Luxury marketing after the crash: Three ways it’s changing

This report on post-recession changes to luxury marketing is based on the address of Rémi Babinet, Chairman of BETC Euro RSCG and Global Chief Creative Officer at Havas, to the Spikes Asia conference in Singapore.

Luxury marketing after the crash: Three ways it's changing

David TiltmanWarc

There have been three major shifts in luxury marketing, according to Rémi Babinet, Chairman of BETC Euro RSCG and Global Chief Creative Officer at Havas. Speaking at the Spikes Asia conference in Singapore, he showed how the luxury industry had subtly adapted its communications since the "financial and moral crisis" of the past three years. And he suggested that where luxury was leading, premium brands were now following.

Underpinning his arguments was research from BETC Euro RSCG across six markets – China, Japan, the US, Brazil, France...

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