Luxury

Marketing luxury goods and services

Luxury


Wolfgang Schaefer, Warc Best Practice, July/August 2015

This article explores how luxury brands use digital and social media to build proximity to consumers whilst maintaining distance in an 'unselling' strategy.


Rhiannon Price, Admap, July/August 2015

This article argues that a cultural shift in China away from materialism means that the Chinese luxury car market needs to be more creative.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Australian MasterCard evoked an emotional response to its brand by focusing on local rather than national attributes.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how the SmartLife Foundation in Dubai employed crowd-sourced social empathy to raise funds to help educate labourers' children.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Tomtom International resurrected a dying market in Portable Navigation Devices (PNDs) in Germany and the UK.


Cannes Creative Lions, Gold, Creative Effectiveness Lions, 2015

This case study describes how UK department store John Lewis executed its 2013 Christmas campaign, 'the Bear and the Hare', achieving increased brand affinity and sales.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Orbis HK, a Hong Kong charity, set out to increase donations to help the blind see again.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how the Haven Night Shelter on Napier in South Africa attracted positive media attention to drive regular donations of clothing for the homeless to its pop-up Street Store.


Tahaab Rais, Warc Prize for Social Strategy, Entrant, 2015

This case study describes how Emirates NBD, a bank operating in UAE, enhanced its image by showcasing the artistic talents of people with special needs.

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