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What’s working in luxury

Article • WARC Category Intelligence, April 2021

Global strategies, campaign updates and trends in the luxury category.

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.

Lacoste: Crocodile Free

Rankings • WARC Creative 100, 2021

Lacoste, the clothing company, raised awareness of animal extinction globally by replacing its logo for 24 hours.

Lacoste: Crocodile Inside

Rankings • WARC Creative 100, 2021

Lacoste, the clothing company, created an epic cinematic campaign that showed how the foundations of a relationship could easily be dismantled.

Fashion and sustainability the Farfetch way

Article • Brian Carruthers, Event Reports, Web Summit, December 2020

Farfetch, the online marketplace for luxury brands and third-party resellers, is growing fast, and the single fastest-growing part of its business is one that highlights sustainability to consumers.

Balenciaga’s 2020 Qixi Campaign: Cultural misstep or deep-rooted understanding of Chinese Gen Z subculture?

Article • Scott Teng and Jessica Kong, WARC Exclusive, Spotlight China, December 2020

Yuzu Kyodai argues that Balenciaga’s Qixi 2020 campaign should not be categorised as a ‘misstep’, but rather, acknowledged as nuanced work that speaks directly to its core of Gen Z consumers.

Local Relevance? Local Revolt! Why luxury brands need to do better and be braver

Article • Sen Lin, WARC Exclusive, Spotlight China, December 2020

Carat’s Sen Lin offer some cultural observations to unpack the complex case of the changing Chinese consumer.

From founder to employee, Patagonia is committed to agitating for change

Article • Sam Peña-Taylor, Event Reports, Festival of Marketing, October 2020

Patagonia’s European marketing director explains how the company doesn’t just talk about an abstract purpose; the brand and its employees act directly to address these issues.

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.

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.

Swatch Group (personal accessories)

Article • Euromonitor Advertiser Profiles, July 2020

This Company Profile from Euromonitor provides key details and analysis of luxury accessories company, Swatch.

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.

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.

Ralph Lauren: CRM Dreams

Case Study • DMA (UK), Silver, 2019

Ralph Lauren, a clothing brand, created a CRM email programme that reflected the lifestyle consumers dreamt of to encourage better relationships with its customers in the UK.

How Rent the Runway became a fashion hit

Article • Brian Carruthers, Event Reports, Tech conference, October 2019

Looks at the evolution of Rent the Runway from a digital business renting clothes for special occasions into one that dresses people on a daily basis.

Helzberg Diamonds: From hurting love to helping love

Case Study • Jay Chiat Awards, Bronze, Product/Service Creation, 2019

Helzberg Diamonds, a jewellery retailer, increased brand awareness across the US by launching a placeholder engagement ring to take the stress out of choosing a ring for the big event.

Louis Vuitton gets into League of Legends

News • 23 September 2019

E-sports phenomenon, League of Legends, is finding interest from the LVMH-owned maison, which has announced that it will be designing in-game skins and a trophy case for the world champion’s cup, in a sign of e-sports’ continuing ascendancy.

Luxury, culture and the new eco-systems of access

Article • Rebecca Robins, WARC Exclusive, September, 2019

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.

How new payments tech can yield consumer insights

News • 27 August 2019

John Hardy, the jewellery brand, has generated valuable insights by allowing consumers to buy its products via new payment services.

John Hardy uses a new payment solution to drive sales and customer insight

Article • Stephen Whiteside, Event Reports, CommerceNext, July 2019

John Hardy, the jewelry brand, is generating new consumer insights and sales opportunities by tapping into alternative payment solutions.

Polo boosts footfall via mobile wallet

News • 31 July 2019

Polo, the fashion retail brand, has developed an innovative way of using consumers’ mobile wallets to acquire customers, drive outlet store visits and grow loyalty.

Poh Heng sidesteps the age trap with emotions

News • 29 July 2019

Poh Heng Jewellery has tapped into the emotions of different age groups to ensure it stays relevant for each new generation of Singaporeans amidst changing preferences and digitally disrupted channels of engagement.

Polo Ralph Lauren taps mobile wallet as a marketing channel

Article • Brian Carruthers, Event Reports, Retail Week Live, March 2019

Polo, the upmarket fashion brand, has developed an innovative way of using consumers’ mobile wallets to acquire customers, drive outlet store visits and grow loyalty.

How Singapore’s Poh Heng balances legacy and modernity in pursuit of longevity

Article • Gabey Goh, WARC Exclusive, July 2019

Poh Heng, the Singaporean jewellery brand, is mixing its storied history with a fresh perspective to retain relevance with consumers.

Lacoste: Save Our Species

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Lacoste, the clothing company, raised awareness of endangered species and IUCN in the US when it replaced its iconic crocodile polo with other endangered animals.

Marketer’s Toolkit 2019: Strategy, tech and media for the year ahead

Article • WARC Trends, December 2018

WARC's Marketer’s Toolkit 2019 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.
How does effectiveness vary by media channel?

Article • WARC Evidence, October 2018

Looks at how different channels deliver different outcomes and advises on the optimal roles of different channels, as well as the dominant medium for reach, impact and scalability.
What we know about wearout and decay

Article • WARC Best Practice, September 2020

This article provides marketers with information and guidance about avoiding advertising wearout and decay.
Media allocation report

Data • WARC Data, December 2020

Using its database of effective advertising campaigns, WARC analysed over 1,400 case studies that contained budget and media allocation information.
New lessons from Binet and Field - Media in Focus: Marketing effectiveness in the digital era

Article • Sam Peña-Taylor, Event Reports, IPA Effectiveness Week, October 2017, pp. 0-0

Les Binet and Peter Field have undertaken new research based on the IPA Databank, exploring marketing effectiveness in a time of relative digital maturity.
Martech: 2019 and beyond

Data • WARC Data, September 2018

This report discusses the findings of a research project carried out in conjunction with BDO, which took the form of an online survey of more than 800 brands and agencies based in the Americas, Europe and APAC.