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":"8cec45429cb332b5438ed511a0620d53","s":"b5296864929abd91"}
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