Article•
Jenni Romaniuk and Ava Huang, International Journal of Market Research, Vol. 63, 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.
Spending in Asia-Pacific on luxury goods is set to contract by 3.4% this year – a fall, compared to last year, of $2.1 billion, as consumers rein in spending on expensive items and focus on smaller treats instead.
Case Study•
Design Business Association, 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.
Article•
Lini Zhang, Brenda J Cude, and Haidong Zhao, International 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.
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 ...
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 ...
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).
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.
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.
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.
Online channels may be essential to driving future growth in China’s luxury market, especially outside the major cities, but a physical presence in these is still seen as important for overseas brands.
Article•
Euromonitor Strategy Briefings, November 2019
Digital technology has led to major shifts in how global luxury consumers live, work, shop and play, while also giving businesses the tools they need to enhance their customer service.
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.
This Mediacom China report, in collaboration with Kantar, developed a research blueprint to unlock the formula needed for luxury brands to activate social media effectively for an audience-first approach.
Article•
David Frymann, WARC Exclusive, September 2019
Presents five key trends in luxury, including changing luxury consumer attitudes and the affect this is having on purchase decisions, such as ethical concerns and the move to shopping online.
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.
Sephora, the beauty retailer, created significant buzz around its expanding influencer roster by directly involving the followers of these online mavens in the recruitment process.
Article•
Reed Karaim, Event Reports, ANA Digital & Social Media Conference, July 2019
Sephora, the beauty retailer, engaged in a novel influencer recruitment strategy that drove participation and helped it identify a diverse range of brand advocates.
Sephora, the beauty retailer, is putting experiences at the heart of its customer loyalty program, in recognition of the fact this approach can foster deep bonds with consumers.
This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.
This report summarises the latest research from WARC's Data platform, with a focus on new net advertising investment data by product category, which are exclusive to WARC Data clients from 1st October. Key findings include:
Highlighting trends among the campaigns entered into the 2019 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, creative approaches and metrics.
This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.
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