by Daniel Langer | Campaign Asia

Daniel Langer

Why Burberry’s problems should scare all luxury brands

Advertising

Jul 27, 2020

Why Burberry’s problems should scare all luxury brands

Despite cultivating growth in the Mainland China region, Burberry’s sales in the EMEIA region were down 75%. The main culprit? Large discounts.

Marketing

May 19, 2020

Daniel Langer

Why luxury will never be the same

Most luxury brands have lost a staggering amount of earnings during this crisis, but a lot of these drastic results could've been avoided with brand audits.

Why discounts are a dangerous overreaction to a crisis

Marketing

May 11, 2020

Daniel Langer

Why discounts are a dangerous overreaction to a crisis

If a consumer bought a luxury handbag for $5,000 before the crisis, but it’s now available for 25% less, brand damage will be significant. Brands risk alienating their most loyal consumers in the hopes of attracting ad-hoc, one-time customers.

Why many Western luxury brands banking on China will fail

Marketing

Apr 28, 2020

Daniel Langer

Why many Western luxury brands banking on China ...

Luxury brands that struggled before the outbreak will continue to lose momentum in China if they don’t transform their digital capabilities.

Why it’s a mistake to define luxury by price

Marketing

Mar 11, 2020

Daniel Langer

Why it’s a mistake to define luxury by price

Almost all high-priced products get called "luxury" these days, but prices don't define which brands get considered luxury brands. Only extreme value can do that.