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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t0PFvrdlP8SXdODK0SrmZ7MXNRXtp\/cSmVrULNxWiD5D07EeiSP6zZ3OOOqye6KPEJw+v\/rNk3g02FpEqQKLzd0UtjVbZUUMnGvqbtcSR8l7UlHpyjnxQytJ1oXnEnXqqcErV\/PjE73TSD5tp69gdn5V+LQrHAFNwJN7Nr4+WrFmusHX8ht2+gBKJXyqpJmnZMmFUbwZpIACRMo6QasrP+HaesOsGCzt2s1COnpBqfFNOOVxRQePK4xR9KQNlkG4Z9XbIao1QfOoitbEb4xsYU4Gbkf3\/ZZcLqK\/Kd84I2Ko+0oLiNxiqsXDWnJs1PdbOw\/65ldtoTXKxxwVdaNFZCu8smhdEIcyGMwmrhdSmV53jNGEu4tcrH3zBE99ecZixLcNrnB0LOTmblG5e\/usndYtpCjxeiHxDDnp+ts22IlsLIHdj9urP5txJGQhBjQHJucdNKyKxmPF8SbsO1PjsMQULbObFc61auujDku7\/1OXm9veeGX0h0EFJquahuB\/+pZQy4kn+TxA00h\/m9cincSf7YWheoTeBRQG1gpzrJ\/WH4u6JB5UNiT8k\/IvWu2NmZEQZIWgRLYZugmwwsL+2ipAlW5ocTfXdXVub+h6NAVHHzZA8FX2Q9N8XyIDW\/BeDo6WwJ7JHvxX4+ENJDrT9xs6uQWM\/jrpKrEYGY2Avii\/eDFoTxpiGn3vujwkS979UBf5DLzRXjoiXhAfsAQUXnyHLwKUBwOqbpYiu\/dcxkp7awmD7Zvvt9nY\/DaU9g4hgBvkhQyhQexsVPUvKRvyPcLG8gzQdMz0YUfDctQyILTHwfpunp\/4UFq\/vOuvwNXJxafHc0RQBeFBA40QC17aCCbAuxkSi39vqj7a3SiVlsRSSruvPFfKxpDrBjIwUN3xAoUDMfqBE1fPClkVBdGyEGNG38U9eEoPdV3K3nMiK+YX9cbyKqL1IyZFIzBUMlhOe6i38b+WN\/dcBa9MJl18ZHakJVQ9Fo8vciIqohD7XJoKaskUVlS6vLX5PJxxygKvXriRGps0w7CbmVVepVZbvvK3Mlwch7+zNhV\/9znbxTOZ0+XrJW4p1C47FayST8Y7jEu+sFtgkvqWBIVe+1z0PKMUlHALQFf0oqsI2Q2vm\/MmjheuXgaqdnLqE6FbArMv1UZlxSwmXFlufPSJC+s0dVH+XrUDy2WsTC+8PSiEwtCJgWfBlCiLwXs7C0LmIzaSHeuiUbOSiggM8HLwJjkTjCwgBV7Z00swlcC436+5yqqMjhsc4VDFrbnnanfBm2bxcAEHEZsG0KaHexdvFtu16F0oLD+50UfCkgHXEHsNDX\/I8zwA+QzwoKNqXtzc0UJuQKXXKE0J11aMXCWbh\/LTSOFcnYHWkKePGUG9YYbSiN49ZLzEQ8RApO495v5Hrwjl2KYvD6CesDtH4a9qdgIOR6Ny+CQ8Xy\/0Qy585XC1cwtG8SWee4qCbZtTuiD9LOcgK\/Vush4I5PmQ+nPhZvSkK3+gYr41mndqMPVT47eLe9Pf7UpNzv2X\/M0oeQzg7zLBnstSRLR3ftY8WmHBX3T+ct5nlvajgPLOMCLzbWtQ5xifC\/sRW2DGbsI+XbE4\/NBoqDK225EM6WZ+UvyW68qKC5fB\/7kKdLEYXB+h\/\/KbDAdESUNGaZE+fZ+qfwg5YWY+QCPqNPdKsHGs+vbIDmaNRtLNE6X77NjDk2PWxJ5QXa67EG0EQBbVsq4BDh4cpof3QGtbWbEmIGBACw79OpiY4JeHv7rv9Ku4QGOSOKfloHlFaW\/9aObVGjh4q2ihdLIyxGB3hgPG0DTz4raHscPEiB9pKkOp+teiyrUkDbqWBSoZObbp+2mebxogApyFx7gYQmggfivO\/w1jMICQ+1jajxbjOqXLCA7HBVyOmaibf+NcaV9lqHxW6bHTrndrNfqGivTgasu+3LpH6h9vduzhs3qxmGGbv8wnORTh5PR9w96FSeYtnMEiQXkoPBuQ9y9IJUdpNsWTIhqBTHrMnTAu89+xFDvXI5jn4g5e0WHf3ly0ZFl5e+5s01Ve4yy1FxKXjOYohMWTXDQl7mM4iWZBmq4\/njQy90SywVn+flt2CGgACVsxMdLj8D4m+p8HqjrSXnJwk7g39mfQgWk8U1fmuLJaLj00z5eyt+QHZ2bdda3BIRS+CJt1vG\/CeMClo9KSwpp3aDHMqQrbt8QG+WcKvzTGXhtISEcn72oibbebRN3x\/xsrcltnxCf91HwthcTTVlTQSkkDOMS5loaHVc6kP2n6U8PmmBTTyDyWgKCNMH0m6Zh+roDczCKe171y1S8Mj2WuqASoYr2uUbk83pnNZoXn4cKtQs7BXKB6EsaMbjTPZjVXjRXS3qs4GUfnEsT0WZyOXtk0DmbbuUUNQcPG0g3LoOwsiMNr0f7P3mYYLifsyYYERzK9kU7B\/RnNAiN1EgiK02kkN+y5KKcq9dsGFGk5uJww2UL701MWjZhjSnh65DfuABCFS74wf9q\/Onb4QfSXLqDix24\/7krfXEIzM8zC7QktXyw9l8VUOzhJGptNq9n9Q8BLKWqcQNK4ibBK2nHdiP4S\/mTNKDHnQgQzl1tm2o9oyN2w437T6lymQYXPnhdeaGQmRTf02yIO8CZ6Xqu7bCK6ItcpxsXRFbSTJReOYROm4xpJmKBagqQ8zp5YkFpGGzuFlW6JwjZqnRkyBwgYolZz8rIduDKcAq6qCtIkqT0ld4lENnub9QxO1ZQT6Ps+tvOyfbVea2lgVhBUCT9WWpDkA+hrS3Lx7IoNnxYV2beQCqFzKMgqduovdzlbcORIBtNzNd+QvXg2\/l59yMVet+NWDXPO2I1T5T3eo\/vH9qWUrCLq\/O4JOznSuLCBQ\/St4hQjOiV4tlhGnwY1PLV6z1+KybsGOc+8wH9u0l854eY0rrCXUqywXSxFfm+oa\/VXLAS2axPRHB32K9EvR8EUgtgOsbetBvR43NB\/+AbETNRUCt9aIZPdy4qDCFS4s6\/KT6FCkWIxZOLlglF8yAbpmjlddsWL9CGJEbOGXNWF6bdVbQzqJaXylFAY8R3qQTcHZ1utRldpPdPrffvQ3l9IsgW0GP5Wk8fyk\/ncKGMtiwFPRoqaN\/n7BMdkSwjAcpwtRZv9mn9E9JeaImKj821Z0JaEuIANCxaaRtR2P+ydZtD4FyH8\/U9mzVdQArlFgoXo5GaSpTXcWZZsP7Kshqp5TkvRKEH\/W4yFoSa5NeHcb5WRI0dpI3ThzQfpAwpecIKvDW6ZnaHhyDhNFmAFie5tqH6+SnOyPNNOEFc4zHS7BOiHvXCYXQs0pYu8oSo+xOa7JOTJpffFPNC\/gfIPj29keCNk8EJbV38O0oHSs8DTU5iE4JfGdhAZZtAbnzomnSPh8GbjEj2Il7TwPsc\/bikVcfwL5TTkgHTrrTqH86883sqzTo+uABCP125M0w3du8nw1cxX3F45kBJE8wa3Cscb+HU24x1pIs7NT7W7VaGNj\/4oeDMJI6lQnuW5l\/IzvbnkU\/PoospmFaGoSy3T0jDACBGkD5Yz9sq6mRfOST511ZdZvprCRVgC+4cNgFdwXr1riQtXsOeG5bFabvHFO8xfZ1hpUFKoLyvb5bC6SYywKaClqEIWbKwVdTODeLbBtLwBWmLTdm3MzJtjQ\/pAjQKwL5tZO6sPs3+dl3+PcjM8YmzJXdWy9FS9DyKwo\/hHwMJfJYL6srOKD8hNqT+ToJOxGqUw44PLxu6mW9agwfXh+5hyAMGn5fQLZrsfyKSSZbU7iJcJqnihduxiGtw1lrnH2FTWmgKjoKZcKwoBSmlOvFTr9cZpyfbAkZRzGeLciIIwEsEOyRB5cgBIGzIq\/\/k2sEzOsRFwzAL+hbwsCGdbAum\/1GSLY8mKz8qqJaQzdri08KkD\/FENG8fKRCQpsZwASVCWoDv+CrcCCZkavYxa8zm03eQuyaRoW8K14WZ8SGIydc08cBaOxdNSO\/am+54RyvU4QYtGUjx7CR9Hcz9uopsPs8SOpRm\/d\/3PfnX1954FqiGFgmgN5\/qUfHhsGL+K529ShkmsxPKbWUGTq2cYaRZaShdjih88R++WQnBHQt7OTPNqIehKJMjbupWLoivst9QYD8OUv2sH786+oMIyp+NV7oMNds9YXfbyjOymgawKaQgWY+TonMFmTjKuhSB\/ee7tJ37ogvYx6n\/WSPyUJUbPM\/wBREkxAaZZSFin\/gHFH4Z24izKKHcXzRTe\/H72PtO1uyIXK6N0CtxCGSn4VzbsybKX22HoZRzrlXDDtKur6Tk1YTWz0kDWNFycvlornGEHQzz4xsIAnnMEwao4O+cbC+GaEXz7crwkNrwQEQUfdy1c0TPCp168CBuaoQrLBiUujFARVlt0PS9zOp\/MJuXM1h41MMMUgYXFpD1fwjDqrbpUb32ZP35eGrLYF1ax4xhAG\/3WeG39XN0kRWipNSds\/Lzigfa\/v5xO+MwjgmeaFAZwSuAioiL98sKN413DoLYEBgYmfW\/m2b5VQg2XhQK2B2EYpEMCTFDVBXD+afTPcJ9HQ3ic1i35Jxsorq22PS7zdx7mhkOVAmk7VFt5vgWtwrv4lhQxMz6YXx60qi4c9d7TKEtESDbqkCV3S6t4bDTs6x54Z5n\/XIIyeDnYVlul+HMNnOYUUNdqlkzQGPHvq2hQPzcw2ed\/iS1XsZnGftupGWu\/aVQAOd8dhqDZRpQWSwvoFuKgjZaXLG4iabxQ=","iv":"2a45206f826dcd878bb74a5d4ab531c6","s":"d7b057bc8674306a"}
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