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Research Paper

Taking the case of China, this paper examines the relationship between different luxury value dimensions, and explores how these affect consumers’ purchase intentions.

News

ASIA: Luxury marketing is increasingly about experiencing the brand as a way of building awareness and loyalty, and with Southeast Asian consumers among the heaviest users of social media, a digital experience is becoming a requirement for upmarket ...

Article

This essay looks at personalisation in Indian marketing, arguing that brands should follow the example of luxury brands for whom personalisation is a mark of quality, that speaks an agile, local language.

Article

This article argues that ad agencies are suffering from a lack of differentiation and must avoid the negatives of commoditisation by reinventing themselves.

News

NEW YORK: Calvin Klein, Ralph Lauren and Hugo Boss are among the luxury fashion brands which affluent men are most familiar with and likely to have bought in the last year – but not necessarily the offerings they are most likely to recommend.

Article

This event report looks at the research that goes into developing a new fragrance and how a degree of rationality can be applied to what is essentially an emotional experience.

News

SHANGHAI: International luxury brands are gradually expanding their online offer in China, but their strategies need to align with the preferences of the Chinese luxury consumer, a new report has advised.

Article

This extract from the book 'The Brand Challenger' discusses luxury marketing, and puts forward five 'anti-laws', where the usual rules of marketing do not apply to luxury brands.

Article

In this collection of articles the various elements of the online advertising ecosystem are explained.

Article

The Programmatic Primer is designed to enable advertisers to take advantage of the opportunities offered by programmatic advertising.

Article

This report explores the global luxury market, describes ten cultural dynamics driving change in the market, and applies those trends to several luxury categories.

Case Study

This case study describes how Australian men's fashion designers MJ Bale created awareness and sales amidst the established tailors market by emphasising the provenance and quality of its materials.

Research Paper

In 1899, Thorstein Veblen introduced socially contingent consumption into the economic literature. However, it was not until recent years that empirical studies of his theory begin to appear in mainstream economic literature with diversified conclusions.

Case Study

This case study describes how Sterling Perfumes created and marketed Oros, a new premium perfume, to help them compete in the United Arab Emirates' luxury perfume market.

Case Study

This case study explains how Unicef, the international children's charity, created a mobile app to engage with people aged 18-35 in the US, in its 'Tap Project', which seeks to reduce deaths from preventable illnesses caused by dirty water.

Article

This article demonstrates the importance of innovation to brands and how to brand innovation once it has been developed.

Article

This event report describes how Warby Parker, the eyewear retailer, developed a new online approach to the category with a heavy focus on customer service.

Case Study

This case study describes how Joe Boxer, a Canadian underwear brand, undertook a rebranding to develop a premium positioning targeting men aged 17 to 34 in order to maintain its listing at a major retailer.

Article

This article discusses a number of collaborative luxury brand extensions which are aimed at delivering an experience for consumers.

Research Paper

This paper investigates the meaning of sustainable luxury among the wealthy, who are the primary target group of luxury brands.

Case Study

This case study describes how M.J. Bale, an Australian men's fashion label, used a cricket related campaign to increase sales.

Article

This report draws on insights from a survey of 7,000 wealthy Asian shoppers conducted by Agility Research & Strategy.

News

RIO DE JANEIRO: Audi, BMW, Mercedes-Benz and Range Rover are among the most-searched for luxury auto brands in Brazil, a study has found.

Research Paper

This paper details a major ethnographic study in 2012 to understand the influence of digital devices across major cities in Asia (Singapore, Jakarta, Kuala Lumpur,Bangkok, Saigon, Hong Kong, Shanghai and Delhi).

Research Paper

With the rapid growth of smartphone and smartphone application users, mobile apps have attracted an increasing amount of attention as an engaging platform for marketing communication.