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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

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.

BMW xWalk

This case study explains how BMW, the car brand, created an art installation at the Dubai World Trade Centre that gave people experience of their new BMW X6, with an optical illusion.

Johnnie Walker Blue Label: "A gentleman's wager" viral campaign

This case study describes how Johnnie Walker repositioned itself in the post-Global Financial Crisis (GFC) luxury category by subverting the norms of deluxe whiskies and emphasising its credentials.

Johnnie Walker Houses

This case study describes how Diageo established Scotch whisky as part of a sophisticated and luxurious lifestyle in China by creating an embassy for whisky culture: The Johnnie Walker House.

Latest articles

Global luxury goods trends report

This report discusses the future of the global luxury goods industry, including changes in key markets, the impact of luxury wearables and how brands are looking for more meaningful 'luxury experiences'.

Prada SpA (Luxury)

This Company Profile from Euromonitor provides key details and analysis of Prada SpA, the fashion house.

Kering SA (Luxury)

This Company Profile from Euromonitor provides key details and analysis of Kering SA, the owner of brands such as Gucci, Balenciaga, and Alexander McQueen.

LVMH Moët Hennessy Louis Vuitton (Wearing apparel)

This Company Profile from Euromonitor provides key details and analysis of luxury apparel, wines and spirits and beauty company, LVMH, the owner of brands such as Dom Pérignon, Christian Dior and Donna Karan.

Want to find out more? Contact us

Monique Dolbin

Americas

Monique Dolbin
+1 202 778 0680
americas@warc.com

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200
asiapacific@warc.com