‘High-tech, high-touch’: Aston Martin on transforming digital to create personalised experiences
Josh StephensonAston Martin has been overhauling its digital offer to create “almost one-to-one” experiences for potential customers.
Luxury brand Montblanc on returning to its ‘core’ to drive future growth
Josh StephensonThe Richemont-owned luxury lifestyle brand’s CMO is looking to bring its iconic pens and a joy of writing to everything that the brand is looking to achieve across its portfolio.
Economic uncertainty gives challengers a ‘rare opportunity’ to ‘break in’ to categories, research finds
Chris SutcliffeSpeaking at EffWorks, Magic Numbers and VCCP presented the case for challenger brands to be aggressive while consumers tighten their pursestrings.
Pernod Ricard looks to effectiveness drive to outperform bigger spending rivals
Chris SutcliffeThe drinks company is looking to get even smarter with the investment choices it makes with increasing use of analytics tools that will allow it to improve performance across its portfolio, and not just on the flagship Jameson and Absolut brands.
‘Luxury will be redefined’: High-end brands on tackling their packaging problem
Matthew ValentineLuxury brands have always used packaging as an effective way to showcase their quality to the consumer, but with stricter regulations from the EU on the way this is all set to change.
Tag Heuer’s CMO on why authenticity has become luxury’s ‘new currency’
Josh StephensonThe luxury watch brand has enlisted Hollywood actor Ryan Gosling to star in a short film as it celebrates the 60th anniversary of it most famous watch, the Carrera.
LVMH reports record profits following boost to marketing spend
Michaela JeffersonViewed by analysts as a bellwether for the luxury market, LVMH’s earnings for 2022 suggest the most affluent consumers are willing to continue spending through inflation.
Marketing Week Top 100 2021: The top marketers in consumer goods, tech and luxury
Marketing Week ReportersMarketing Week reveals the top 10 marketers in consumer goods, technology and luxury, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.
Tiffany’s brand needs an update – in fashion, that means alienating loyal customers
Mark RitsonThe new ‘Not your mother’s Tiffany’ campaign has angered the brand’s older customers, but this is new owner LVMH’s tried and tested formula for refreshing tired fashion labels for new consumers.
Hotel Chocolat’s boss on the value of customer insight in driving digital growth
Manny PhamHotel Chocolat’s CEO Angus Thirlwell says further digitisation of the brand is planned but he believes physical stores still provide a good channel for brand building.
How Ralph Lauren used segmentation to reignite brand love
Matthew ValentineRalph Lauren turned to data to learn more about its customers and wean them off a diet of discounts.
Marketing Week Top 100 2020: The top marketers in consumer goods, tech and luxury
Marketing Week ReportersMarketing Week reveals the top 10 marketers in consumer goods, technology and luxury, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.
Farfetch on its ‘two-speed strategy’ to win over luxury fashion shoppers
Charlotte RogersOnline shopping platform Farfetch has ramped up investment in a new campaign and brand identity, as it looks to capitalise on soaring demand for luxury fashion post-lockdown.
Luxury fashion cannot blame the climate crisis on the high street alone
Matt BarkerShortening the fashion industry’s global catwalk calendar would be a trendsetting statement of intent that shows the couture houses are ready to take responsibility for their environmental impact.
How British luxury brands are bracing to beat Brexit
Charlotte RogersBritish luxury brands are showing their resilience in the face of ongoing Brexit uncertainty by focusing on global growth, tapping into their authentic heritage and joining forces to support the wider community.