Article
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WARC Category Intelligence, April 2021
Global strategies, campaign updates and trends in the luxury category.
Data
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Rob Clapp, WARC Data Points, April 2021
An overview of the growth in revenue of major luxury companies including Hermès, LVMH and Kering.
Rankings
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WARC Creative 100, 2021
Lacoste, the clothing company, raised awareness of animal extinction globally by replacing its logo for 24 hours.
Rankings
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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.
Article
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Re-Hub, Research on WARC, March 2021
Re-Hub‘s 2nd Daigou Index report, released in 2021 and partnered with SimplyBrand, assesses the negative impact of 'daigous' (surrogate sellers of luxury products) for luxury handbags in China.
Case Study
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SABRE Awards, IN2, North America, Best in Digital Promo & Activation, 2021
Grand Seiko, a Japanese maker of watches, clocks and electronic devices, launched a wearable Instagram filter as part of a digital event to promote its new Toge Special Edition watch during the Coronavirus pandemic.
News
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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.
News
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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.
News
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03 February 2021
Luxury fashion brands Calvin Klein and Gucci are using WeChat ahead of Chinese New Year and their activity is paying off.
Article
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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.
Article
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Euromonitor Strategy Briefings, December 2020
Looks at the state of play in fashion and luxury, including the impact of COVID-19, crisis-driven changes and survival strategies.
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.
Case Study
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MMA Smarties, Bronze, North America, 2020
OAK + FORT, a fashion brand, developed sustained growth by leveraging paid digital advertising for the first time.
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.
