Luxury

Marketing luxury goods and services

Luxury


Design Business Association, Gold, Design Effectiveness Awards, 2015

This case study demonstrates how unique design allowed boutique English perfume house Penhaligon's to achieve a sales increase of 23%.


Design Business Association, Gold, Design Effectiveness Awards, 2015

This case study describes how Fortnum & Mason, a long-running specialist premium food store in London, invested in a redesign that would dramatically increase sales of its tea ranges.


Design Business Association, Silver, Design Effectiveness Awards, 2015

This case study describes how The Library, a boutique London gym, attracted members by offering a sophisticated alternative to the existing fitness offerings.


Design Business Association, Gold, Design Effectiveness Awards, 2015

This case study demonstrates how a new design transformed Johnnie Walker Collection, a set of four miniature JW whisky bottles, into a highly desirable gift pack.


Design Business Association, Silver, Design Effectiveness Awards, 2015

This case study explains how a redesign of long-running premium whisky brand Johnnie Walker Blue Label boosted sales by instilling a renewed sense of premiumness.


Marcia Roosevelt, Admap, February 2015

This article urges a rethink of luxury marketing, as western societies change and make mass-marketing less relevant, while other countries have different approaches to hierarchy.


Euromonitor Profiles, December 2014
This Company Profile from Euromonitor provides key details and analysis of LVMH Moët Hennessy Louis Vuitton, the owner of brands such as Christian Dior, Givenchy, Guerlain, BeneFit, Fresh and Make Up For Ever. Included is a strategic evaluation with key facts about the French company, competitive positioning against comparative brands, and assessment of its position in the cosmetics market.

Anu Sachdev, Warc Prize for Innovation, Entrant, 2014

This case study describes how Sterling Perfumes created and marketed Oros, a new premium perfume, to help them compete in the United Arab Emirates' luxury perfume market.


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.

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