Beyond Instagram: marketing brands in Australia’s cluttered luxury market

With Instagram clutter and influencers now crowding Australia’s luxury market, getting cut-through to premium consumers has never been more difficult.

In recent years, the Australian luxury goods landscape has become increasingly cluttered. That’s the view of Naomi Parry, Managing Director of luxury public relations firm Black Communications, whose clients include Veuve Clicquot, One&Only Resorts, Kokomo Island and Riedel Glassware, among others.

Read more about luxury retail

  • Why Australia’s luxury retail sector is thriving
  • What we know about luxury shoppers

“When I started Black, we were the only luxury public relations agency in Australia,” Parry told the Mumbrella Luxury Marketing Summit in Sydney.

“There are now 23 PR agencies that claim to be luxury experts. In the same way that luxury...

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