Warc Briefing: Luxury Marketing

This briefing offers an overview of the history, theories and key trends related to Luxury Marketing.

Warc Briefing: Luxury

Definition: Luxury brands are high ticket, infrequently purchased goods and services typically only available to an elite because of their price, scarcity or limited public profile.

Quick facts

  • China will account for 20% of the global luxury market by 2015i.
  • Four macro trends have driven the long-term increase in global luxury purchasing: increased disposable income, reduced unemployment, falling production costs and increased female employmentii.
  • The number of Louis Vuitton stores worldwide has grown from 251 to 450 in a decadeiii.

History and future outlook

The luxury...

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