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News

BEIJING:  A draft e-commerce law in China has the potential to increase pressure on smaller online retail companies to crack down on the sale of fake and counterfeit products on their platforms.

Case Study

Adidas Originals, an adidas sub-brand devoted to streetwear, remade Frank Sinatra's My Way and made it the soundtrack to its online video to spread the message globally that original is never finished.

Case Study

Bank of America, a financial institution, used an integrated marketing approach to launch its Friends Again campaign in the US and promote its new peer-to-peer mobile payment system, Zelle.

News

BEIJING/NEW YORK: A New York-based start-up has found an innovative niche by enabling US retailers to engage directly with young Chinese consumers via livestreamed shopping events.

News

SHANGHAI: International luxury brands are jumping on China’s live-streaming craze as Fashion Week in European capitals offers new chances to engage Chinese shoppers.

Gunn Report

Contains the creative for the 'Dark To Light' campaign for Gucci Guilty by the agency MediaCom in the UK.

News

PITTSBURGH, PENN: The decision of leading gunseller Dick’s Sporting Goods to stop selling assault rifles or selling any guns to people under the age of 21 has added momentum to the gun control movement and may encourage more brands to take a ...

Article

Explores current thinking and writing on the topic of choosing a brand name, an identity and a strategic point of departure for the brand if done right.

News

LONDON: Oxfam, the charity retailer, has emerged as an unlikely champion of online fashion retail, but reframing its image required a careful strategy.

Article

As cars evolve, so too does their marketing and traditional product-led advertising is giving way to a new approach as in-car technology takes centre stage.

News

GLOBAL: Targeting may have become increasingly sophisticated thanks to digital, but marketers are still fixated on age when they ought to be concentrating on attitudes and behaviours, an industry figure argues.

Article

This annual report by J Walter Thompson Intelligence charts 10 emerging trends across 10 sectors that will shape marketing globally in 2018, spanning culture, tech, travel and more.

Article

The post-demographic age manifests itself in many ways and this article previews a series of papers which show how audiences can no longer be relied upon to behave in the way their demographic profile suggests.

Article

The financial turmoil of the past decade, increased life expectancy and cultural shifts have changed the attitudes to brands and relative spending behaviours of different consumer segments.

Article

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2017 WARC Awards.

Article

Coty, the cosmetics company, is seeking to strike the right balance between branded apps and third-party interactive platforms in order to best serve consumers.

Article

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

Article

The term 'personalisation' covers a wide range of possibilities and fashion brands are exploring everything from how to deliver advice online to new segmentation approaches.

Article

This article covers the specific linguistics of successful luxury brand names and offers a scientific framework for what makes a brand name portray luxury to consumers with ‘sound symbolism’.

News

SHANGHAI: Luxury brands have long been wary of China’s e-commerce platforms – which are rife with fake goods – but with Chinese e-retailing now worth US$751bn annually, they can no longer afford to look away.

News

BEIJING: Alibaba, the Chinese e-commerce giant, has unveiled several significant enhancements to its Intellectual Property Protection (IPP) Platform as it seeks to reassure brands that its online marketplaces are safe from counterfeiters.

Research Paper

This paper investigates how different phonetic structures used in brand names affect their luxurious appeal.

Case Study

This case study shows how IBM, a technology platform, used fashion and artificial intelligence in 'The Cognitive Dress' campaign to reach US millennials.

Case Study

This case study shows how Gucci Guilty, a perfume brand, doubled its market share globally by teasing viewers to use different platforms to access the full content of its campaign.

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.