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Luxury brands

Key reading


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.

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 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.

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

Changing gear: How BMW is staking its claim to the luxury end of the car market

This event report looks at how automaker BMW is shifting its marketing emphasis away from its engineering prowess to include the benefits and fun of the technology it now incorporates in its cars.

Coach taps Apple's iMessage – and abandons its branded app

This event report addresses how Coach, the high-end fashion brand, is leveraging Apple's iMessage service to engage consumers.

Do Price Promotions Help or Hurt Premium-Product Brands? The Impact of Different Price-Promotion Types on Sales and Brand Perception

Although various types of price promotion are used to increase sales, they negatively may affect consumers' perceptions of a premium-product brand.

The F word: Eight key principles that every brand can learn from the fashion industry

This article lists eight key principles that non-fashion brands can learn from the enigmatic and profitable fashion industry.

Want to find out more? Contact us

Monique Dolbin


Monique Dolbin
+1 202 778 0680

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200