Article
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WARC Best Practice, June 2019
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
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Lyle Maltz, WARC Best Practice, March 2017
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
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Design Business Association, Design Effectiveness Awards, Silver, 2020
Harvey Nichols, a luxury department store, increased sales and brand value in the UK by redesigning its packaging to mimic luxury cosmetics with the HN monogram and metallics.
Case Study
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Design Business Association, Design Effectiveness Awards, Bronze, 2020
BEARFACE, a Canadian whisky brand, promoted its products in Canada with a bold personality and a crafted aesthetic to appeal to a young, modern audience.
Case Study
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SABRE Awards, Gold, Africa, 2020
Audi, an automotive brand, created a virtual reality-enabled Customer Private Lounge to demonstrate its first class design and drive sales in Nigeria.
Case Study
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SABRE Awards, Gold, North America, 2020
Helzberg Diamonds, a jewellery retailer, created a portal that allowed its associates to get ordained to let the brand host its own wedding ceremonies in order to reach newly engaged couples in the US.
News
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04 May 2020
Car sales in India have collapsed with even Maruti Suzuki India, the country’s largest manufacturer, reporting that it did not sell a single unit in the domestic market in April, yet some luxury brands are finding innovative ways to fight back.
News
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29 April 2020
As China emerges from its COVID-19 crisis, there are optimistic signs for the luxury sector, but observers don’t expect it to return to business as usual and some are touting an enhanced role for artificial intelligence as the category shifts ...
Case Study
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Emilie Uzan, Alice Pike, WARC Awards, Entrant, Effective Use of Brand Purpose, 2020
Barclays Private Bank devised a philanthropic campaign to help increase donations from high net worth individuals to the charity sector in the UK and Europe.
Case Study
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Hanna Lubin, WARC Awards, Entrant, Effective Content Strategy, 2020
Luxury automotive brand Bentley changed perceptions of a new younger audience in the UK through the use of innovative, compelling content.
Case Study
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My Troedsson, Sanna Britsman, WARC Awards, Bronze, Effective Use of Brand Purpose, 2020
Skincare brand SK-II launched a mini-documentary on social media to boost brand awareness among its target audience in China and spark real social change.
News
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10 April 2020
China’s luxury sector has been especially savaged by the fallout from the COVID-19 crisis, and one customer may be hardest to win back, the most desirable of all, the High Net Worth Individual (HNWI).
Case Study
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Matthew Simms, WARC Awards, Grand Prix, Effective Innovation, 2020
Car manufacturer Volvo created a Living Seawall to reinvent its image and attract luxury car buyers in Australia.
Opinion
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Xiaofeng Wang, March 2020
As the COVID-19 outbreak takes a toll on a global luxury industry that is heavily dependent on the spending of Chinese shoppers at home and abroad, Forrester's Xiaofeng Wang looks at how luxury brands are reacting.
Article
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Pam Danziger, WARC Best Practice, March 2020
Many of the most famous luxury fashion brands, from Louis Vuitton to Chanel, have been embracing partnerships with streetwear brands, which adhere to a California skate culture/New York early punk aesthetic, meaning they have put their money on short-term marketing ploys over what made them special in the first place: branding.
News
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09 March 2020
As consumers reprioritise their requirements in the face of the coronavirus threat, so marketers need to reassess their communications strategies; a needs-based framework could help, says one academic.
Research Paper
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Francesco Massara, Daniele Scarpi, and Daniele Porcheddu, Journal of Advertising Research, Vol. 60, No. 1, 2020, pp. 28-37
Advertising can focus on concrete product attributes or on lifestyle expressions and abstract benefits.
Article
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Euromonitor Profiles, February 2020
Analyses the beauty and personal care market, including a competitive environment overview, incubators and accelerators and future strategies.
Article
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Dr. Mansur Khamitov, WARC COVID-19 Series, February 2020
Psychologist Clayton Alderfer’s ERG motivational theory of human behaviour offers marketers a potential framework for charting steps forward in uncertain times – Nanyang Business School’s Mansur Khamitov talks through how brands can map out a positive path forward.
Article
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Research on WARC, January 2020
The reign of Big Tech is coming to an end and as we look at the year ahead, 2020 will see irresponsible companies and figureheads being held accountable for wider social and environmental issues.
News
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14 January 2020
French luxury goods house Cartier will soon launch a flagship store on Tmall Luxury Pavilion, marking a new chapter in the brand’s e-commerce journey in China.
News
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03 January 2020
Online channels may be essential to driving future growth in China’s luxury market, especially outside the major cities, but a physical presence in these is still seen as important for overseas brands.
Case Study
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Data and Marketing Association, Gold, 2019
Jaguar Land Rover, an automotive brand, increased test-drives of its Range Rover Evoque model in the UK by replicating its start/stop button in an email, allowing consumers to book in one click.
Case Study
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Data and Marketing Association, Silver, 2019
Ralph Lauren, a clothing brand, created a CRM email programme that reflected the lifestyle consumers dreamt of to encourage better relationships with its customers in the UK.
Case Study
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Data and Marketing Association, Gold, 2019
Crystal Cruises, a cruise line, featured stories of real people talking about how luxury felt to them to help increase online bookings across the UK.
