Luxury

Marketing luxury goods and services

Luxury


Euromonitor Profiles, June 2015
This Company Profile from Euromonitor provides key details and analysis of luxury apparel and accessories company, Burberry. Included is a strategic evaluation with key facts about the British company, competitive positioning against comparative brands, and assessment of its position in the luxury market.

Camille Drucker, Thomas Minc and Matt Spector, Warc Prize for Social Strategy, Entrant, 2015

This case study describes how Ultimune beauty serum was launched in the US by encouraging women to share their natural beauty with each other.


Nielsen, May 2015

This article examines the luxury consumer landscape in the US, identifying five segments of consumers who have distinct approaches to luxury consumption and recommends ways to build relationships with each.


Edward Bell, Admap, June 2014

This article outlines the current state of the luxury market in China, as demographic and legal changes affect what sells.


Xiaotong Jin, Hefeng Wang, Tianxin Wang, Yang Li and Shengliang Deng, International Journal of Market Research, Digital First, June 2015
In 1899, Thorstein Veblen introduced socially contingent consumption into the economic literature. However, it was not until recent years that empirical studies of his theory begin to appear in mainstream economic literature with diversified conclusions.

Darika Ahrens, Admap, May 2015

This article debunks the myth that the web is for bargain hunters and luxury doesn't 'do digital'.


Euromonitor Profiles, March 2015
This Company Profile from Euromonitor provides key details and analysis of luxury apparel and accessories company, Ralph Lauren. 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.

Bob Shullman, Admap, April 2015

This article summarises a survey into buying luxury brands in the US and finds that the luxury brands should rethink their consumer base and how they market to them, focusing more on lower-income segments.


ARF Ogilvy Awards, Silver, Retail & ecommerce, 2015

This case study explains how Ritani, a high-end jewellery brand in the US, used research to understand and improve its advertising effectiveness in the long purchase cycle of engagement rings.

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