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Article

This Company Profile from Euromonitor provides key details and analysis of Beiersdorf AG, the owner of brands such as Nivea, La Prairie and Labello.

Article

This Company Profile from Euromonitor provides key details and analysis of Estée Lauder, the owner of brands such as Clinique, Mac and Bobby Brown.

News

TOKYO: Despite the luxury sector’s traditional reluctance to embrace direct-to-customer ecommerce solutions for sales, two mature luxury markets have shown a particular divergence as just 73% of brands in Japan have adopted, compared to 90% ...

News

SHANGHAI: Brands looking to prosper in China need to tap into the nation’s cultural trends and position themselves in a way that resonates with key demographic groups a new study suggests.

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.

Article

This article explores how marketers should approach the challenge of pricing in 2017, as the weak pound begins to affect costs.

Article

This paper explains how luxury brands need to adapt to an evolving market comprising digital opportunities, millennial shoppers, the concept of "affordable" luxury and the need for strong, personalised brand-consumer relationships.

Article

This Best Practice paper explains how to position a brand, arguing that effective positioning needs to be distinctive, appealing and relevant.

Article

This article presents four steps brands can take to ensure they succeed with moment marketing through social media, as they engage with potential customers, often in conjunction with TV viewing.

Article

The article outlines how Mondelez, Moleskine and Secoo are using Single's Day, the world's biggest e-commerce event, as a starting point to grow their e-commerce presence in China with CRM and data-driven strategies.

Article

This article considers the placement and choice of soundtracks in Christmas advertising, asking whether it is better to match the trends of the day, or the needs and strengths of the brand.

Case Study

This case study describes how the Ralph Lauren perfume brand Polo Red targeted Brazilian tourists travelling to and from the US with hyper-personalised messages and creative to achieve standout in the crowded airport terminal environment.

Case Study

This case study demonstrates how Unilever used smart targeting online in order to promote its Comfort Pure fabric softener to consumers in Vietnam.

Article

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.

Article

This Company Profile from Euromonitor provides key details and analysis of LVMH Moët Hennessy Louis Vuitton, the owner of brands such as Christian Dior, Givenchy, Guerlain, BeneFit, Fresh and Make Up For Ever.

Article

This article finds four different ways in which consumers across five key markets perceive brands as authentic - a value that has become increasingly important in driving purchases.

Article

The article examines how Colgate, Philips and Durex partnered with popular celebrities and online influencers to build their brands in India.

News

SAN FRANCISCO: Leading brands face a growing reputational risk from fraudsters and scammers because about a fifth (19%) of the social media accounts associated with 10 global brands have been found to be fraudulent.

Article

This article explores the rise of multiscreening, and the techniques and methods through which advertising across platforms can be measured for effectiveness.

News

BEIJING: Dior, Gucci and Chanel are among the luxury, beauty and fashion brands gaining the strongest traction with key opinion leaders (KOLs) on social media in China, according to a study that highlights the importance of this marketing channel.

Case Study

The case study describes how Lacoste, a French clothing brand created in 1933, used a 360 degree marketing approach to reignite its fans' passion for the brand while maintaining that important link to its sports DNA.

News

NEW YORK: Luxury brands need to consider creating a range of "entry-level" products to attract some 50m new consumers in younger age groups and emerging markets over the next four years a new report has said.

Research Paper

This paper looks at the Chinese millennial, studying the values and attitudes of the generation that will form the 'most important consumer society in the world'.

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.

News

BEIJING: Luxury brands targeting Chinese consumers are having to reassess their pricing strategies and product mix according to new research which indicates these shoppers are becoming increasingly shrewd in their buying habits.