The WARC Guide to luxury marketing in an era of change

This WARC Guide provides a summary of new thinking and best practice on luxury marketing in an era of change.
  • Priorities, values and motivations have shifted post-pandemic, impacting luxury sensibilities – some luxury brands are taking a 'masstige' approach, making luxury products accessible to a wider audience.
  • Luxury brands can maintain relevance amid changing behaviours by communicating value for money, and highlighting exclusivity and quality of products.
  • Heritage is a key asset for luxury brands but to stay relevant brand heritage should be assessed in the light of prevailing cultural trends.
  • Luxury brands need to consider a variety of audiences and their motivations and ensure a holistic luxury retail experience across all touchpoints and messaging....

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