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Luxury brands

Luxury brands market themselves with extreme exclusivity, often with a focus on craftsmanship, and allow consumers to buy into the premium quality and exclusivity of the brand. A focus on brand experience has made luxury brands pioneers in certain areas of digital advertising (for example, high-quality online content). The nature of luxury brands has changed in recent years, and they are increasingly being ‘democratised’ as product categories such as ‘accessible luxury’, ‘mass-luxury’ and ‘premium FMCG’ have been created.

Key Reading

Important papers from across the Warc database

This article, by Jean-Noël Kapferer, discusses luxury marketing, and puts forward five 'anti-laws', where the usual rules of marketing do not apply. These anti-laws include discontinuing a product when it sells too much, focussing on taste and experience to build a sense of luxury, and balancing historical roots with bold new moves.
A guide to the challenges and opportunities of the luxury market.
Eight essential facts about managing and marketing luxury brands.
Tracks changes in top markets, the impact of wearables and the rise of meaningful luxury experiences.
Best Practice paper on how luxury brands are rethinking their approach for digital-savvy consumers.

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