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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.

COVID-19 fails to drive long-term e-commerce growth in Japan

Data • Rob Clapp, WARC Data Points, July 2020

An overview of shopping online by product category in Japan before and after the novel coronavirus (COVID-19) outbreak.

COVID-19 brings long-term gains in Spanish online shopping

Data • Rob Clapp, WARC Data Points, July 2020

An overview of shopping online by product category in Spain before and after the novel coronavirus (COVID-19) outbreak.

Over half of Indian consumers will shop online after COVID-19

Data • Rob Clapp, WARC Data Points, July 2020

An overview of shopping online by product category in India before and after the novel coronavirus (COVID-19) outbreak.

Titan Watches: Create Your Moment

Case Study • Anaika Jaggarow, WARC Prize for MENA Strategy, Entrant, 2020

Watchmaker Titan used crowdsourcing to create a campaign supported by influencer marketing and digital media to enhance brand awareness and boost sales in the UAE, Saudi Arabia and Bahrain.

LGBTQ imagery in advertising: How viewers’ political ideology shapes their emotional response to gender and sexuality in advertisements

Research Paper • Gavin Northey, Rebecca Dolan, Jane Etheridge, Felix Septianto, and Patrick van Esch, Journal of Advertising Research, Vol. 60, No. 2, 2020, pp. 222-236

Gender is many things to many people. It is at once uniting and divisive.

Hot Octopuss: Show Stigma the Finger

Case Study • SABRE Awards, Gold, North America, 2020

Hot Octopuss, a sex toy brand, increased awareness and launched its new finger toy in the US by creating Show Stigma The Finger, a campaign that used activists to highlight stigmas stopping women from achieving sexual fulfilment.

The household as a wellbeing world: Trends and opportunities

Article • Euromonitor Strategy Briefings, February 2020

Looks at why the household is becoming an epicentre for wellness activities and what areas offer opportunities.

Food and drink ramps up TV advertising in India during COVID-19

Data • Rob Clapp, WARC Data Points, April 2020

An overview of TV advertising volume and audience by sector in India during the novel coronavirus (COVID-19) outbreak.

Consumer spending on wearables to top $50bn next year

Data • Rob Clapp, WARC Data Points, November 2019

An overview of global consumer spend on wearable devices between 2018 and 2021.

American Tourister goes all the way on social media to become Hard To Let Go

Case Study • MMA Smarties, Bronze, India, 2019

American Tourister, a luggage brand, increased awareness of its new range of luggage bags, the Curio, in India by launching a social influencer campaign that featured mobile-led content.

Samsonite India: Kerala Is Open

Case Study • MMA Smarties, Gold, India, 2019

Samsonite India, a luggage brand, launched a social campaign to get Indian consumers to visit Kerala after tourism suffered a huge hit due to heavy flooding.

Tanishq Goes Real to Virtual to woo consumers

Case Study • MMA Smarties, Gold, India, 2019

Tanishq, a jewellery brand, launched a virtual store in collaboration with selfie app Beauty Plus, whereby users could 'try on' its new jewellery ranges via selfies, to increase awareness across India.

US, Personal accessories Ad/Sales ratio

Data • Cinzia Petio, WARC Data Points, September 2019

An overview of advertising as a percentage of sales in the personal accessories sector in the United States since 2007.

Customer lifetime value key for Dagne Dover

News • 17 九月 2019

Dagne Dover, the direct-to-consumer handbag and accessories manufacturer, believes customer lifetime value is a powerful metric in guiding its strategy in multiple areas.

How analytics and benchmarks shape Dagne Dover’s strategy

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

Dagne Dover, the direct-to-consumer handbag and accessories brand, is using analytics and benchmarking to help guide its strategy.

Senco Gold and Diamonds: Jewellery beyond gender

Case Study • SABRE Awards, Asia-Pacific, Multicultural Marketing, Gold, 2019

Senco Gold and Diamonds, an online jewellery company, organised a fashion show that featured transgender people to promote the narrative of inclusivity in India during pride month.

Baggit: Asking Indian men to shut up

Case Study • Nikhil Pillai, Yousuf Rangoonwala, WARC Prize for Asian Strategy, Shortlisted, 2019

Handbag brand Baggit used a TV and influencer marketing campaign, based around 'mansplaining', to build share of voice and increase sales in India.

Fitbit supports public health in Singapore

News • 22 八月 2019

Fitbit, the US wearables firm, has secured a deal with the government of Singapore to supply fitness trackers and other services for up to one million people, as part of a major initiative to improve public health in the city state.

Tiffany teams up with Reliance for India launch

News • 11 八月 2019

Tiffany & Co.

The advertising potential of wearable tech

News • 18 七月 2019

Wearable technology may present new opportunities for advertising matched with an individual’s emotions and dispositions, but privacy must be at the forefront of marketers’ thinking, an article in the Journal of Advertising Research (JAR)

Brathwait and Speak Media: Effective content in a New York minute

Case Study • George Theohari, WARC Awards, Entrant, Effective Content Strategy, 2019

Brathwait, a watch brand, used content marketing in the US to change perceptions of its brand and increase visits to its website.

Dagne Dover sees benefits from brick-and-mortar retail

News • 06 三月 2019

Dagne Dover, the direct-to-consumer handbag company, is using select brick-and-mortar retail partnerships to build its brand in new ways.

Dagne Dover goes to market with direct-brand tools

Article • Geoffrey Precourt, Event Reports, IAB Annual Leadership Meeting, February 2019

Dagne Dover, a direct-to-consumer handbag manufacturer, has successfully disrupted an established category that was previously dominated by a small number of legacy brands.

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.