Luxury brands

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Article • WARC Best Practice, July 2018

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.

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.

Engel & Völkers: Reimagining a Brand for the Americas

Case Study • SABRE Awards, North America, Real Estate & Construction , Gold, 2019

Engel & Volkers, a real estate services company, launched a microsite and PR campaign to increase brand awareness in the US.

Cadillac: Now That's a Cardiac

Case Study • SABRE Awards, North America, Company of the Year, Diamond, 2019

Cadillac, an automotive brand, promoted its new XT4 model in the US by launching a video commercial featuring hit comedians John Mulaney and Nick Kroll.

Jo Malone London: Omnichannel Communications Programme

Case Study • Richard Calvert, Louisa Osmond, WARC Awards, Shortlisted, Effective Innovation, 2019

British fragrance house Jo Malone London ran a personalised email campaign driven by AI and data to increase rate of repurchase and drive sales among its customer base.

Slower growth 'inevitable' for China's luxury sector

News • 21 March 2019

China’s luxury market recorded growth of 20% in 2018 for the second year in a row, according to Bain & Company’s latest survey of the market, but a slowdown is now inevitable.

Swatch Group, The (Wearing apparel)

Article • Euromonitor Profiles, March 2019

This Company Profile from Euromonitor provides key details and analysis of luxury accessories company, Swatch.

Audi: Beauty and brains: How we supercharged the Audi premium 2015-2018

Rankings • WARC Effective 100, 2019

Audi, an automotive brand, overtook BMW in the UK by launching two series of TVCs, demonstrating how the beauty and intelligence of its cars overpowered speed.

Can your advertisement go abstract without affecting willingness to pay? Product-centered versus lifestyle content in luxury brand print advertisements

Research Paper • Francesco Massara, Daniele Scarpi, and Daniele Porcheddu, Journal of Advertising Research, Digital First, February 2019

Advertising can focus on concrete product attributes or on lifestyle expressions and abstract benefits.

Audi: Clowns

Rankings • WARC Creative 100, 2019

Car manufacturer Audi released a TV and cinema commercial to promote its intelligent in-car technology in the UK.

Helzberg Diamonds: Helzberg Diamonds Breaks the Rules of Engagement

Case Study • SABRE Awards, Best in Broadcast Media (Earned), In2, 2019

Helzberg Diamonds, a jewelry 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.

Instagram: the 'great wasteland' of luxury clutter

News • 07 February 2019

The Australian luxury goods landscape has become increasingly crowded in recent years and the explosion of brands has been accompanied by an outpouring of luxury comms, much of which is indistinguishable.

Beyond Instagram: marketing brands in Australia’s cluttered luxury market

Article • Brooke Hemphill, Event Reports, Mumbrella Luxury Marketing Summit, December 2018

With Instagram clutter and influencers now crowding Australia’s luxury market, getting cut-through to premium consumers has never been more difficult.

Aussie luxury market moves online

News • 30 January 2019

Online luxury sales are forecast to grow significantly in Australia, a market where brands have up to now been focused on building a physical presence, thanks in part to the emergence of a younger buyer demographic.

Why Australia’s luxury retail sector is thriving

Article • Brooke Hemphill, Event Reports, Mumbrella Luxury Marketing Summit, December 2018

Australia’s luxury retail sector is thriving, even as mainstream retail brands struggle to maintain growth.

Innovation and disruption in alcoholic drinks: Raising a glass to the new consumer

Article • Euromonitor Strategy Briefings, December 2018

Offers an industry overview of alcoholic drinks, including innovation and disruption caused by changing consumer attitudes.

Luxury brands stress payment options in India

News • 20 December 2018

Premium brands are choosing to stress easy payment terms to Indian consumers – in the form of equated monthly instalments (EMI) – above the unique quality of their products.

Dior targets global e-commerce, Chinese youth

News • 11 December 2018

The LVMH fashion house’s new CEO says the brand will have to combine digital transparency and an authentic voice with a strong e-commerce experience as it moves into China.

Shanghai is Asia's most expensive city for luxury

News • 07 December 2018

Shanghai has become the most expensive city for luxury living in Asia, according to a new study that also highlights the growing influence of women in the region’s luxury market, especially in China.

The Future 100: Trends and change to watch in 2019

Article • J Walter Thompson Intelligence, Research on WARC, December, 2018

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.

Secrets Resorts: Leveraging broadcast television and custom content

Case Study • Katherine D. Perez, Monica Olivio Crane, Caity Lamb, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2018

Secrets Resorts & Spas, a luxury hotel chain, used a partnership with TV network ABC to appeal to affluent women in the US.

Jo Malone London: Omnichannel Communications Programme

Case Study • Direct Marketing Association - UK, Silver, 2018

Jo Malone (JML), a perfume and scented candle brand, created a joined-up, multi-channel campaign across the brand's major touchpoints to increase revenue in the UK.

Genesis: Genesis x Refinery29 x Inc

Case Study • Finola Austin, Drew Kerr, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2018

Genesis, the luxury vehicle division of vehicle manufacturer Hyundai, achieved a brand lift by generating awareness, familiarity, and preference among professional women aged 25-54 in the US.

Competitive strategies in luxury goods

Article • Euromonitor Strategy Briefings, November 2018

Looks at the state of play for luxury corporates, as well as the competitive landscape and competitive outlooks.

Dolce & Gabbana tries to appease Chinese anger

News • 26 November 2018

Dolce & Gabbana, the Italian luxury brand, has found itself at the centre of an angry consumer and official backlash in China, a market it considers to be crucial, following a marketing campaign that went disastrously wrong.

Competitive strategies in luxury goods

Article • Euromonitor Strategy Briefings, November 2018

Looks at the state of play for luxury corporates, as well as the competitive landscape and competitive outlooks.
What we know about luxury brands

Article • WARC Best Practice, November 2018

Provides marketers with information and guidance about luxury brand advertising.
Insights into today’s high net worth individuals

Article • Kim Mackenzie and Sharon Panelo, WARC Exclusive, August 2018

Outlines the findings of research conducted to build a picture of today's high-net-worth individuals (HNWI) in the fashion, jewelry, horology, duty free conglomerates, financial advisers, luxury publishers, travel, and luxury auto brands industries.
What we know about luxury shoppers

Article • WARC Best Practice, July 2018

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.
Global luxury goods overview

Article • Euromonitor Strategy Briefings, March 2017

This report discusses the luxury goods industry in a global context, including changes in key markets, consumer attitudes and technology’s influence on luxury goods.
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.