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.
Opinion
•
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
•
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
•
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
•
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
•
Euromonitor Profiles, February 2020
Analyses the beauty and personal care market, including a competitive environment overview, incubators and accelerators and future strategies.
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.
Article
•
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
•
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
•
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
•
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.
Case Study
•
Data and Marketing Association, Silver, 2019
Bentley Motors, a luxury automotive brand, created a 360-degree campaign hub and AR app to engage future customers in the UK who aren't typically car fans.
Case Study
•
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
•
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.
Article
•
Mark Bowling, Admap, December 2019
Singles Day is the world’s single-largest e-commerce shopping event.
Article
•
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
•
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
•
Marc-Olivier Arnold, WARC Exclusive, November 2019
Chinese consumers are becoming more sensitive to mistakes made by Western brands, especially around key holidays.
News
•
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.
Case Study
•
Philip Hewitt, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2019
Car manufacturer Audi formed a partnership with trade federation Confindustria and promoted it via radio, print and digital to boost awareness and engagement among business leaders in Italy.
News
•
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
•
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
•
Ivars Krutainis, Nicholas Short, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2019
Lancôme, the beauty brand, created its A Parcel from Paris campaign to become the number one brand in its category on Tmall in China during 2018 Single’s Day.
Case Study
•
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'.
