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.
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.
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.
Jenni Romaniuk and Ava Huang, Int. 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.
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.
This report summarises the latest research from WARC's Data platform, with a focus on the long-term changes and opportunities in advertising and consumption across e-commerce, online video, social media, and gaming and esports. Key findings include: