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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 shows how Audi, the car manufacturer, increased brand awareness and sales in the UK by using a three-phased campaign focused on its cars' engineering beyond speed.

Case Study

This case study shows how Guccy Guilty, a perfume brand, doubled its market share globally by teasing viewers to use different platforms to access the full content of its campaign.

Case Study

This case study describes how Canada Goose, a clothing manufacturer, launched its first global advertising campaign through a short film.

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 Prada Group, an Italian fashion company, repositioned its brand and evolved perceptions of the company.

Case Study

This case study shows how Signature, a whisky brand, tapped into millennials' aspirations in order to increase brand equity in India.
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Article

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

Research Paper

This paper investigates how different phonetic structures used in brand names affect their luxurious appeal.

Article

This event report outlines how Diageo, the alcoholic drinks group, is connecting its brands with engaging consumer experiences.

Article

This article explores the changing behaviours and expectations of luxury consumers whose idea of luxury is becoming more experiential and immersive, and driven by technology and on–the–go lifestyles.

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.
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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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