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Farfetch’s business model gains the trust of fashion brands

News • 12 February 2021

Several top luxury fashion brands continue to prefer selling directly to customers, but an increasing number are also choosing to distribute and trade via Farfetch, an online fashion marketplace founded by Portuguese entrepreneur José Neves.

Reactivating luxury consumers in China with new value propositions

Article • Jenny Chan, WARC Exclusive, February 2021

It is essential to remember that Tmall is not just an e-commerce marketplace, but the biggest shopping ‘mall’ in the world and in that context, a luxury brand’s e-commerce content cannot be solely focused on selling and needs to significantly double down on storytelling and showcases.

Fashion counts costs of Brexit arrangements

News • 03 February 2021

Uncommonly exposed to red tape and restrictions across the English Channel, the UK’s £35 billion fashion and textile industry is feeling the effects of its situation.

Calvin Klein and Gucci find they’re winners on WeChat

News • 03 February 2021

Luxury fashion brands Calvin Klein and Gucci are using WeChat ahead of Chinese New Year and their activity is paying off.

High-end booze is the tipple of choice for lockdown Americans

News • 02 February 2021

Luxury liquor sales have grown at the fastest rate in years as US consumers look to escape the lockdown blues with a drink or two.

Fashion and sustainability the Farfetch way

Article • Brian Carruthers, Event Reports, Web Summit, December 2020

Farfetch, the online marketplace for luxury brands and third-party resellers, is growing fast, and the single fastest-growing part of its business is one that highlights sustainability to consumers.

Super Premium Beauty and Personal Care in the US

Article • Euromonitor Strategy Briefings, January 2021

A category analysis of premium beauty and personal care in the US.

An investigation of androgyny and sexual orientation in advertising: How androgynous imagery and sexual orientation impact advertisement and brand attitudes

Research Paper • Kelly Cowart and Phillip Wagner, Journal of Advertising Research, Digital First, January 2021

This research examines the effect of advertising imagery, sexual orientation, and gender on customer attitude toward the advertisement and attitude toward the brand.

Luxury brands can tap nostalgia in China

News • 26 January 2021

Many of the world’s luxury brands still seem unsure how to market in China, but getting the messaging right is more vital than ever as China is set to be the world’s biggest luxury market by 2025.

Luxury brands tap the influence of Korean TV dramas

News • 25 January 2021

Korean TV dramas, popularly known as K-dramas, are becoming an increasingly important channel for luxury brands to connect with consumers, not just in South Korea but across the wider Asia-Pacific region.

Freeing China's luxury consumers from the annual ugly contest

News • 24 December 2020

Luxury brands need to become more curious about the Chinese aesthetic and stop offering surface-level takes on localising their offerings, says a “culture guru”.

The digital customer journey

Article • Euromonitor Strategy Briefings, December 2020

The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.

Why Balenciaga gets China's Gen Z

News • 16 December 2020

Balenciaga received a lot of negative publicity in China for its Qixi campaign earlier this year, but the luxury brand’s recent Singles Day success demonstrates it has a deep-rooted understanding of local Gen Z subculture, according to strategic cons

Balenciaga’s 2020 Qixi Campaign: Cultural misstep or deep-rooted understanding of Chinese Gen Z subculture?

Article • Scott Teng and Jessica Kong, WARC Exclusive, Spotlight China, December 2020

Yuzu Kyodai argues that Balenciaga’s Qixi 2020 campaign should not be categorised as a ‘misstep’, but rather, acknowledged as nuanced work that speaks directly to its core of Gen Z consumers.

Local Relevance? Local Revolt! Why luxury brands need to do better and be braver

Article • Sen Lin, WARC Exclusive, Spotlight China, December 2020

Carat’s Sen Lin offer some cultural observations to unpack the complex case of the changing Chinese consumer.

L'Occitane: COVID Idol

Case Study • Echo He, Nicholas Short, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 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.

Dubai Properties: This is Living

Case Study • Tahaab Rais, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Dubai luxury real estate brand Madinat Jumeirah Living created captivating character-based content to build awareness and grow sales in a declining real estate category.

Altagamma awards reveal luxury’s digital trends and growth areas

News • 08 December 2020

The pandemic has fueled a surge in the proportion of luxury items being bought online rather than in physical retail stores, according to a report into the personal luxury goods sector released to coincide with the Altagamma Digital Awards.

Maserati: Redefining media strategy to increase brand engagement

Case Study • Dr. Viral Nagori, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Luxury car-maker Maserati created a member-get-member social media campaign, with WeChat as its central platform, to drive engagement and sales in China.

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.

DAC Group: Mobile-First and Hyper-Local – A Strategy for All Seasons

Case Study • MMA Smarties, Bronze, North America, 2020

OAK + FORT, a fashion brand, developed sustained growth by leveraging paid digital advertising for the first time.

Cadillac Live

Case Study • MMA Smarties, Gold, X (Global), 2020

Cadillac, an automotive brand, increased sales in Canada and the US by launching Cadillac Live, an online digital showroom that changed how consumers shopped for luxury cars.

Sephora: Live Streaming on Ecommerce Mini Program

Case Study • MMA Smarties, Silver, X (Global), 2020

Sephora, a personal care and beauty brand, improved its Mini Program (MP) channel share and grew total sales in China by leveraging mobile-based livestreaming technology via WeChat.

Volvo Cars Australia: How redefining safety drove record sales for Volvo

Case Study • APG (AUS), Creative Strategy Awards, Finalist, 2020

Volvo, an automobile brand, boosted sales and improved its brand image in Australia with a platform built around the concept of 'Omtanke': a Swedish word meaning 'care' and 'consideration'.

From founder to employee, Patagonia is committed to agitating for change

Article • Sam Peña-Taylor, Event Reports, Festival of Marketing, October 2020

Patagonia’s European marketing director explains how the company doesn’t just talk about an abstract purpose; the brand and its employees act directly to address these issues.

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.
How Alderfer’s E.R.G. Theory can inform post-coronavirus strategy for brands

Article • Dr. Mansur Khamitov, WARC Exclusive, February 2020

Psychologist Clayton Alderfer’s ERG motivational theory of human behaviour offers marketers a potential framework for charting steps forward in uncertain times – Nanyang Business School’s Mansur Khamitov talks through how brands can map out a positive path forward.
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 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.
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.