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Opinion

For most brands, the relationship they have with their consumers is passive; meanwhile, others have been able to enter a different space, where consumers share their content and participate in the brand.

News

NEW YORK: Uber, the beleaguered ride-sharing platform, has gained more millennial customers at a faster rate than any other company in the US over the past year.

Article

This article explains how beauty brands can overcome biases about their category and use bold online strategies that resonate with consumers.

Article

This report discusses the luxury goods industry in a global context, including changes in key markets, consumer attitudes and technology’s influence on luxury goods.

Research Paper

Gay and lesbian consumers increasingly are recognized as a lucrative target market. Advertisements more frequently incorporate images of gay and lesbian people; however, more research is needed to understand mainstream (heterosexual) consumer response to these advertisements.

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.

News

SHANGHAI/NEW YORK: Chinese e-commerce retailer JD.com has taken the runway at New York Fashion Week as it seeks to raise its profile as the Chinese home of international fashion brands.

News

AMELIA ISLAND, FL: Fearlessness, being open to failure and an emphasis on "marketing to humans" could all help brands make progress over the coming months, according to a leading executive from the ANA.

Article

This event report outlines various marketing best practices from brands which are effectively tapping the power of digital and social media.

News

ORLANDO, FL: Calvin Klein, the fashion brand, believes the technology-adoption cycle can represent a meaningful guide for achieving modern marketing success.

Article

This event report outlines how Calvin Klein, the fashion brand, follows the contours of the technology adoption cycle in crafting its marketing campaign.

News

LONDON: Opportunities for product placement and reaching younger audiences are encouraging an increasing number of brands to use music videos as an essential component of their campaigns.

News

LONDON: In his bestselling book, Grow, former Procter & Gamble CMO Jim Stengel outlined how the highest-performing companies used the power of brand ideals to drive success, but his case was flawed argue two leading industry figures.

Article

This article argues that there is no single secret to sustained business success, and there is no proof that 'brand purpose' delivers growth.

Case Study

This case study explains how Calvn Kleins, the underwear brand, used a global social media campaign to engage with fans and prove its relevancy.

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.

Article

This Company Profile from Euromonitor provides key details and analysis of INDITEX - Industria de Diseño Textil, the owner of brands such as Zara and Uterqüe.

Article

This Company Profile from Euromonitor provides key details and analysis of luxury apparel and accessories company, Ralph Lauren.

Case Study

This case study demonstrates how a fresh design allowed Vivid, a brand of matcha green tea, to successfully enter the highly competitive market of grab and go health-focused drinks in the UK.

Research Paper

Scholars have documented that many consumers have positive attitudes towards responsible products but do not consistently buy these alternatives.

News

SINGAPORE: Both Chinese and American affluent consumers expect quality when considering luxury products, but exclusivity carries a much higher premium in China while price matters more for Americans, recent analysis has shown.

Article

This event report explains how Coty, the beauty and cosmetics company, has changed its approach to marketing as the way people perceive and connect with brands changes.

Article

This Company Profile from Euromonitor provides key details and analysis of luxury accessories company, Swatch.

Research Paper

This paper explains how organisations with seemingly disimilar target audiences and product offerings can construct a unified master brand positioning.

Article

This article explains how to engage in brand valuation and demonstrates the real commercial benefit marketing delivers to a business.