Targeting luxury consumers: The new rules of engagement for media

To future-proof growth, luxury brands now recognise the need for a multi-channel media strategy. Luxury brands that at first were reluctant to use digital and e-commerce have embraced both as digital touchpoints have reshaped the luxury category.

Luxury audiences are getting younger, more diverse and harder to track. They are increasingly dispersed across different markets and attention is fragmented. Simply advertising in premium media is no longer enough. Alternative ways of targeting and engaging...

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