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The post-COVID luxury landscape: Gen Z, digital couture and retail-tainment

Article • Emily Safian-Demers, WARC Exclusive, October 2021

The luxury market, like so many other industries, took a hit in the wake of the COVID-19 pandemic.

The future of SEO in fashion and beauty

Article • Tasha Amponsah-Antwi, WARC Best Practice, September 2021

E-commerce is causing fashion and beauty brands to adapt their SEO strategies.

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

Article • 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 • WARC Exclusive, Spotlight China, December 2020

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

Future of retail: Conscious rich Asians look to lifecycle luxury

Article • Belynda Sim, WARC Trends, July 2021

As shifting priorities alter long-held notions of luxury, TBWA\Singapore’s Belynda Sim looks at what will define 21st century premium in Asia.

What’s working in luxury

Article • WARC Category Intelligence, April 2021

Global strategies, campaign updates and trends in the luxury category.

Luxury sees strong revenue growth but struggles in Europe

Data • Rob Clapp, WARC Data Points (Curated), April 2021

An overview of the growth in revenue of major luxury companies including Hermès, LVMH and Kering.

Lacoste: Crocodile Inside

Rankings • 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.

Lacoste: Crocodile Free

Rankings • WARC Creative 100, 2021

Lacoste, the clothing company, raised awareness of animal extinction globally by replacing its logo for 24 hours.

'Daigou' impact may hinder e-commerce plans of luxury brands in China

Article • 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.

Grand Seiko: Making Luxury a Virtual Experience

Case Study • 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.

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.

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.

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.

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.

Where and how consumers shop in fashion and luxury goods

Article • 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.

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

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.

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.

Chinese consumers prefer to buy luxury clothes and jewellery in-store

Data • Rob Clapp, WARC Data Points (Curated), September 2020

An overview of luxury goods consumers in Mainland China and Hong Kong and online and offline retail.

Hong Kong’s luxury fashion brands see a decline in demand but purchase intent holds steady

Opinion • 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.

Understanding consumer perceptions of luxury brands

Research Paper • 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.

Chinese consumers swap travel for luxury shopping sprees

News • 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.

Balenciaga feels the heat in China

News • 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.

Burberry teams with Tencent for ‘social retail’

News • 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.

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.
Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
What’s working in luxury

Article • WARC Category Intelligence, April 2021

Global strategies, campaign updates and trends in the luxury category.
What’s working in clothing and apparel

Article • WARC Category Intelligence, April 2018

Global strategies, campaign updates and trends in the clothing and apparel industry.
Where and how consumers shop in fashion and luxury goods

Article • 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.
Nike CEO: ‘These are times when strong brands get stronger’

Article • Anna Hamill, WARC Exclusive, January 2021

Nike, the global sportswear brand, is leaning into e-commerce and an exclusive membership programme to boost sales and customer retention.