Luxury

Marketing luxury goods and services

Luxury


Euromonitor Profiles, March 2015
This Company Profile from Euromonitor provides key details and analysis of luxury apparel, wines and spirits and beauty company, LVMH, the owner of brands such as Dom Pérignon, Christian Dior and Donna Karan. Included is a strategic evaluation with key facts about the French company, competitive positioning against comparative brands, and assessment of its position in the luxury market.

ARF Ogilvy Awards, Silver, Retail & ecommerce, 2015

This case study explains how Ritani, a high-end jewellery brand in the US, used research to understand and improve its advertising effectiveness in the long purchase cycle of engagement rings.


Stephen Whiteside, Event Reports, NRF Big Show, January 2015

This event report discusses how Harrods, the iconic department store in London, is using gamification to engage consumers.


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.


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


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.

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