Article
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Stephen Whiteside, Event Reports, CommerceNext, July 2018
QVC, the shopping network, has enhanced its digital activities in various ways as it reflects changing habits and new opportunities for its brand.
Article
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Matthew Carlton, Event Reports, MRS B2B Research Conference, June 2018
Retailers looking to develop their in-store experiences should consider all the senses, not just sound and vision.
News
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04 July 2018
HONG KONG: New apps, pop-up stores, data analytics, augmented reality and virtual reality are all high on retailers’ own shopping lists as they strive to improve the experience for consumers, new research from Asia shows.
Case Study
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Lina Fateen, Tahaab Rais, WARC Prize for MENA Strategy, Shortlisted, 2018
The Egyptian Autistic Society used an integrated strategy to change society's misperceptions about autism.
Article
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Jerry W. Thomas, Admap, June 2018, pp. 41-43
Examines how to achieve two of the main measures of brand strength – aided and unaided brand awareness – and expands on how to get the most out of commercial and other advertising as a result.
News
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30 May 2018
BEIJING: Three in ten Chinese consumers expect to buy more imported products over the next six months, according to a new survey by the Ministry of Commerce.
News
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15 May 2018
GLOBAL: Luxury brands may have been initially reluctant to embrace digital advertising but they are now catching up fast and will invest one third of their adspend in digital this year, according to new research.
News
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03 May 2018
BEIJING: European luxury brands are trying to get into China’s lucrative e-commerce space, with the e-commerce giant JD.com carving out an attractive niche for companies looking to engage with affluent millennials.
Case Study
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Patrick Poulsen, WARC Awards, Silver, Effective Social Strategy, 2018
Fleggaard, a Danish border supermarket chain located in Germany, attracted a new audience with a mockumentary starring one of Denmark's most entertaining fictional characters.
Article
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Euromonitor Profiles, March 2018
This Company Profile from Euromonitor provides key details and analysis of LVMH, the owner of brands such as Christian Dior and LV.
Article
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Chris Maier, Research on WARC, Publicis Media China, March 2018
31% of global spend on luxury items came from China in 2017 – this article outlines how brands can ensure their luxury brand connects with Chinese consumers in the e-commerce age.
News
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05 March 2018
SHANGHAI: Food, especially festive specialities such as zongzi or mooncake, is the top driver for Chinese consumer spending during traditional Chinese holidays, a new survey has revealed.
Research Paper
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Fred Bonner and Robert de Hoog, International Journal of Market Research, Vol. 60, No. 1, 2018, pp. 88-103
More than 100 years ago, the term conspicuous consumption was coined. In the economist tradition, emphasis was always on the demonstration of wealth, income, and status by material purchases.
News
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20 February 2018
BEIJING: Both Alibaba’s Taobao and JD.com online marketplaces have integrated livestreaming platforms for merchants or influencers to market products close to the point of purchase.
Article
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Low Lai Chow, WARC Exclusive, February 2018
E-commerce in India will grow exponentially in 2018, with key trends including mobile commerce, third-party marketplaces and social media shopping all offering opportunities for brands.
News
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19 January 2018
SHANGHAI: Sales in China’s luxury goods sector surged ahead in 2017, growing six times faster than in 2016, driven in large part by the spending habits of millennials, according to a new report from Bain.
Article
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Euromonitor Profiles, January 2018
This Company Profile from Euromonitor provides key details and analysis of Avon Products.
Article
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Mobile Marketing Association, 2017
Discusses the concept of consumers on the go and the need to approach them in the right context with increasingly personalised messages, focusing on the last mile approach.
Article
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Euromonitor Profiles, October 2017
This Company Profile from Euromonitor provides key details and analysis of luxury accessories company, Tiffany & Co.
Article
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Euromonitor Profiles, October 2017
This Company Profile from Euromonitor provides key details and analysis of Pandora A/S, the jewellery manufacturer.
Case Study
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MMA Smarties, Gold, MENA, 2017
Lux, a skin products brand, launched a campaign in the UAE to remain relevant and gain market share through refreshed visual imagery and reinforced fine fragrance messaging.
Article
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John Patrick Pullen, ANA Magazine, ANA Magazine, September 2017
Explores brand extensions by presenting key successes from brands such as Time Inc., the Red Cross and DC Comics, whilst also highlighting the risks and rewards for marketers.
Research Paper
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ARF Experiential Learning, September 2017
Details a study, commissioned by the Radio Advertising Bureau (RAB), that looks to qualify, and quantify, radio's ability to drive online behavior – namely search.
Article
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Euromonitor Profiles, September 2017
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
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Abhishek Pathak and Gemma Calvert, WARC Exclusive, August 2017
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’.
