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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% ...

Article

This 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;' while it is a hit in China, consumers in other parts of the world remain concerned about privacy.

Article

This paper provides a best practice guide to applying segmentation to a media strategy, which enables marketers to increase the relevance of communications by delivering the right message or content to the desired target audience.

Research Paper

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

Case Study

This case study explains how Hennessy, the cognac brand, connected with young African-American and Hispanic men by focussing on their ambition and drive, using a multi-year campaign in the US.

Case Study

This case study describes how car-maker Ford used an eight-minute film, starring Mads Mikkelsen, to launch its Edge SUV across Europe.

News

BEIJING: China is set to become the most influential trendsetter in the world of mobile marketing and omnichannel integration, according to a senior figure in Tencent, creator of WeChat.

Article

This article provides marketers with information and guidance about luxury brand advertising.

Article

This 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.

Article

This report provides a range of views on the challenges facing programmatic advertising, with contributions from senior executives from organisations including ISBA, representing UK advertisers, Guardian Media Group, Saatchi & Saatchi, the ad agency, and Google.

Research Paper

This paper explores the evolution of digital ethnography tools and their value in providing semiotic insight into cultural activity that is often difficult to access in Dubai.

News

NEW YORK: Quality, exclusivity and craftsmanship are some of the characteristics traditionally associated with luxury brands, but to compete in today's market, brands must tap into the modern consumer mindset, according to a leading marketing ...

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.

Case Study

This case study describes how Twinings, a tea marketer, packaged its new premium Discovery Collection to appeal across multiple global markets.

Article

This event reports outlines how Kia, the automaker, has moved from humble beginnings to become a major success story in the US.

Case Study

This case study describes how Lexus, the Japanese car manufacturer, created a purpose for its brand in the Australian mind: to prove the connection between a driver and a Lexus.

Case Study

This case study describes how Prada Group, an Italian fashion company, repositioned its brand and evolved perceptions of the company.

Case Study

This case study shows how Bulgari, a luxury brand, created an original movie to launch its new product line in China.

Article

This Company Profile from Euromonitor provides key details and analysis of Hilton Worldwide. Included is a strategic evaluation with key facts about the US based company, competitive positioning against comparative brands, and assessment of its position in the hotels and resorts market.

Article

This event report addresses how Aston Martin, the luxury auto marque, is shifting gears to meet the changing needs of luxury consumers.

Research Paper

Taking the case of China, this paper examines the relationship between different luxury value dimensions, and explores how these affect consumers’ purchase intentions.

Research Paper

This paper seeks to establish a 'new norm' for understanding mobile consumers' retail habits by measuring the impact of mobile, online and offline media on store visits.

Article

This event report outlines how Moët Hennessy, which manufactures a range of premium alcoholic drinks, is responding to changing beliefs and behaviours around luxury.

News

NEW DELHI: Luxury auto brands in India are experimenting with mobile showrooms and pop-up stores as they seek to reach potential buyers in cities where they don't have a physical showroom.

Article

This article describes how US luxury marketers must have an intimate understanding of whom they are targeting with their products and campaigns.