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.
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.
Article
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Mark Bowling, Admap, December 2019
Singles Day is the world’s single-largest e-commerce shopping event.
Article
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Euromonitor Strategy Briefings, November 2019
Digital technology has led to major shifts in how global luxury consumers live, work, shop and play, while also giving businesses the tools they need to enhance their customer service.
News
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28 November 2019
The Year of the Pig has seen many luxury Western brands operating in China suffer a backlash after offending Chinese sensitivities on various matters, but there are ways they can avoid this in the coming year, an industry expert suggests.
Article
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Marc-Olivier Arnold, WARC Exclusive, November 2019
Chinese consumers are becoming more sensitive to mistakes made by Western brands, especially around key holidays.
News
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26 November 2019
With the staggeringly large deal for the American jeweller, Tiffany & Company, the French luxury group LVMH (Louis Vuitton Moet Hannessy) looks both east and west to grow its influence.
News
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18 November 2019
Affluent consumers in Hong Kong and Singapore have severely cut back their spending in most luxury categories over the past four months, as concerns grow about the economic outlook for the year ahead.
Article
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Brian Carruthers, Event Reports, Tech conference, October 2019
Looks at the evolution of Rent the Runway from a digital business renting clothes for special occasions into one that dresses people on a daily basis.
Case Study
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Matt Casey, Hannah Walsh, WARC Media Awards, Entrant, Effective Channel Integration, 2019
Porsche increased brand awareness with a wide-reaching campaign ahead of the launch of its first electric vehicle, the Taycan, to create buzz among the 'Driven Youth'.
Article
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Research on WARC, November 2019
This Mediacom China report, in collaboration with Kantar, developed a research blueprint to unlock the formula needed for luxury brands to activate social media effectively for an audience-first approach.
Case Study
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MMA Smarties, Gold, North America, 2019
Luxury car brand BMW created a cross-mobile integrated media campaign to appeal to elite and aspirational buyers for the launch of its 8 Series marque in Canada and the US.
Article
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WARC Best Practice, October 2019
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.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Lexus, an automotive brand, launched a car ad that used a script created by its AI function to maximise effectiveness of the launch of its new ES model in Australia.
Case Study
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Account Planning Group - (UK), Gold, 2019
Audi, the car manufacturer, remixed its communications by creating more playful ads to increase the desirability of its cars.
Case Study
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Jay Chiat Strategic Excellence Awards, Bronze, Product/Service Creation, 2019
Helzberg Diamonds, a jewellery retailer, increased brand awareness across the US by launching a placeholder engagement ring to take the stress out of choosing a ring for the big event.
Article
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Tony Wright, WARC Exclusive, October 2019
One consumer’s luxury is another’s ordinary: this is the identity crisis the luxury sector finds itself facing – younger consumers in particular have more diverse needs and tastes.
Case Study
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ARF Ogilvy Awards, Bronze, 2019
JennAir, the US premium appliance manufacturer raised sales and reversed declining brand health metrics by changing category expectations and embracing the truth that progress demands defiance.
News
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24 September 2019
E-sports phenomenon, League of Legends, is finding interest from the LVMH-owned maison, which has announced that it will be designing in-game skins and a trophy case for the world champion’s cup, in a sign of e-sports’ continuing ascendancy.
Article
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David Frymann, WARC Exclusive, September 2019
Presents five key trends in luxury, including changing luxury consumer attitudes and the affect this is having on purchase decisions, such as ethical concerns and the move to shopping online.
Article
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Anna Hamill, WARC Category Intelligence, September 2019
Global strategies, campaign updates and trends in luxury.
Article
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Rebecca Robins, WARC Exclusive, September, 2019
Looks at how a luxury brand can hold a global point of view in the hearts and minds of consumers, across the changing dynamics and desires of ever more fluid generations and markets.
News
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12 September 2019
Sephora, the beauty retailer, created significant buzz around its expanding influencer roster by directly involving the followers of these online mavens in the recruitment process.
