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Luxury brands


Key reading

Cartier

The Brand Challenge: Luxury branding

This article, by Jean-Noël Kapferer, discusses luxury marketing, and puts forward five 'anti-laws', where the usual rules of marketing do not apply. These anti-laws include discontinuing a product when it sells too much, focussing on taste and experience to build a sense of luxury, and balancing historical roots with bold new moves.

What we know about luxury brands

Eight essential facts about managing and marketing luxury brands.

Trends in the global luxury goods market

Tracks changes in top markets, the impact of wearables and the rise of meaningful luxury experiences.

Five ways to market prestige brands

Best Practice paper on how luxury brands are rethinking their approach for digital-savvy consumers.
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New models for luxury marketing

How local, national and cultural factors outweigh economic indicators in shaping perceptions of luxury.




Latest case studies

How P&O Cruises turned price demand into brand demand in order to shore up its future growth

This case study describes how P&O Cruises, a cruise holiday company in the UK, launched a media campaign to change its focus away from cheap deals, and to engage new customers and increase sales.

Land Rover New Zealand: Love from Land Rover

This case study shows how Land Rover, a car-manufacturing brand, created the 'greatest Valentine's Day gift ever' and used traditional mass media to target just four specific New Zealanders.

Volvo XC90: Volvo Virtual Sellout

This case study illustrates how Volvo, the Swedish car manufacturer, conveyed the experience of a car without actually having produced it.

Bulgari: The Story of O

This case study shows how Bulgari, a luxury brand, created an original movie to launch its new product line in China.

Latest articles

The changing face of luxury: what affluent consumers want

This event report details how GfK, a market research firm, has been examining why the luxury goods industry is forecast to remain in stagnation in high-growth and mature markets.

Coach taps Apple's iMessage – and abandons its branded app

This event report addresses how Coach, the high-end fashion brand, is leveraging Apple's iMessage service to engage consumers.

Changing gear: How BMW is staking its claim to the luxury end of the car market

This event report looks at how automaker BMW is shifting its marketing emphasis away from its engineering prowess to include the benefits and fun of the technology it now incorporates in its cars.

Do Price Promotions Help or Hurt Premium-Product Brands? The Impact of Different Price-Promotion Types on Sales and Brand Perception

Although various types of price promotion are used to increase sales, they negatively may affect consumers' perceptions of a premium-product brand.

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Monique Dolbin

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Monique Dolbin
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