Article
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WARC Best Practice, June 2017
This article provides marketers with information and guidance about luxury brand advertising.
News
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31 May 2017
BOSTON/MILAN: Global sales of personal luxury goods are forecast to grow by between 2% and 4% in 2017, as higher spending in China and increasing consumer confidence in Europe offset a weaker outlook in the US and the rest of Asia.
News
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17 May 2017
ASIA PACIFIC: Wealthy Asian travellers like to shop for global luxury brands when abroad and to plan ahead, but new research shows that two thirds end up buying brands they've never heard of before.
Article
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WARC Best Practice, April 2017
This article 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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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.
News
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06 March 2017
SYDNEY: Chinese personal shoppers, known as "daigou", have emerged as a powerful consumer segment in Australia, as more Australian brands head for the lucrative China market.
News
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03 February 2017
BEIJING: Luxury brands in the west are playing catch-up with their mainstream counterparts when it comes to leveraging digital, but they need to re-learn their approach when tackling China, a new report suggests.
Article
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Brian McGee, Event Reports, MRS Luxury Research Conference, September 2016
This event report details how GfK, a market research firm, has been examining why the luxury goods industry is forecast to remain in stagnation in high-growth and mature markets.
Article
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Jo Bowman, Event Reports, dmexco, September 2016
This event report explains how Mercedes-Benz, the luxury car manufacturer, worked with Amazon, the online retailers, to promote test drives of its new E-Class car.
Article
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Zara Stone, Event Reports, ClickZ San Francisco, August 2016
This event report addresses how Aston Martin, the luxury auto marque, is shifting gears to meet the changing needs of luxury consumers.
Research Paper
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Gong Sun, Steven D'Alessandro and Lester W. Johnson, International Journal of Market Research, Vol. 58, No. 5, 2016, pp. 711-732
Taking the case of China, this paper examines the relationship between different luxury value dimensions, and explores how these affect consumers’ purchase intentions.
Article
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Geoffrey Precourt, Event Reports, ANA Brand Activation Conference, April 2016
This event report outlines how Moët Hennessy, which manufactures a range of premium alcoholic drinks, is responding to changing beliefs and behaviours around luxury.
Article
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Bob Shullman, Admap, July/August 2016, pp. 18-19
This article describes how US luxury marketers must have an intimate understanding of whom they are targeting with their products and campaigns.
Article
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OMD China, Research on WARC, May 2016
This proprietary research by OMD China surveys 2500 Chinese consumers from 8 Tier 1-4 cities on their consumer behaviours.
Article
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Euromonitor Strategy Briefings, April 2016
This report discusses the future of the global luxury goods industry, including changes in key markets, the impact of luxury wearables and how brands are looking for more meaningful 'luxury experiences'.
Article
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Low Lai Chow and Anna Hamill, Event Reports, eTail Asia 2016
This event report explores ten ways that cosmetics retail brand Sephora and travel retail brand DFS are using e-commerce to grow their sales in Asia.
Article
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Jo Bowman, Event Reports, dmexco, September 2015
This event report looks at how automaker BMW is shifting its marketing emphasis away from its engineering prowess to include the benefits and fun of the technology it now incorporates in its cars.
Article
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Jean-Noël Kapferer, Research on WARC, September 2015
This extract from the book 'The Brand Challenger' discusses luxury marketing, and puts forward five 'anti-laws', where the usual rules of marketing do not apply to luxury brands.
Article
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Wolfgang Schaefer, WARC Best Practice, July/August 2015, pp. 14-16
This article explores how luxury brands use digital and social media to build proximity to consumers whilst maintaining distance in an 'unselling' strategy.
Article
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Rhiannon Price, Admap, July/August 2015, pp. 36-38
This article argues that a cultural shift in China away from materialism means that the Chinese luxury car market needs to be more creative.
Article
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Victoria Cook, WPP Atticus Awards, Merit, Media and Communications Planning, 2015
This report explores the global luxury market, describes ten cultural dynamics driving change in the market, and applies those trends to several luxury categories.
Article
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Nielsen, May 2015
This article examines the luxury consumer landscape in the US, identifying five segments of consumers who have distinct approaches to luxury consumption and recommends ways to build relationships with each.
Article
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Darika Ahrens, Admap, May 2015
This article debunks the myth that the web is for bargain hunters and luxury doesn't 'do digital'.
Article
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Bob Shullman, Admap, April 2015, pp. 14-16
This article summarises a survey into buying luxury brands in the US and finds that the luxury brands should rethink their consumer base and how they market to them, focusing more on lower-income segments.
Article
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Marcia Roosevelt, Admap, February 2015, pp. 18-20
This article urges a rethink of luxury marketing, as western societies change and make mass-marketing less relevant, while other countries have different approaches to hierarchy.
