Marketing luxury goods and services


Felix Zoellner and Tobias Schaefers, Journal of Advertising Research, Vol. 55, No. 3, 2015
Although various types of price promotion are used to increase sales, they negatively may affect consumers' perceptions of a premium-product brand. The authors of this study believe their work advances the limited research in this area by distinguishing between direct- versus indirect-price reduction and marketers' use of a "precondition"—i.e., promotions offering free gifts, trade-in incentives, or loyalty-program benefits.

Ronnie Thomas , Warc Prize for Connection Strategy, Shortlisted, 2015

This case study describes how Johnnie Walker Blue Label, a premium scotch whisky, ran its first centrally-executed global digital campaign to raise the brand from premium to luxury.

Jean-Noël Kapferer, Research on Warc, November 2014

This extract from the book 'The Brand Challenger' discusses luxury marketing, and puts forward five 'anti-laws', where the usual rules of marketing do not apply to luxury brands.

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.

Victoria Cook, WPP Atticus Awards, Merit, Media and Communications Planning, 2015

This report explores the global luxury market, describes ten cultural dynamics driving change in the market, and applies those trends to several luxury categories.

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.

Effie Worldwide, Finalist, North America Effies

This case study explains how Calvn Kleins, the underwear brand, used a global social media campaign to engage with fans and prove its relevancy.



Luxury Consumers

Theories and trends in understanding luxury buyers


Meta-luxury for New Elites

The growing demand for high-end luxury



Data and analysis on the sector's major companies


The 8Ps of Luxury Brand Marketing

Ingredients of a luxury brand – and how to market them


Marketing luxury cars in India

What Indian luxury consumers look for in a car purchase


No. 3 London Dry Gin

Designing and selling a new super-premium drinks brand