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News

BEIJING: WeChat is a fundamental channel through which to reach Chinese consumers around the world and in real time, but some of the most luxurious global brands are yet to figure out a firm strategy.

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 Coty Inc, owner of brands such as Rimmel and Marc Jacobs.

Article

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

Article

Offers a category analysis of hair care in the US, including company profiles, market data and key trends and developments.

Article

Provides an overview of the past, present and future of premiumisation, including an explanation of the second wave of premiumisation and long-term global income trends.

Research Paper

Building on source-credibility theory, the authors tested a structural model for advertisers and scholars to explain brand outcomes of celebrity endorsement.

Article

This article reveals the books that influenced Jed Hallam, chief strategy officer at Initiative.

Case Study

Focusing on the “theatre of the retail offer” helped Hagkaup, the Icelandic supermarket retailer, increase sales and the number of customers.

News

NEW YORK: Social media marketing and e-commerce will draw increased investment from a majority of the luxury industry’s decision-makers, as the onward march of digital heralds further disruption.

News

MELBOURNE: Australia’s luxury retail industry is growing at more than 10% a year, with two thirds or more of all spending coming from Chinese shoppers.

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.