Article
•
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
•
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.
Article
•
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
•
Anna Hamill, WARC Category Intelligence
Global strategies, campaign updates and trends in luxury.
Article
•
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
•
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.
Article
•
Reed Karaim, Event Reports, ANA Digital & Social Media Conference, July 2019
Sephora, the beauty retailer, engaged in a novel influencer recruitment strategy that drove participation and helped it identify a diverse range of brand advocates.
News
•
05 September 2019
BMW, the luxury carmaker, is launching a new model in Singapore via a branded store on the Lazada e-commerce platform in what is claimed as a first for an auto brand.
News
•
05 September 2019
Sephora, the beauty retailer, is putting experiences at the heart of its customer loyalty program, in recognition of the fact this approach can foster deep bonds with consumers.
Article
•
Stephen Whiteside, Event Reports, CommerceNext, July 2019
Sephora, the beauty retailer, has put compelling experiences at the heart of its customer loyalty program, which is known as Beauty Insider.
News
•
30 August 2019
Luxury brands Coach, Givenchy and Versace recently got themselves in hot water after misreading China’s strict rules about the portrayal of its territories, and now new research has revealed the extent of the consumer backlash.
News
•
28 August 2019
John Hardy, the jewellery brand, has generated valuable insights by allowing consumers to buy its products via new payment services.
Article
•
Stephen Whiteside, Event Reports, CommerceNext, July 2019
John Hardy, the jewelry brand, is generating new consumer insights and sales opportunities by tapping into alternative payment solutions.
News
•
15 August 2019
Cadillac, the auto marque, has placed the concept of “earnership” at the heart of its marketing efforts, in reflection of both its own storied legacy, as well as broader cultural trends.
Article
•
Stephen Whiteside, Event Reports, IAB NextGen Marketing Summit, June 2019
Cadillac used a campaign around the 2019 Academy Awards to encourage consumers to reappraise its family of sports utility vehicles.
Article
•
Low Lai Chow, Event Reports, Skift Forum Asia, May 2019
Rosewood Hotel Group is taking a considered approach to its international ambitions as it further evolves its brand with changing traveller tastes.
Article
•
WARC Best Practice, August 2019
Provides marketers with information and guidance about luxury brand advertising.
News
•
01 August 2019
Polo, the fashion retail brand, has developed an innovative way of using consumers’ mobile wallets to acquire customers, drive outlet store visits and grow loyalty.
News
•
30 July 2019
Poh Heng Jewellery has tapped into the emotions of different age groups to ensure it stays relevant for each new generation of Singaporeans amidst changing preferences and digitally disrupted channels of engagement.
Article
•
Brian Carruthers, Event Reports, Retail Week Live, March 2019
Polo, the upmarket fashion brand, has developed an innovative way of using consumers’ mobile wallets to acquire customers, drive outlet store visits and grow loyalty.
Opinion
•
Dr. Martina Olbertova, July 2019
In this Admap article, Dr. Martina Olbertova explores the lessons luxury brands can learn from Amazon to keep them competitive in a global marketplace.
Case Study
•
SABRE Awards, South Asia, Marketing to Consumers (New Product), 2019
Jo Malone London, a perfume and scented candle brand, holistically engaged the target audience in India by capturing the exact brand messaging on the India-inspired fragrance.
Case Study
•
SABRE Awards, South Asia, Fashion & Beauty, 2019
Aveda, a hair care brand, positioned its brand as the leader in the natural haircare segment in India by creating an immersive event that sent key influencers to a spa in the Siswan forest.
Article
•
Gabey Goh, WARC Exclusive, July 2019
Poh Heng, the Singaporean jewellery brand, is mixing its storied history with a fresh perspective to retain relevance with consumers.
Case Study
•
Garrett Olexiuk, WARC Prize for MENA Strategy, Entrant, 2019
Luxury vehicle brand Infiniti harnessed behavioural economics to create an immersive experience that allowed visitors to the Dubai International Motor Show to get to know its vehicle.
