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Lacoste: Crocodile Inside

Rankings • WARC Creative 100, 2021

Lacoste, the clothing company, created an epic cinematic campaign that showed how the foundations of a relationship could easily be dismantled.

Volvo: Omtanke – rethinking Volvo

Rankings • WARC Effective 100, 2021

Volvo, an automobile brand, created a Living Seawall to reposition its image and attract premium car buyers in Australia.

Lexus: Find your unbeaten path

Rankings • WARC Effective 100, 2021

Lexus, a luxury automobile brand, ran a data-driven campaign for its UX crossover SUV that used personalised test drives to engage adventurous urbanites in Hong Kong.

The most awarded work for effectiveness

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for effectiveness for 2020, compiled using our rankings methodology, but not ranked.

Lacoste: Crocodile Free

Rankings • WARC Creative 100, 2021

Lacoste, the clothing company, raised awareness of animal extinction globally by replacing its logo for 24 hours.

'Daigou' impact may hinder e-commerce plans of luxury brands in China

Article • Re-Hub, Research on WARC, March 2021

Re-Hub‘s 2nd Daigou Index report, released in 2021 and partnered with SimplyBrand, assesses the negative impact of 'daigous' (surrogate sellers of luxury products) for luxury handbags in China.

What’s working in automotive

Article • WARC Category Intelligence, March 2021

Global strategies, campaign updates and trends in the automotive category.

Luxury in flux: Digital strategies marketers need to know

Article • Chris Donnelly, WARC Exclusive, March, 2021

Luxury is in a state of flux: political, social, and economic forces are moving the dial, blurring the lines between high culture and subculture.

Lexus UX: Unbeaten Paths – Small Business Drive

Case Study • Tangrams Strategy & Effectiveness Awards, Gold, 2021

Lexus, the luxury vehicle division of automobile brand Toyota, promoted its first SUV designed specifically for urban exploration, the UX, in Hong Kong.

Grand Seiko: Making Luxury a Virtual Experience

Case Study • SABRE Awards, IN2, North America, Best in Digital Promo & Activation, 2021

Grand Seiko, a Japanese maker of watches, clocks and electronic devices, launched a wearable Instagram filter as part of a digital event to promote its new Toge Special Edition watch during the Coronavirus pandemic.

Farfetch’s business model gains the trust of fashion brands

News • 12 February 2021

Several top luxury fashion brands continue to prefer selling directly to customers, but an increasing number are also choosing to distribute and trade via Farfetch, an online fashion marketplace founded by Portuguese entrepreneur José Neves.

Reactivating luxury consumers in China with new value propositions

Article • Jenny Chan, WARC Exclusive, February 2021

It is essential to remember that Tmall is not just an e-commerce marketplace, but the biggest shopping ‘mall’ in the world and in that context, a luxury brand’s e-commerce content cannot be solely focused on selling and needs to significantly double down on storytelling and showcases.

Calvin Klein and Gucci find they’re winners on WeChat

News • 03 February 2021

Luxury fashion brands Calvin Klein and Gucci are using WeChat ahead of Chinese New Year and their activity is paying off.

Fashion counts costs of Brexit arrangements

News • 03 February 2021

Uncommonly exposed to red tape and restrictions across the English Channel, the UK’s £35 billion fashion and textile industry is feeling the effects of its situation.

High-end booze is the tipple of choice for lockdown Americans

News • 02 February 2021

Luxury liquor sales have grown at the fastest rate in years as US consumers look to escape the lockdown blues with a drink or two.

Fashion and sustainability the Farfetch way

Article • Brian Carruthers, Event Reports, Web Summit, December 2020

Farfetch, the online marketplace for luxury brands and third-party resellers, is growing fast, and the single fastest-growing part of its business is one that highlights sustainability to consumers.

Super Premium Beauty and Personal Care in the US

Article • Euromonitor Strategy Briefings, January 2021

A category analysis of premium beauty and personal care in the US.

An investigation of androgyny and sexual orientation in advertising: How androgynous imagery and sexual orientation impact advertisement and brand attitudes

Research Paper • Kelly Cowart and Phillip Wagner, Journal of Advertising Research, Digital First, January 2021

This research examines the effect of advertising imagery, sexual orientation, and gender on customer attitude toward the advertisement and attitude toward the brand.

Luxury brands can tap nostalgia in China

News • 26 January 2021

Many of the world’s luxury brands still seem unsure how to market in China, but getting the messaging right is more vital than ever as China is set to be the world’s biggest luxury market by 2025.

Luxury brands tap the influence of Korean TV dramas

News • 25 January 2021

Korean TV dramas, popularly known as K-dramas, are becoming an increasingly important channel for luxury brands to connect with consumers, not just in South Korea but across the wider Asia-Pacific region.

Freeing China's luxury consumers from the annual ugly contest

News • 24 December 2020

Luxury brands need to become more curious about the Chinese aesthetic and stop offering surface-level takes on localising their offerings, says a “culture guru”.

Where and how consumers shop in fashion and luxury goods

Article • Euromonitor Strategy Briefings, December 2020

Looks at the state of play in fashion and luxury, including the impact of COVID-19, crisis-driven changes and survival strategies.

디지털 고객 여정

Article • Euromonitor Strategy Briefings, December 2020

코로나19로 이머커스 이용이 증가했고, 많은 소비자가 격리 중에 디지털 채널을 시도했고 심지어 의존하게 되기도 했다.

Why Balenciaga gets China's Gen Z

News • 16 December 2020

Balenciaga received a lot of negative publicity in China for its Qixi campaign earlier this year, but the luxury brand’s recent Singles Day success demonstrates it has a deep-rooted understanding of local Gen Z subculture, according to strategic cons

Sephora: Livestreaming on e-commerce Mini Program

Case Study • MMA Smarties, Gold, APAC, 2020

Sephora, a personal care and beauty brand, improved its Mini Program (MP) channel share and grew total sales in China by leveraging mobile-based livestreaming technology via WeChat.

What we know about luxury shoppers

Article • WARC Best Practice, September 2020

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.
What we know about luxury brands

Article • WARC Best Practice, August 2020

Provides marketers with information and guidance about luxury brand advertising.
The new rules of luxury and premium branding

Article • Vicky Bullen and Elayne Read, Admap Magazine, July 2019

Taking inspiration from fashion, grocery, alcohol and beauty, four key themes have been identified that embody the new codes of luxury today and the cultural and consumer movements driving these.
What we know about premiumisation

Article • WARC Best Practice, December 2020

Looks at the many different ways to execute premiumisation and how offerings need to pay attention to the details of product, packaging and messaging to satisfy premium consumer expectations.
Psychological stress or growth will determine post-pandemic consumer behaviour

Article • Win Ee Chun and Dr Gemma Calvert, WARC Trends, July 2020

In the wake of COVID-19, research in the field of cognitive neuroscience may provide some helpful pointers on how consumer behaviour will evolve.
How to build a luxury brand

Article • 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.