Article
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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.
Article
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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.
Article
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WARC Category Intelligence, October 2020
Global strategies, campaign updates and trends in AR and VR.
Case Study
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Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2020
Volvo, an automotive brand, created a platform around Omtanke, a Swedish word meaning care and consideration, to attract and better-connect with luxury buyers in Australia.
Case Study
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Institute of Practitioners in Advertising, Gold and Best Dedication to Effectiveness, IPA Effectiveness Awards, 2020
Audi, an automotive brand, created long-term value and increased sales with its Vorsprung durch Technik campaign in the UK, which has spanned over the past decade.
Article
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Geoffrey Precourt, Event Reports, Advertising Week, September-October 2020
Diageo, the spirits manufacturer, has mixed consumer engagement with purposeful marketing as it responds to the COVID-19 pandemic.
News
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28/09/2020
Luxury brands and fashion retailers in Hong Kong have taken a battering this year as a combination of COVID-19 and political tensions with mainland China have kept high-spending tourists away, but the question is whether they can recoup their ...
Opinion
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Ervin Ha, September 2020
YouGov's Ervin Ha looks at how luxury brands have fared in Hong Kong as the ongoing pandemic shifts consumer sentiment and purchase priorities.
Article
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WARC Category Intelligence, September 2020
Global strategies, campaign updates and trends in the alcoholic drinks category.
News
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18/09/2020
Young Chinese people born after 2000 epitomise one of the paradoxes of modern China: as the country’s economy hurtles into modernity, the dominant intellectual stance hews toward conservative, Confucian ideals – brands need to take note.
Case Study
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Terence Ling, WARC Prize for Asian Strategy, Gold and Customer Journey Award, 2020
Luxury vehicle brand Lexus ran a data-driven campaign for its UX crossover SUV that used personalised test drives to engage adventurous urbanites in Hong Kong.
Case Study
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My Troedsson, WARC Prize for Asian Strategy, Bronze and Long-Term Strategy Award, 2020
Skincare brand SK-II launched a mini-documentary on social media to boost brand awareness among its target audience in China and spark real social change.
Article
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Geoffrey Precourt, WARC Exclusive, July 2020
J.P Morgan Private Bank, a financial-services provider focused on high-net-worth individuals, has built a marketing strategy that reflects the distinct character of this cohort.
Article
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Jenni Romaniuk and Ava Huang, International Journal of Market Research, Vol. 62, No. 5, 2020, pp. 546-560
Continuing the stream of luxury brand research that seeks to identify how luxury brands differ from non-luxury brands, we test whether the brand usage and attribute prototypicality influences on consumers' perceptual responses about non-luxury brands extend to luxury brands.
Case Study
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Preeti Mascarenhas, Rachit Khanna, Aditi Thakur, Deep Singh, WARC Prize for Asian Strategy, Entrant, 2020
Volvo Cars activated a location-based multimedia campaign to establish itself as an environmentally responsible auto brand in India and differentiate itself from German-made luxury automobile brands.
Case Study
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Echo He, Nicholas Short, WARC Prize for Asian Strategy, Entrant, 2020
Beauty brand L'Occitane appointed a virtual idol as its spokesperson to launch its spring collection and offer content to Gen Z consumers in China via Anime, Comics, Games and Novel (ACGN) platform Bilibili.
News
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28/08/2020
Luxury brands that use less abstract and more concrete forms of print advertising may see a higher willingness to pay among consumers, according to a paper in the Journal of Advertising Research (JAR).
Article
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WARC Best Practice, August 2020
Provides marketers with information and guidance about luxury brand advertising.
News
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25/08/2020
Cadillac, the auto brand, has been able to adapt during the COVID-19 pandemic thanks to e-commerce tools that allow consumers to replicate much of the buying experience online.
Article
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Geoffrey Precourt, WARC Exclusive, August 2020
Cadillac, the automaker, has adapted in numerous ways to the COVID-19 pandemic as it keeps up with changing habits and preferences among consumers.
News
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21/08/2020
With international travel increasingly difficult, Chinese luxury consumers are indulging in shopping sprees instead, according to a new study by consulting firm Agility Research & Strategy.
Opinion
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Isabelle Karina C. Romualdez, August 2020
It may feel like a retail apocalypse when it comes to how COVID-19 has impacted brick and mortar stores and consumer spending, but iPrice Group’s Isabelle Romualdez argues that interest is still high in SEA, and fashion brands have a chance to capture not just attention but wallets as well.
News
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13/08/2020
Luxury fashion brand Balenciaga has faced a tidal wave of criticism in China over promotional pictures of products it has created for the Qixi festival, but some observers suggest people are too ready to find fault with western brands.
Opinion
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Hui Wen Tow, August 2020
TBWA’s Hui Wen Tow looks at the potential future of travel as the COVID-19 pandemic continues to disrupt and alter how consumers satisfy their wanderlust.
News
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03/08/2020
Luxury fashion brand Burberry has partnered with Tencent’s WeChat to combine the physical and social media worlds in a new way; a ‘social retail’ store in Shenzhen is the result.
