The UK’s richest 1% are more switched on digitally than their peers and many opt for mid-level goods over upmarket alternatives so brands may need to realign their thinking in order to target to this group effectively.
As wealth is redistributed and the number of luxury consumers rises brands must adapt to meet changing consumer behaviour.
As a marketer in digital, the word ‘personalisation’ might conjure up thoughts of cookies and triggered email. But what does it mean in luxury automotive for Aston Martin.
Burberry will focus on boosting customer loyalty by expanding its “digital prowess” and focusing marketing on getting people to fall in love with its products following a decline in both sales and revenues.
As “greenshoots” of economic recovery appear, marketers are shifting focus to promotions, events and direct marketing, according to the latest IPA Bellwether report.
Saga cut marketing spend by £4.2m in 2024, pausing investment in some areas of its insurance business in a challenged market.
Despite revenues falling 18% year-over-year in the six months to March, Asos’s CEO insists the retailer is “delivering” against its turnaround plan.
Puma’s leadership team has been waiting for the moment the brand would “invest differently” in marketing, something top marketer Richard Teyssier is confident it is doing with new teams, fewer activations and bigger brand investment.