Luxury

Marketing luxury goods and services

Luxury


Emily Barley, Event Reports, Perspectives on China, October 2014

This report looks into how Chinese consumers research and buy luxury goods and services, and discusses associated cultural trends.


Marie-Julie Lorenzo , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how Porsche, the luxury car brand, used Weibo, the microblogging site, to promote the new Porsche 911 Turbo S in China.


Marie-Julie Lorenzo , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how Porsche, the luxury car brand, leveraged its 50th anniversary to increase awareness of its sports car credentials in China.


Marie-Julie Lorenzo , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how Qeelin, a high-end jewellery brand and part of the French group Kering, built awareness in China.


Marie-Julie Lorenzo , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes a promotional campaign around the visit of Jiang Qiong Er, the founder of the Shang Xia luxury brand in China, to the Élysee palace, home to the president of France.


Marie-Julie Lorenzo , Warc Prize for Asian Strategy, Entrant, 2014

This campaign promoted the launch of a store in Paris for Shang Xia, a luxury Chinese lifestyle brand developed in partnership with fashion house Hermes.


Marie-Julie Lorenzo , Warc Prize for Asian Strategy, Entrant, 2014

With this campaign, Glamour Sales, a luxury e-commerce website in China, found a way to stand out amongst all of the competition's promotions during the Chinese New Year.


Marie-Julie Lorenzo , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes the creation and launch of a new brand ambassador for Glamour Sales, a luxury e-commerce company in China.


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.

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