Four trends changing the definition of luxury
Lucy TesserasAs wealth is redistributed and the number of luxury consumers rises brands must adapt to meet changing consumer behaviour.
As wealth is redistributed and the number of luxury consumers rises brands must adapt to meet changing consumer behaviour.
While luxury loses out, digital disruptor brands like Netflix and Instagram are steadily climbing the CoolBrands list, which is a survey conducted among 2,500 British consumers and a panel of 36 key influencers.
From a Snapchat fashion show first to Facebook’s planned “dislike” button, find out everything you need to know about the past week in marketing.
Burberry is launching the first ever “Snapchat show” for a luxury fashion brand as it unveils its Spring/Summer 2016 collection on the mobile app the day before its official runway show at London Fashion Week.
The Ritz-Carlton has launched a new logo and is “modernising” its brand voice according to Lisa Holladay, its VP of global brand marketing, as the luxury hotel chain changes its marketing in a bid to appeal to Generation Y.
Burberry is to become the first global brand to launch a dedicated channel on Apple Music as it looks to use the partnership to push its music credentials and champion British talent.
Gant is hoping to make an emotional connection with consumers by going back to its American Ivy League roots as part of a global rebrand.
Harvey Nichols is eschewing the traditional loyalty card in favour of a mobile app that it claims will ensure its programme is “lean, agile, targeted and personalised”.
European companies make up a smaller number of Millward Brown’s top 100 brands than last year and comprise a smaller proportion of the list’s total brand value, with the continent’s key industry’s suffering compared with fast-growing Asian tech businesses.
Burberry is implementing a ‘fundamentally different way of using data throughout the business’ in an effort to build a ‘single global view’ of its customers after seeing gains in sales and profit following its decision to invest in insight last year.
L’Oreal is expanding its insights team in an effort to “embrace new technologies, consumer behaviours and trends” as it readies awareness campaigns for its Garnier Nutrisse and Essie brands.
As fans consume more digital content, sponsors need high-tech strategies that don’t neglect traditional supporters.
Marketing spend grew at an accelerated pace in the first quarter of 2015 according to the latest IPA Bellwether Report, published today (15 April), as marketing executives grow more optimistic about financial prospects despite the uncertain political climate.
While the success of Frozen has had influence far and wide, it is unlikely fans would associate the film with lingerie. However, Triumph is hoping to appeal to the mothers of Frozen fans with an animated fairytale campaign that suggests happily ever after comes with finding the perfect bra.
Catch up on the biggest news in the marketing industry over the last seven days.