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Future of retail: Conscious rich Asians look to lifecycle luxury

Article • Belynda Sim, WARC Trends, July 2021

As shifting priorities alter long-held notions of luxury, TBWA\Singapore’s Belynda Sim looks at what will define 21st century premium in Asia.

Technology and retail: Get the balance right

Article • Asai Meyer and Terence Ling, WARC Trends, July 2021

TBWA\Hong Kong’s Asai Meyer and Terence Ling examine the balance that brands need to strike when applying advanced technology to retail operations.

Physical luxury in a digital world: How Rosewood Hotel creates authentic travel experiences

Article • Mukta Lad, Event Reports, Adobe Summit, April 2021

Rapid digital transformation has helped to ease the hospitality industry’s pain during the sharp drop in business and travel caused by the COVID-19 pandemic, as shown by the Rosewood Hotel Group’s experience.

What’s working in travel

Article • WARC Category Intelligence, July 2021

Global strategies, campaign updates and trends in the travel category.

Bose: Noise-o-Meter

Case Study • Mona Hassanie, WARC Prize for MENA Strategy, Shortlisted, 2021

Audio technology brand, Bose, solved a common, everyday problem for consumers in the Middle East as a way of highlighting its value proposition in tough economic times.

SK-II’s in-house production studio helps take its brand purpose to the next level

Article • Ben Bold, Event Reports, Lions Live, June 2021

SK-II, a high-end skincare brand owned by Procter & Gamble, has invested in dedicated in-house production capabilities to further drive its brand purpose.

Volvo: Living Seawall

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Volvo, an automobile brand, created a Living Seawall to reposition its image and attract premium car buyers in Australia.

Johnnie Walker: Blue Label

Case Study • Design Effectiveness Awards, Design Effectiveness Awards, Silver, 2021

Johnnie Walker, a brand of Scotch whisky, increased sales of its Blue Label product by creating a design for its packaging and communications that used bespoke art pieces that captured the undiscovered sides of local cities.

SK-II: Change destiny

Case Study • WARC Awards for Effectiveness, Silver, Sustained Growth, 2021

Premium skincare brand SK-II developed an enduring brand purpose and ran a series of linked campaigns to grow share, consideration and consumer engagement, primarily in China.

Lexus: Small business drive

Case Study • WARC Awards for Effectiveness, Silver, Customer Experience, and Personalisation & Insight Award, 2021

Luxury car brand, Lexus, ran data-driven test-drives to connect adventure-seeking drivers with unexplored urban locations in Hong Kong.

What’s working in retail

Article • WARC Category Intelligence, May 2021

Global strategies, campaign updates and trends in retail.

Trends of the month: Podcasts, luxury and subscription models

Opinion • Rob Clapp, May 2021

This month: podcasts’ growing popularity for audiences and advertisers, luxury’s new opportunities and the expansion of subscription models.

To level up in 'new retail' in China, focus on the fundamentals

Article • Bryce Whitwam, Adjunct Instructor, New York University School of Professional Studies, WARC Trends, May 2021

NYU’s Bryce Whitwam introduces the fundamentals of New Retail, which integrates online and offline into a single customer experience by using technology and data to improve the overall customer experience.

Driving brand loyalty through omnichannel retail: Case study of Sephora in China

Article • Darren Coleman, Zhixuan Kuang, Research on WARC, February 2021

Data show the Chinese cosmetics market is projected to grow to $26bn by 2023 and that Chinese consumers use both online and offline channels to evaluate and purchase, but consumer loyalty in the Chinese market appears to be in decline.

Global brands in China: The latest changes to note

Article • Low Lai Chow, Event Reports, WFA Global Marketer Week, April 2021

Global brands eyeing the vast China market have to take note of how much the Middle Kingdom has changed over the decades – LVMH’s Andrew Wu lists the key trends and developments.

Travel and sustainability: Transforming for the future

Article • Nick Blenkarne, WARC Exclusive, May, 2021

Sustainability is an increasing consideration in the travel category.

What’s working in luxury

Article • WARC Category Intelligence, April 2021

Global strategies, campaign updates and trends in the luxury category.

Luxury sees strong revenue growth but struggles in Europe

Data • Rob Clapp, WARC Data Points, April 2021

An overview of the growth in revenue of major luxury companies including Hermès, LVMH and Kering.

Hair Care in the US

Article • Euromonitor Strategy Briefings, April 2021

Offers a category analysis of hair care in the US, including company profiles, market data and key trends and developments.

Lexus: Find your unbeaten path

Rankings • WARC Effective 100, 2021

Lexus, a luxury automobile brand, ran a data-driven campaign for its UX crossover SUV that used personalised test drives to engage adventurous urbanites in Hong Kong.

Lacoste: Crocodile Free

Rankings • WARC Creative 100, 2021

Lacoste, the clothing company, raised awareness of animal extinction globally by replacing its logo for 24 hours.

Volvo: Omtanke – rethinking Volvo

Rankings • WARC Effective 100, 2021

Volvo, an automobile brand, created a Living Seawall to reposition its image and attract premium car buyers in Australia.

Lacoste: Crocodile Inside

Rankings • WARC Creative 100, 2021

Lacoste, the clothing company, created an epic cinematic campaign that showed how the foundations of a relationship could easily be dismantled.

The most awarded work for effectiveness

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for effectiveness for 2020, compiled using our rankings methodology, but not ranked.

Lessons from China's recovery post-Covid-19: Consumer goods and service sector analysis

Article • Euromonitor Strategy Briefings, March 2021

Looks at China'a recovery post-Covid-19 across a range of sectors, including travel, consumer health, beauty and personal care and retailing.

What we know about luxury shoppers

Article • WARC Best Practice, September 2020

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.
What we know about luxury brands

Article • WARC Best Practice, August 2020

Provides marketers with information and guidance about luxury brand advertising.
What we know about premiumisation

Article • WARC Best Practice, December 2020

Looks at the many different ways to execute premiumisation and how offerings need to pay attention to the details of product, packaging and messaging to satisfy premium consumer expectations.
The new rules of luxury and premium branding

Article • Vicky Bullen and Elayne Read, Admap Magazine, July 2019

Taking inspiration from fashion, grocery, alcohol and beauty, four key themes have been identified that embody the new codes of luxury today and the cultural and consumer movements driving these.
What’s working in luxury

Article • WARC Category Intelligence, April 2021

Global strategies, campaign updates and trends in the luxury category.
Psychological stress or growth will determine post-pandemic consumer behaviour

Article • Win Ee Chun and Dr Gemma Calvert, WARC Trends, July 2020

In the wake of COVID-19, research in the field of cognitive neuroscience may provide some helpful pointers on how consumer behaviour will evolve.