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Luxury brands

Luxury brands market themselves with extreme exclusivity, often with a focus on craftsmanship, and allow consumers to buy into the premium quality and exclusivity of the brand. A focus on brand experience has made luxury brands pioneers in certain areas of digital advertising (for example, high-quality online content). The nature of luxury brands has changed in recent years, and they are increasingly being ‘democratised’ as product categories such as ‘accessible luxury’, ‘mass-luxury’ and ‘premium FMCG’ have been created.

Key Reading

Important papers from across the Warc database

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.
A guide to the challenges and opportunities of the luxury market.
Eight essential facts about managing and marketing luxury brands.
Tracks changes in top markets, the impact of wearables and the rise of meaningful luxury experiences.
Best Practice paper on how luxury brands are rethinking their approach for digital-savvy consumers.

Case Study

This case study explains how Watchfinder, a company that buys and sells luxury watches, used programmatic channels to attract new users and increase purchases in the UK.

Case Study

This case study describes how Lexus, the Japanese car manufacturer, created a purpose for its brand in the Australian mind: to prove the connection between a driver and a Lexus.

Case Study

This case study describes how Prada Group, an Italian fashion company, repositioned its brand and evolved perceptions of the company.

Case Study

This case study describes how P&O Cruises, a cruise holiday company in the UK, launched a media campaign to change its focus away from cheap deals, and to engage new customers and increase sales.

Case Study

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.

Case Study

This case study describes how car manufacturer Nissan used behavioural trends, and attitudinal attributes of the audience's engagement via visual and video content to launch its GT-R marque in India.
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Article

This event report details how GfK, a market research firm, has been examining why the luxury goods industry is forecast to remain in stagnation in high-growth and mature markets.

Article

This report discusses the luxury goods industry in a global context, including changes in key markets, consumer attitudes and technology’s influence on luxury goods.

Article

This paper outlines the findings from Euromonitor International's Beauty survey, which drew from 1000 online consumers in 20 markets and concludes that the diversity of global beauty routines creates expansion opportunities.

Article

This paper explains how luxury brands need to adapt to an evolving market comprising digital opportunities, millennial shoppers, the concept of "affordable" luxury and the need for strong, personalised brand-consumer relationships.

Article

This annual report by J Walter Thompson Intelligence investigates the trends and emerging consumer behaviours set to shape marketing globally in 2017.

Article

This event report addresses how Aston Martin, the luxury auto marque, is shifting gears to meet the changing needs of luxury consumers.
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  1. Article

    This paper explains how luxury brands need to adapt to an evolving market comprising digital opportunities, millennial shoppers, the concept of "affordable" luxury and the need for strong, personalised brand-consumer relationships.

  2. Article

    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'.

  3. Article

    This article provides marketers with information and guidance about luxury brand advertising.

  4. Article

    This trend report examines the major trends set to shape the global advertising landscape in 2016, covering technology, brand and marketing, food and drink, culture, travel, beauty, retail, health, lifestyle and luxury.

  5. Article

    This extract from the book 'The Brand Challenger' discusses luxury marketing, and puts forward five 'anti-laws', where the usual rules of marketing do not apply to luxury brands.

  6. Article

    This report explores the global luxury market, describes ten cultural dynamics driving change in the market, and applies those trends to several luxury categories.

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