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Article

This Company Profile from Euromonitor provides key details and analysis of Japan Tobacco Inc, the owner of brands such as Camel, Winston, Mild Seven and Glamour.

Article

Outlines the findings of research conducted to build a picture of today's high-net-worth individuals (HNWI) in the fashion, jewelry, horology, duty free conglomerates, financial advisers, luxury publishers, travel, and luxury auto brands industries.

Article

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

Article

Explores the changing behaviours and expectations of luxury consumers whose idea of luxury is becoming more experiential and immersive, and driven by technology and on–the–go lifestyles.

Case Study

Godiva, a Belgian chocolatier, looked beyond its traditional chocolate boutique stores and took its luxury products into supermarkets in the UK through a visual campaign that broke category conventions.

Case Study

Magnum, the ice-cream brand, used a celebrity partnership along with social media and PR to improve brand metrics and launch a new product.

Article

Explores the reading and thinking surrounding the Tencent-owned popular Chinese app WeChat, a messaging platform that has succeeded in expanding its capabilities to 'conversational commerce'.

Article

E-commerce is an increasingly central element of brand strategy, but presents several challenges to marketers who are used to the brick-and-mortar world.

Article

Most companies say they are innovating, transforming themselves digitally, but it takes risk, commitment and work, say three companies.

Article

Global strategies, campaign updates and trends in the luxury auto category.

News

ASIA-PACIFIC: The fashion industry continues to diversify into digital and away from its long relationship with traditional media such as glossy magazines, with social media influencers emerging as a “natural destination” for fashion ...

Article

Fashion brands are diversifying their marketing strategies away from print as social media and influencers offer new opportunities to capture millennial shoppers.

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

This study builds on entertainment and transportation theories and empirically tests a model that incorporates the effects of entertainment motives and attitudes.

Article

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.

Article

Offers up five ways for marketers to build brands using the element of surprise.

Research Paper

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

NEW YORK: Luxury brands need to invest in brand building if they are to address changes in consumer perceptions and desires, new research suggests.

Article

This Company Profile from Euromonitor provides key details and analysis of Marriott International Inc, the owner of brands such as BVLGARI Hotels, and Ritz-Carlton.

Article

This article explores current thinking and writing on the topic of brand identity and image: the values and purpose a company wishes to portray on the one hand (brand identity) against its actual set of perceptions and opinions that consumers have in mind – what the brand stands for (brand image).

News

BEST OF 2017: WARC’s Best Practice portfolio has grown significantly in the past year to include a wide range of topics, although the most-read paper was about a particular demographic which remains vital to marketers.

News

BEST OF 2017: Luxury brands no longer feel they can sit above the digital fray and are exploring new ways to reach consumers at different levels of the market, including the creation of experiences as well as products.

News

LONDON: Influencer relations are a higher communications and marketing priority for the UK luxury sector than traditional media relations, according to a survey of industry specialists.

Research Paper

This study examined dynamic interactions among self-values leading consumers to self-reference corporate social responsibility (CSR) advertising sponsored by three industries: oil, juice, and pharmaceuticals.

Article

Shinola, the luxury brand, uses an exclusive membership program to bring a new level of personalization to its relationships with its best customers.