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Driving brand loyalty through omnichannel retail: Case study of Sephora in China

Article • Darren Coleman, Zhixuan Kuang, Research on WARC, February 2021

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.

Luxury sees strong revenue growth but struggles in Europe

Data • Rob Clapp, WARC Data Points, April 2021

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

Lessons from China's recovery post-Covid-19: Consumer goods and service sector analysis

Article • Euromonitor Strategy Briefings, March 2021

Looks at China'a recovery post-Covid-19 across a range of sectors, including travel, consumer health, beauty and personal care and retailing.

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.

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.

Sephora: Livestreaming on e-commerce Mini Program

Case Study • MMA Smarties, Gold, APAC, 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.

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.

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.

Maison Birks: Spoiler Alert!

Case Study • WARC Media Awards, Entrant, Effective Channel Integration, 2020

Jeweller Maison Birks drove sales of engagement rings by targeting potential customers via anonymous ads on social media in Canada and the US.

What's working in AR and VR

Article • WARC Category Intelligence, October 2020

Global strategies, campaign updates and trends in AR and VR.

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

Data • Rob Clapp, WARC Data Points, 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.

Influencer endorsements fail to influence purchase decisions

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), August 2020

An overview of purchase drivers and planned purchases of UK and US consumers who follow influencers on social media.

Why Southeast Asia’s fashion industry will survive COVID-19

Opinion • 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.

Does a membership model work for premium goods?

News • 19 July 2020

Fresh from an initial, and ultimately failed trial, the premium online retailer Italic is rolling out a new strategy: to be a members-only business.

$2bn knocked off APAC’s luxury-goods market in 2020

News • 30 June 2020

Spending in Asia-Pacific on luxury goods is set to contract by 3.

Chinese consumers most likely to delay luxury purchases

Data • 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.

Harvey Nichols: When food met fashion

Case Study • Design Effectiveness Awards, Design Effectiveness Awards, Silver, 2020

Harvey Nichols, a luxury department store, increased sales and brand value in the UK by redesigning its packaging to mimic luxury cosmetics with the HN monogram and metallics.

Determinants of Chinese consumers’ purchase intentions for luxury goods

Research Paper • Lini Zhang, Brenda J Cude, and Haidong Zhao, Int. Journal of Market Research, Vol. 63, No. 3, 2020, pp. 369-385

This study examines the determinants of Chinese consumers’ purchase intentions for luxury goods by applying and extending the Theory of Planned Behavior.

Helzberg Diamonds: Ordained store associates help customers get hitched at Helzberg

Case Study • SABRE Awards, Gold, North America, 2020

Helzberg Diamonds, a jewellery retailer, created a portal that allowed its associates to get ordained to let the brand host its own wedding ceremonies in order to reach newly engaged couples in the US.

Richemont reports rise in earnings and says internet is key to future growth

News • 18 May 2020

Swiss luxury group Richemont, owners of brands including Cartier, Piaget and IWC, has reported increased earnings, despite the effects of the COVID-19 pandemic during the final quarter of the reporting year and believes China’s “new retail” will be c

US, Luxury retail Ad/Sales ratio

Data • Cinzia Petio, WARC Data Points, May 2020

An overview of advertising as a percentage of sales in the luxury retail sector in the United States since 2007.

Early signs of recovery in China’s luxury market come with a warning

News • 28 April 2020

As China emerges from its COVID-19 crisis, there are optimistic signs for the luxury sector, but observers don’t expect it to return to business as usual and some are touting an enhanced role for artificial intelligence as the category shifts online.

Nearly half of consumers will delay purchases until COVID-19 outbreak is over

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), April 2020

An overview of delayed purchases during the novel coronavirus (COVID-19) outbreak across 17 markets.

What we know about e-commerce and social commerce

Article • WARC Best Practice, December 2020

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.
2020 Social Strategy Report: Insights from the WARC Awards

Article • WARC Exclusive, July 2020

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2019 WARC Awards.
What's working in retail

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in retail.
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.
Learn from the best: Lessons from the world's most awarded brands

Article • WARC Exclusive, April 2020

Provides lessons learned by the best-performing brands in the WARC Rankings 2020 and the strategies they used to achieve success in 2019 awards shows.
Five digital shopping trends surging due to the coronavirus

Article • Euromonitor Strategy Briefings, August 2020

With COVID-19 placing constraints on physical operations, consumer-facing companies have become more reliant on the digital channel to drive all forms of engagement with their customer base.