkfiEQ\/uH2+GGLwMwX+09nqxa7JZxoVTRT8Vko6LwUpXjqGiwnO\/hx5Qi5DXCuc4Xlq3i5AYUNJfMug9QWnTxGfa40Cvumb8FQr\/TD70qWttBOzWc5ELHixk1aTLmeUV7Ugf6bCt05sutuCADVc6h\/2bECA9fJ8+bdF\/+JzJhsX4\/FXTUF7\/jvrdghXQEIJsajJjGOhIxUvrUX+tx5p2xXumbYh7lzb7wiD8hGhALO0MyOiQ2ew\/IJFJpL22i9\/f+92Hmiviz+Gn55VlCYQo5MhCzAcZRYShLro3LuhaQC51ZoEsIpxs4RpsZjjOuP1ej7zDZpWOCzkhiAzFIjj8LqPU\/sTLWhj0Dz4EFXFKZ8i+\/y5TCBKNNidFkdb9equmuWUsZebFtGQXWl0GmhoYxMYR52drCpP5hJsT8wIrtqGhybBFMozGKFGXyMTwHMv5HOW+mdIWD\/fd+qu3GTDsrv7Pb9WUJPUP55zAgSAlAEVt3cJGe137UyUl0SFvVDV3vhg+sI8IdzuRjSj8ARWyLCPKsRBsBjUWSa7dMYoifFXK6yLD\/kfRiigchtf2Y89CWiXGITPS91cfahlGDlGwbB2OGciZzJDcb8APzZVs0hHhM\/JAs4bCPo3KasMzC1ZI76qFJcxpPIBMif86mWlUz\/ylbbFNITxw832VtRPbpuPSFhUQKyVUbSQ15v+66sBsRXH9Mo9RkKJwWTs7oFb4H8VYCghvh0ArGcwQyvcwrBnsLTHK2x\/wT3b6AIUG0yFxVFC4DZzBahUp1USzzUifGB4OKIYNLPlR1iQQ==","iv":"f3771d639e8322a653c8f5d0a7e2295c","s":"0aa252c1fcecdac7"}
Rowan Kelshaw is managing director of The Luxury Network LA