What we know about luxury brands

Provides marketers with information and guidance about luxury brand advertising.

Luxury brands are emotional and cultural purchases that defy many traditional laws of marketing, particularly around the use of promotion and distribution. The market is growing, consumers increasingly young and many brands are setting new standards in omnichannel marketing and digital advertising strategies that engage the consumer during the lifetime of the brand relationship. Today, luxury is less about traditional notions of prestige or exclusivity, and more about intrinsic quality, brand experience and values


The luxury sector ranges from ‘premium FMCG’ brands, which rely on wide distribution and popular, yet aspirational appeal, through to brands that live or die...

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