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Luxury brands


Key reading

Cartier

The Brand Challenge: Luxury branding

This article, by Jean-Noël Kapferer, discusses luxury marketing, and puts forward five 'anti-laws', where the usual rules of marketing do not apply. These anti-laws include discontinuing a product when it sells too much, focussing on taste and experience to build a sense of luxury, and balancing historical roots with bold new moves.

What we know about luxury brands

Eight essential facts about managing and marketing luxury brands.

Trends in the global luxury goods market

Tracks changes in top markets, the impact of wearables and the rise of meaningful luxury experiences.

Five ways to market prestige brands

Best Practice paper on how luxury brands are rethinking their approach for digital-savvy consumers.
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New models for luxury marketing

How local, national and cultural factors outweigh economic indicators in shaping perceptions of luxury.




Latest case studies

Land Rover New Zealand: Love from Land Rover

This case study shows how Land Rover, a car-manufacturing brand, created the 'greatest Valentine's Day gift ever' and used traditional mass media to target just four specific New Zealanders.

BMW xWalk

This case study explains how BMW, the car brand, created an art installation at the Dubai World Trade Centre that gave people experience of their new BMW X6, with an optical illusion.

Volvo XC90: Volvo Virtual Sellout

This case study illustrates how Volvo, the Swedish car manufacturer, conveyed the experience of a car without actually having produced it.

BMW: Driving Moments That Matter

This case study describes how automobile manufacturer BMW created a timely connection with its American audience to drive consumers into dealerships.

Latest articles

Global luxury goods trends report

This report discusses the future of the global luxury goods industry, including changes in key markets, the impact of luxury wearables and how brands are looking for more meaningful 'luxury experiences'.

The Lexus ‘Hoverboard’ and the future of online video

This event report discusses the Lexus 'Hoverboard' video campaign, which centred on a spectacular stunt that was turned into a brand film and boosted Lexus' relevancy.

Prada SpA (Luxury)

This Company Profile from Euromonitor provides key details and analysis of Prada SpA, the fashion house.

Kering SA (Luxury)

This Company Profile from Euromonitor provides key details and analysis of Kering SA, the owner of brands such as Gucci, Balenciaga, and Alexander McQueen.

Want to find out more? Contact us

Monique Dolbin

Americas

Monique Dolbin
+1 202 778 0680
americas@warc.com

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200
asiapacific@warc.com