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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”.

The digital customer journey

Article • Euromonitor Strategy Briefings, December 2020

The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.

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

Balenciaga’s 2020 Qixi Campaign: Cultural misstep or deep-rooted understanding of Chinese Gen Z subculture?

Article • Scott Teng and Jessica Kong, WARC Exclusive, Spotlight China, December 2020

Yuzu Kyodai argues that Balenciaga’s Qixi 2020 campaign should not be categorised as a ‘misstep’, but rather, acknowledged as nuanced work that speaks directly to its core of Gen Z consumers.

Local Relevance? Local Revolt! Why luxury brands need to do better and be braver

Article • Sen Lin, WARC Exclusive, Spotlight China, December 2020

Carat’s Sen Lin offer some cultural observations to unpack the complex case of the changing Chinese consumer.

Altagamma awards reveal luxury’s digital trends and growth areas

News • 08 December 2020

The pandemic has fueled a surge in the proportion of luxury items being bought online rather than in physical retail stores, according to a report into the personal luxury goods sector released to coincide with the Altagamma Digital Awards.

Maserati: Redefining media strategy to increase brand engagement

Case Study • Dr. Viral Nagori, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Luxury car-maker Maserati created a member-get-member social media campaign, with WeChat as its central platform, to drive engagement and sales in China.

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.

Volvo Cars Australia: How redefining safety drove record sales for Volvo

Case Study • APG (AUS), Creative Strategy Awards, Finalist, 2020

Volvo, an automobile brand, boosted sales and improved its brand image in Australia with a platform built around the concept of 'Omtanke': a Swedish word meaning 'care' and 'consideration'.

From founder to employee, Patagonia is committed to agitating for change

Article • Sam Peña-Taylor, Event Reports, Festival of Marketing, October 2020

Patagonia’s European marketing director explains how the company doesn’t just talk about an abstract purpose; the brand and its employees act directly to address these issues.

Maison Birks: Spoiler Alert!

Case Study • WARC Media Awards, Entrant, Effective Channel Integration, 2020

Jeweller Maison Birks drove sales of engagement rings by targeting potential customers via anonymous ads on social media in Canada and the US.

Innovation can build brand fame

Opinion • Matt Simms, November 2020

Volvo Cars has a beautiful heritage: a belief that because cars are driven by people, they should be safe.

Premium beauty brands battle with drugstore rivals

News • 02 November 2020

Among the many changes to consumer behaviour seen in recent months is the rise of comparison shopping – and this has become problematic for prestige beauty brands, which are losing out to cheaper alternatives considered to be just as effective.

Millennials and Gen Z shape China’s recovery

News • 22 October 2020

As China’s economy continues to rebound in the third quarter, the spending habits and preferences of millennial and Gen Z consumers are crucial to the future wellbeing of the country’s consumer market, according to a recent study.

What's working in AR and VR

Article • WARC Category Intelligence, October 2020

Global strategies, campaign updates and trends in AR and VR.

Audi: The value of Vorsprung durch Technik over four decades

Case Study • IPA (UK), Gold and Best Dedication to Effectiveness, IPA Effectiveness Awards, 2020

Audi, an automotive brand, created long-term value and increased sales with its Vorsprung durch Technik campaign in the UK, which has spanned over the past decade.

Omtanke and rethinking Volvo

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Volvo, an automotive brand, created a platform around Omtanke, a Swedish word meaning care and consideration, to attract and better-connect with luxury buyers in Australia.

Comfort, utility, service, purpose: How Diageo has responded to the COVID-19 pandemic

Article • Geoffrey Precourt, Event Reports, Advertising Week, September-October 2020

Diageo, the spirits manufacturer, has mixed consumer engagement with purposeful marketing as it responds to the COVID-19 pandemic.

Luxury brands in Hong Kong must go local

News • 27 September 2020

Luxury brands and fashion retailers in Hong Kong have taken a battering this year as a combination of COVID-19 and political tensions with mainland China have kept high-spending tourists away, but the question is whether they can recoup their losses

Chinese consumers prefer to buy luxury clothes and jewellery in-store

Data • Rob Clapp, WARC Data Points, September 2020

An overview of luxury goods consumers in Mainland China and Hong Kong and online and offline retail.

Hong Kong’s luxury fashion brands see a decline in demand but purchase intent holds steady

Opinion • Ervin Ha, September 2020

YouGov's Ervin Ha looks at how luxury brands have fared in Hong Kong as the ongoing pandemic shifts consumer sentiment and purchase priorities.

In China, an intellectual shift has brands considering their strategies

News • 17 September 2020

Young Chinese people born after 2000 epitomise one of the paradoxes of modern China: as the country’s economy hurtles into modernity, the dominant intellectual stance hews toward conservative, Confucian ideals – brands need to take note.

What's working in alcoholic drinks

Article • WARC Category Intelligence, September 2020

Global strategies, campaign updates and trends in the alcoholic drinks category.

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.
How Alderfer’s E.R.G. Theory can inform post-coronavirus strategy for brands

Article • Dr. Mansur Khamitov, WARC Exclusive, 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.
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.
World market for luxury goods

Article • Euromonitor Strategy Briefings, June 2019

A regional overview of the world market for luxury goods with key trends shaping luxury goods and an analysis of leading companies and brands in the segment.
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.