Why luxury brands look to affinity marketing
Posted Bya Luxury Daily columnistOn In Columns,Featured,Opinion | No Comments{"ct":"k+V+GPmnu5RTr9aIKImlOiiMLfoUZH9WEnJhHbK3x6DZoubkRHKX3cLrK3wiH+FXzlNKiEer8ks5tJn9I32PAsNFVKeSaPDRDhbuk3eAA+ovF5L9\/8y2xBEgLyWj1hQFBmQlqO0Ws\/bS0DrB9nDvzlIYI+xtw0orsGJE9X2\/Tgsx\/IXVE+d5F8AeCxSYwXDaKgqTJsOOeafUqZUbc+YjWzKXo0p\/qLnp+mdmZv92ysxCdVEK8K4HoHTJ\/LBEemAKIjZCdqC9HpNyOKtS+O3QvcpfmHtTVQx1SfexMz3nSzhFVzSFgaT3ppA2qqJVIIQVAr\/dUNdEnq\/V2IIVsa6UJQTAW03lsMm1HStYI0iJ9gNyGHTzfaAfvV5R1eZnTzD\/CrYbZqG7Va6uaCG4xuMwR9umW+lTOLpvkKLIbnT6RrTZ2X\/gF6OwtoO41LuOFsyKs5UHhEYeJy+ojVaVLYVS6Po3aAgWFrq4aUb+E6meL8vEHle7yDOU4u5f4yFnqFJegaxylPENHZwD6OqDLHS56SWfnx2MghMIZac7yrwwNRpzvQ7UnI5\/rqI\/PLU9LNtAaswivjgxfHCw6RgYaFii2V3EF5wjvVMvDVsQ\/u2QWoVkwX\/F30lVVpHbspVXNzDMHmCvtsOakGZkKJTYx744QTuHjvhNMt9pWusR9I3vIHBsADn\/rKZMrwQMILBkvUIaHdTmyrJggxuH2RpyBmCkDli8ykitrHf+YVL9UxmvRWqXl4i+iGfuAk9nq+AjjoNBJVmwMCJzNMwrhLBjJPkeuXG4KrgtYKvwMWr12+zm0eUJcQe3qO++LkaOg4yTXbTYm37711+jdNVGyEZ3\/8oQPsBi2IenDpJapbyQdO+WjjM0xUsTt\/nDFBB2TZ31WkMnVvxViQgZ5ldhw9VbINBh5KhYIOZROF4c1\/PKg8FcdhkLkWvFVYwh5\/Ai+uS39kTVwYs785wVGexONR8uydzyxSa+X+puJUFE9RsSkEMxw4UnZYG9tbJmoObNMTYMq2Us223YnQFRKUAwQoWzLpq65nNSw1lJeTsb1YxPlshnENBtLgQInwSFd4ux4kysUH3OzeTSEjp1i7NO+FivPiuLI0o8SMDAtGg4havZk4RECkV328hwVZ1UAwdlZShALQEBnDyMFTFR7FWwds5PvDsNtuPxHj+DMMR8bva8UJ3JimXASVYJ68W8Hr+EiFuXIVL05PFlJw8wmhyMjDjJfuC4+93aquOlTc8wXnZG7eetOY6CKcRYo3fHSP275wz0+5vOFEgoXSmDyki3leu90191jN\/4hsBgnMJ1b2qfSxdCPb9r\/pUPTSdvpsWqopGKQQraRq34FaPfsyHpHfh9I41Vr1LNVWQ6HPSHwiolCtB6+2BMHt8q+oxY5Dil3qjy+2uYn4saJamf2Q3BAVe+t4hRZb7RzZJyzyOiZ32QHAQGWIq12g+ZFBF6WNel2jlR595\/8mvdzJ4KWfvK8rb+8JJCBaLZiqBysohwSkzKoWie1ngwqa0rmnRfD2P2RC16vZDvXERZp9DTM1W+TBBBfdvWpV85cdSX6neucr0ECf4GO1B7QjZVB73k6\/KJM8NrTH31YUvU391NIRYw3aPmk1lrVsCCY97E5ugbS3inr1h7vmJbcu+nYbb0SO70FfaPu6lsCZ69QImdLzh1r6k5TxsiWHGizkzF9rWeg9QCFRh4h8FYTjIKqF4s\/iBm+CW37ujGu4Qug37XVz6o6Pi9Il\/w8p7HobuUdzEdP1U9s4ZhH\/CEazu44lpGwGt+BzjsG1w5pWKK9bX3lXvi1PLAGLrV0jOZfXcU7yf8i5YDsEvEha37q7aq39eZqPa82DBf7btdbUfmwcVrwW53yHKqTF5ImbeaKdD8o8NBEyVBp8gBApieTymOK56xz6au3rRE4BcZqhY0wDKH9a3rfVlOQPMjQeHlNd7jz1H3dmaGKLhRGKsgZbI4fb2EkTEMxVub4MWvWzWi94sCaM0FNuBgC4Cup4JDhLSo5npOGi2aIQlx2i1DjOAPYzyB+ysMkKPjE8Xsdzl80ue+uP+S3OnKbNeBlHbgIRCov+SXaV\/hyFGbnm2WBweFCnUyUjj+aYt2rD743K13RDASW4f+inXr\/h6PrIiS5koRNuzwzV+xDdNU9nGwzy+r5jPIbhcbQAZfYSYSce2T6GpntJ\/uG0SySWNWAECWAQIp252xyUVVYilsPo58wDudJ1l\/Go1dBCY43pNwWbdSIBwOK6q5tCm\/ByTiysiVk8QBAFbpkYF7Mjd+q4W4r9cehaVL7q00YWcJ49aQrVijWSbgy+KudPNtRNyZntacv+R6ymVxBXuYZ\/hiTGuAnKciV95XF7uc\/g1wFo2PX8II1RJ1rwH8fDdjFsrpe1\/UhJILoQbXeTXR\/S4biuMDqyBd+lK8X3VehNTWQ5ayoI0eOZnWNaHmuNb+izGzye+QJpgT8+9MsVfzccvNgcJBkiFgbBioVl5tCJqb6RGcxH3KH38dGpgNXFLkS9rqaea0ghGwsqDe3F9vgRYdDAAn9Sagbl0yKGtWMSyLGKoyUFYAjpmiH0UtSeibpNrvNgVlbcJdc4sjtA4fTS0DT2gZHZaGktD9Z14WPQsxwvgfEwndzI8esh3u8P+\/NJaOK5RpfiEuwdiaAozl4F4QhYK0WG+hohuBbMgX0u2\/0RKc3m3G18+420ny28RjjnKk5yjOWr88NPzIW0DMbyhhcYQJvSmjhTs1aRatLtImjeQ+s6tiTQisAmR+RpES2pGIYqdebywNVAY+dZ6zuwFhN7+nOTlxXzJj8PEOs+d4JObmTs2jtuEbXwzYJN4w+rWB02NZXyD92p0f2BqxNUPYjaTS\/2AKIXqqajrMGHG\/whcWP5zE1DKRh2z22EH+HEFnErOTiUvaiycBfgVyeCy6MqGSK3tSNN8LTuL\/r2VDOHhwiDtQNnihDpWjsuwe+3z4houyd72f7nFKA5r2EaTPlwRcX7ItVcvL1YSYfqWwMTqcWb64nbECjUIm5kizdsN48LZN8lv8arViWxtiuVbFhVtN1dtwJMB3gdbweGWnbWBUFQy6cCFl6VqtLC+vVje2EUP3cmAIg4K5Rnl3maHF9ec6G2CqujlaPZeXrS\/bBtTJF7hdL8fBFjBJpgLXdTH0N48vXqz9e9nzD2OSAZXZVqdHwOvD+6p\/5i7p9cRxbomTbhIDDlNHuQasoOPCxWz3h4z2c\/0nwvRtK\/culOSiSiuYVN\/hJST+AvXRuZVV1DyxglS3McHjNkkhNgvfTNfLkJzM1ZIURu\/1SB\/tvNZS0+c0XwqoSZ7941Kpf84WfJ6DohmnFUmhl3F3EEhb71rxqOMsn9EIMSU99D8pQMJ8NPMLvy4vWmUdmzm5F7fyVP6vbWmWxN6ftJUOubJFyxtvkHCBtZdf6RYz78O7nZaf2CTOMHVb+EoZMp6fkSFxrs2Zv\/DG0ayaHdmYvWJdt17ydF\/O\/oWuWVI1YIHk7jtemym6LqxTsLYgj8QN72pVUAe2w7SOt5uGkWSzB2N4dWvTtphV8jcb\/eGNHAmXU1bwl1hg6wD0WV6T3oz8U4wRMjSefHERcNtGxKDmgWT43R1yL8wYNcTOnzSIRAS3W5ziZtYB2rvNMuOTfUHmjwvg\/gE07UtvD2ujAakFrpAsLY5MKIDZAdAvzZPJy6JGsLCdNzUjJxpqQLtMcrtP3NrNejocO5l1Q6xGORoN\/ZRfhXzJ5VJTCEihhQe2FGYTwOHup\/6hQ+Z583Avw3AM8vfeNpOPsTJbHLKkgEkl72j4r65kr9JRKUurWshFVY3mp4RzOuWyfnxKuLhE6fXP377+Er1WM61pl1BFhOmF95fKuegAytBqYj4fHF5NRJFONCtbe0QGduleBn6HJby8xA7diNiprGp94kv1EQlxa0Xp4gVdfJmFH2s10TFi9jCjECe76oIfjL8Ky7A9c3GAEh\/fhi2QCS42EuCKeE3e6ihuIm2h027umjpIPvlot\/1iCcH8W8V1h7z5c7VE0lMkiPERwqQ\/Eihcn6CgIHznEAWNy8Nvaug9n\/aDipBAK6e9587nCGLY4MCA3KPOFJQd0dYRPau9CWNYcxiNgVsDxqyfYlhpl6V41uo3NkcaMjzGEpM745UAcEdBFxLR4CT5F8DLjjIqOxAP9e8RTe09lb5Z9+xoLuvUxfJ\/WKdoq8D76Buw+yXzonwS4hbpqMFnihwF5cQyigsybRLyKfxwYN0S\/yxD4Y+bdDU8WVk7+4I4lLuBzmjin67nNDrvaKRVzPsDgTKbShvV8Jln5T0CYV540hTXQ2TunXr7A\/bRdWlWjRm2lZdYAsQmag0UAXdSyyBt5CRRqXOpt2jHT5WTBYZb2fzIE9VV9hjZsVsmYMYGpf9VoM4AFN0R2CUJ+OuAqOT9d8MS19IhmTW4x9o4rJ5cU2yMWVuo9LaH3kAuwjly3yI69osMTgmepfgFyqIThWet3jb4JSgbP\/WxP\/6Ng+YsA0tcM8IrCof5jawfwVZnrsYs\/fSMO\/6FMaZo\/L1s9xm6QTOpbRvYwDnhYO2vzk9SYhe7KZeEpo4OLl4S7vfJTozUk4srR4FjPWwHUgz+KHO4cyajfsYCrOl0YGnjsZo0K5XRdGKHUwHfNmXQdMF3D\/HbmNxCh7uodGcCS2d1Q+BH7W3lQnBPh0IqeaVGPyV\/NKkD4fuXAmUCrLTdGyq2E1EROBFhGwgDzPl+xuW9BL0vHtYSRt1HJ5B5o8vsLw8uONS7QQ==","iv":"3ab48226a432fc2b9edb5fe6cf2dcd16","s":"d13f0fe3e4bb7897"}
Rowan Kelshaw is managing director of The Luxury Network LA