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.
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.
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.
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.
Article
•
WARC Category Intelligence, October 2020
Global strategies, campaign updates and trends in AR and VR.
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.
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.
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.
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.
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.
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.
News
•
30 June 2020
Spending in Asia-Pacific on luxury goods is set to contract by 3.
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.
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.
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.
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.
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
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.
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.
Data
•
Rob Clapp, WARC Data Points (GlobalWebIndex), April 2020
An overview of delayed purchases during the novel coronavirus (COVID-19) outbreak across 17 markets.
News
•
09 April 2020
China’s luxury sector has been especially savaged by the fallout from the COVID-19 crisis, and one customer may be hardest to win back, the most desirable of all, the High Net Worth Individual (HNWI).
Opinion
•
Xiaofeng Wang, March 2020
As the COVID-19 outbreak takes a toll on a global luxury industry that is heavily dependent on the spending of Chinese shoppers at home and abroad, Forrester's Xiaofeng Wang looks at how luxury brands are reacting.
Article
•
Pam Danziger, WARC Best Practice, March 2020
Many of the most famous luxury fashion brands, from Louis Vuitton to Chanel, have been embracing partnerships with streetwear brands, which adhere to a California skate culture/New York early punk aesthetic, meaning they have put their money on short-term marketing ploys over what made them special in the first place: branding.
News
•
09 March 2020
As consumers reprioritise their requirements in the face of the coronavirus threat, so marketers need to reassess their communications strategies; a needs-based framework could help, says one academic.
Article
•
Research on WARC, January 2020
The reign of Big Tech is coming to an end and as we look at the year ahead, 2020 will see irresponsible companies and figureheads being held accountable for wider social and environmental issues.
