Luxury

Marketing luxury goods and services

Luxury


Barbara Messer, Event Reports, ADMA Global Forum, July 2014

This event report discusses how Audi is winning over consumers in South Korea, where German automotive brands now account for approximately 65% of imported car sales.


Vincent Rousselet, Market Leader, Quarter 4, 2014

This article discusses the rise of the 'hybrid' consumer and explores the underlying trends that are driving this development.


Dirk Ziems and Sami Wong, ESOMAR, Congress, Nice, September 2014

This paper shows how the Chinese Zodiac can provide a model for gaining a deeper psychological understanding of the true emotional meaning of brands among Chinese consumers.


Stephen Whiteside, Event Reports, Northside Festival, June 2014

This event report explains how Rent the Runway, an online platform where shoppers hire designer apparel, has disrupted the fashion industry.


COMPANY PROFILE

Coach (Wearing apparel)
Euromonitor Profiles, July 2014
This Company Profile from Euromonitor provides key details and analysis of luxury apparel and accessories company, Coach. Included is a strategic evaluation with key facts about the U.S. company, competitive positioning against comparative brands, and assessment of its position in the luxury market.

Geoffrey Precourt, Event Reports, ANA Digital & Social Media, July 2014

This event report explains how Equinox, the chain of premium gyms and health clubs, is using digital and social media to connect with its target audience.


Euromonitor Profiles, July 2014
This Company Profile from Euromonitor provides key details and analysis of LVMH, the owner of brands such as Hennessy, Glenmorangie, Belvedere and 10 Cane. Included is a strategic evaluation with key facts about the French company, competitive positioning against comparative brands, and assessment of its position in the alcoholic drinks market.

Euromonitor Profiles, July 2014
This Company Profile from Euromonitor provides key details and analysis of LVMH, the owner of brands such as Mo√ęt & Chandon, Cloudy Bay and Jean-Pierre Moueix. Included is a strategic evaluation with key facts about the French company, competitive positioning against comparative brands, and assessment of its position in the alcoholic drinks market.

Nicolas Chollet, Walther Oettgen and Benjamin Saulnier, ESOMAR, Digital Dimensions, June 2014

This paper explains how freely available internet search engine data can be used to understand consumer needs, perceptions of terms and how brands are viewed.

WARC RECOMMENDS


WARC BRIEFING

Luxury Consumers

Theories and trends in understanding luxury buyers


ARTICLE FOCUS

Meta-luxury for New Elites

The growing demand for high-end luxury


COMPANY PROFILES

Luxury

Data and analysis on the sector's major companies


ARTICLE FOCUS

The 8Ps of Luxury Brand Marketing

Ingredients of a luxury brand – and how to market them


ARTICLE FOCUS

Marketing luxury cars in India

What Indian luxury consumers look for in a car purchase


CASE STUDY

No. 3 London Dry Gin

Designing and selling a new super-premium drinks brand