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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

Canada Goose: Out There

This case study describes how Canada Goose, a clothing manufacturer, launched its first global advertising campaign through a short film.

Watchfinder: The right watch ad at the right time

This case study explains how Watchfinder, a company that buys and sells luxury watches, used programmatic channels to attract new users and increase purchases in the UK.

Connecting man to machine; Australia to Lexus

This case study describes how Lexus, the Japanese car manufacturer, created a purpose for its brand in the Australian mind: to prove the connection between a driver and a Lexus.

Porsche: Virtually Porsche

This case study details how Porsche, the car company, used virtual reality to help more people in the US experience what it is like to drive a Porsche.

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.

The future 100: Trends and change to watch in 2017

This annual report by J Walter Thompson Intelligence investigates the trends and emerging consumer behaviours set to shape marketing globally in 2017.

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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