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.
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","iv":"20d0987ce9f48ffa0a70c0177504394b","s":"b1448f586507adc3"}
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