News
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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
Article
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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.
Article
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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.
Article
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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.
Data
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Rob Clapp, WARC Data Points, September 2020
An overview of luxury goods consumers in Mainland China and Hong Kong and online and offline retail.
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.
Research Paper
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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.
News
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20 August 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.
News
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12 August 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.
News
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02 August 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.
Article
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Euromonitor Advertiser Profiles, July 2020
This Company Profile from Euromonitor provides key details and analysis of luxury accessories company, Swatch.
Opinion
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Yanie Yanson, June 2020
After a decade of cutthroat competition for global fast-fashion players who made their mainland debuts from the 2000s but exited China in recent years, we’re entering an era where the premium-fashion category is also losing allure as the new generation of consumers migrate toward a more experience-driven sharing economy.
Data
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Rob Clapp, WARC Data Points (GlobalWebIndex), June 2020
An overview of consumers delaying luxury purchases in seven Asia Pacific markets during the novel coronavirus (COVID-19) outbreak.
Data
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Rob Clapp, WARC Data Points (GlobalWebIndex), April 2020
An overview of delayed purchases during the novel coronavirus (COVID-19) outbreak across 17 markets.
News
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14 January 2020
French luxury goods house Cartier will soon launch a flagship store on Tmall Luxury Pavilion, marking a new chapter in the brand’s e-commerce journey in China.
Case Study
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DMA (UK), Silver, 2019
Ralph Lauren, a clothing brand, created a CRM email programme that reflected the lifestyle consumers dreamt of to encourage better relationships with its customers in the UK.
News
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26 November 2019
With the staggeringly large deal for the American jeweller, Tiffany & Company, the French luxury group LVMH (Louis Vuitton Moet Hannessy) looks both east and west to grow its influence.
Article
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Brian Carruthers, Event Reports, Tech conference, October 2019
Looks at the evolution of Rent the Runway from a digital business renting clothes for special occasions into one that dresses people on a daily basis.
News
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18 November 2019
Affluent consumers in Hong Kong and Singapore have severely cut back their spending in most luxury categories over the past four months, as concerns grow about the economic outlook for the year ahead.
Case Study
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Jay Chiat Awards, Bronze, Product/Service Creation, 2019
Helzberg Diamonds, a jewellery retailer, increased brand awareness across the US by launching a placeholder engagement ring to take the stress out of choosing a ring for the big event.
News
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23 September 2019
E-sports phenomenon, League of Legends, is finding interest from the LVMH-owned maison, which has announced that it will be designing in-game skins and a trophy case for the world champion’s cup, in a sign of e-sports’ continuing ascendancy.
Article
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Rebecca Robins, WARC Exclusive, September, 2019
Looks at how a luxury brand can hold a global point of view in the hearts and minds of consumers, across the changing dynamics and desires of ever more fluid generations and markets.
News
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27 August 2019
John Hardy, the jewellery brand, has generated valuable insights by allowing consumers to buy its products via new payment services.
Article
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Stephen Whiteside, Event Reports, CommerceNext, July 2019
John Hardy, the jewelry brand, is generating new consumer insights and sales opportunities by tapping into alternative payment solutions.
News
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31 July 2019
Polo, the fashion retail brand, has developed an innovative way of using consumers’ mobile wallets to acquire customers, drive outlet store visits and grow loyalty.
