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Luxury brand marketing: Designer extension
Nicola Ko, Admap, November 2013, pp. 33-35
This article discusses a number of collaborative luxury brand extensions which are aimed at delivering an experience for consumers.
This article discusses a number of collaborative luxury brand extensions which are aimed at delivering an experience for consumers. Brand extensions should be consistent with brand values and reinforce the brand story. If a brand extension does not form a coherent part of a wider strategy it risks diluting the brand and losing the 'luxury' tag.
Luxury brand marketing: Socially affluent
Steve Yi, Admap, November 2013, pp. 36-37
This article argues that Twitter is more useful than Facebook for targeting luxury brand consumers through social media, as it allows a more personalised approach.
This article argues that Twitter is more useful than Facebook for targeting luxury brand consumers through social media, as it allows a more personalised approach. LinkedIn and Facebook are both mass communication methods. If luxury brands target affluent consumers through these channels, they risk alienating people who aspire to the brand. Twitter and similar platforms allow personal communication and increase access to staff members who can provide information and services to affluent consumers.
From the editor: Digital luxury
Colin Grimshaw, Admap, November 2013, pp. 3-3
In his editorial, Colin Grimshaw introduces the November 2013 issue of Admap, which focuses on luxury branding.
In his editorial, Colin Grimshaw introduces the November 2013 issue of Admap, which focuses on luxury branding. He discusses the prospects of Burberry, the luxury fashion retailer, following the departure of its ceo to Apple. Burberry is a much referred to brand in this issue of Admap as it utilises digital technology in stores. Digital is critical to penetrating the Chinese luxury market as it allows brands to tell their story.
Luxury brand marketing: The seamless consumer journey
Eve Samuel-Camps and Mayuko Haldan-Jones, Admap, November 2013, pp. 27-29
This article discusses the importance of integrating digital strategies into luxury brand marketing, allowing for more creative brand story-telling.
This article discusses the importance of integrating digital strategies into luxury brand marketing, allowing for more creative brand story-telling. Such brands have traditionally used high quality print ads and many have translated these into digital formats successfully. Digital strategies are vital for luxury brands as their target groups are higher-than-average users of digital media. Online video has become particularly popular with luxury brands as a way of expressing their stories and identities. This development reflects the desire of consumers to seek understanding of brands in order to select ones which express their values. Luxury brands are well placed to use their rich histories to create credible online content.
Luxury brand marketing: The art of luxury
Paul Simonet and Carlos Virgile, Admap, November 2013, pp. 20-23
This article compares luxury brands with art, arguing that both avoid rational justifications for their existence.
This article compares luxury brands with art, arguing that both avoid rational justifications for their existence. Despite the key difference of luxury brands being commercial and necessarily limiting supply, lessons can be taken from the appeal of art. Inspiration, individuality, skilled production, level of difficulty and uniqueness are common to art and luxury brands. A number of luxury brands are discussed in this context, including Cartier, Burberry, Chanel and Hermés.
Luxury brand marketing: Making a luxury brand
Nir Wegrzyn, Admap, November 2013, pp. 24-26
This article discusses the nature of desire and how this relates to luxury brands. People engage with brands to help them engage with the world: to reflect experiences and frame how they want to be perceived.
This article discusses the nature of desire and how this relates to luxury brands. People engage with brands to help them engage with the world: to reflect experiences and frame how they want to be perceived. Luxury brands embody aspirations and desires, and as such cannot be everyday. The article describes key components that create a luxury brand, including price, differentiation, waiting lists, framing and irrationality. It is argued that despite the change in public discourse due to economic difficulties, the desire for luxury brands will continue.
Meeting the needs of affluent Asian consumers
Low Lai Chow, Event Reports, ad:tech Singapore, June 2013
This report draws on insights from a survey of 7,000 wealthy Asian shoppers conducted by Agility Research & Strategy.
This report draws on insights from a survey of 7,000 wealthy Asian shoppers conducted by Agility Research & Strategy. It revealed that the automotive and travel categories were in an especially strong position across the region, although brands in these sectors must respond to the rising use of digital media by high-earning customers. Another trend currently reshaping the market is the growth of "Generation AAA", a group of ambitious, aspirational and affluent young consumers with distinctive preferences and a love of luxury brands.
Gowthaman Ragothaman, Mindshare, February 2013
This overview of the technology market looks at the growing field of 'wearable technology', which has been estimated to generate $800m in revenue in 2013 and worth $6bn by 2015.
This overview of the technology market looks at the growing field of 'wearable technology', which has been estimated to generate $800m in revenue in 2013 and worth $6bn by 2015. The article highlights some of the impending developments including the Pebble smart watch, which raised a record amount on funding site, Kickstarter, in 2012; a portable fertility monitor from Cambridge Temperature Concepts; and Armour39, an athletic performance monitoring system. However, there are concerns from privacy advocates about the safety of data generated from mobile devices. Expected trends include the renaissance of watches as accessories, an increasing importance on style as functionality becomes standardised and everyday objects will be retrofitted with technology to allow them to interact with software.
Marketing luxury cars in India
Varsha Jain and Kruti Patel, Warc Exclusive, Mudra Institute of Communications, January 2013
This article charts the history of the luxury automobile sector in India and highlights what Indian luxury consumers look for in a car purchase.
This article charts the history of the luxury automobile sector in India and highlights what Indian luxury consumers look for in a car purchase. They are not just attracted by the enhanced driving experience offered by luxury marques; additional features such as comfort, style, power and a sense of exclusivity are important. The luxurious German brands - Mercedes-Benz, Audi and BMW - offer a sense of investment, and hence do well in the Indian market. Major trends include the focus of automotive marketers on smaller cities alongside large, and the fact that Indian consumers adopt international customs rapidly. Due to the youth and technological-savvy of many luxury car buyers in India, digital and social are important strands of typical marketing strategies. Other popular channels include events, training sessions and private parties in order to get customers acquainted with the brand.
Contemporary lustre: Marketing luxury brands in India
Melanie Puddick and Priya Menon, WPP Atticus Awards, Merit, 2012
Wealthy Indians represent a source of enormous potential for global luxury brands, according to the authors of this paper.
Wealthy Indians represent a source of enormous potential for global luxury brands, according to the authors of this paper. It draws upon insights into the luxury market in India that will give a critical analysis of the motivations of the luxury consumer; these insights, the authors argue, will help luxury brands to develop effective targeting strategies that will unlock the massive potential of Indian luxury. The insights include: that there are big regional differences within the subcontinent; that high-end brands still need to respect the value-consciousness ingrained into Indian society; that a particular respect is reserved for exotic and hand-crafted goods; that views about western luxury brands are mixed; and that Indians tend to be less materialistic than their counterparts in western nations. The paper goes on to discuss several Indian luxury consumer typologies.
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Executive, luxury, prestige cars
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