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.
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“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 brands have exploded, so has luxury comms. There are all these new brands, all still competing for the same space. You end up with a lot of luxury brand wallpaper.”