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luxury

Why more celebrities are taking the creative reins at luxury brands
asap rocky celebrities creative director fashion luxury ray ban By Rahat Kapur

As Ray-Ban appoints ASAP Rocky as its first global creative director, it signals a growing trend of luxury brands leaning on celebrity vision to redefine cultural relevance and unlock commercial success in an increasingly competitive market.

To snake or not to snake? Luxury brands face conundrum
cny lny 2025 lunar new year 2025 luxury year of the snake By Yimin Wang

For their Year of the Snake campaigns, luxury brands in China are digging a little deeper into imagery and symbolism to avoid an overdose of serpentine motifs.

Jaguar's contentious rebrand finally gets its car moment, but questions remain
automotive electric vehicles jaguar luxury rebrand By Rahat Kapur

After much heated debate over its 'carless' rebrand and accusations of 'woke' marketing, Jaguar unveils its Type 00 concept car in Miami. But with prices set to surge and a pivot to art-world luxury, some critics are still saying the British marque has gone too far in its reinvention.

How Douyin solved the challenge of luxury transition in China, by expanding the depth and width of the market
digital douyin luxury By Campaign Staff

Using solutions that leverage innovative digital technology, measurement, and a deep understanding of its userbase, Douyin has successfully addressed many challenges faced by the luxury category, making it a vital part of the marketing mix.

The Hermès game: Carefully-guarded craftsmanship or scarcity-driven marketing gimmick?
branding luxury sounding board By Nikita Mishra

SOUNDING BOARD: With a market valuation of over US$218 billion in 2023, Hermès has managed to rise above the tidal wave of uncertainty sweeping across luxury brands. So, what's their secret to success? Industry experts weigh in.

Maotai halts its collaborations: A lesson in retaining a luxury brand identity
brand partnerships luxury By Qing Na

Whilst brand collaborations can be a rewarding practice for generating digital sensation, as Chinese liquor giant Maotai has found out, they don't come without precautions and the possibility of short-lived consumer enthusiasm.

How can Douyin generate a new growth curve for the luxury industry?
bytedance douyin luxury By Staff Writer

For luxury brands, it’s no longer a question of whether to market themselves on Douyin, but rather how to do so.

Amplify hires global head of luxury
amplify luxury By Charlotte Rawlings

Johanna Worth will report to Lee Avery, Amplify’s global chief operating officer.

Gucci appoints new chief brand officer in latest creative shake-up for the luxury house
branding luxury By Rahat Kapur

The brand takes a pivot both strategically and creatively as their former worldwide communications head, Alessio Vannetti, returns following a three-year stint heading branding for Valentino.

Owners of luxury brand Coach, Tapestry, purchase parent company of Michael Kors, Jimmy Choo and Versace in US$8.5 billion deal
coach fashion luxury merger tapestry By Staff Reporters

The merger of the two fashion conglomerates will establish a "powerful global luxury house" that generates US$12 billion in annual sales.

How Tencent is building an ecosystem for marketing, engagement, and sales on Weixin
china luxury tencent By Tencent

Weixin, a popular app from Tencent, offers an unparalleled suite of services for consumers and is a great aggregator of audiences for marketing companies that are serious about China.

Are granfluencers the new answer to luxury brands’ celebrity endorsement in China?
china dao insights influencer kol luxury By Qing Na

From Miu Miu's collaboration with an 85-year-old actress to a fashion blogger on Xiaohongshu sharing lifestyle for Lululemon, grandfluencers are helping brands redefine 'youth' and break stereotyped generational gaps in China.

What is luxury, really?
luxury By Daniel Langer

Rather than focusing on price points and status, luxury brand managers should think of luxury as the ability to create extreme value for clients.

Luxury advertising amid an economic downturn
luxury By Alison Weissbrot

With global economic uncertainty showing no sign of easing, what impact will it have on luxury brands that have so far shown resilience?

Why pricing is the ‘easy growth trap’ in luxury
luxury By Daniel Langer

Tesla’s recent discounting initiative is unwise. Such short-term gains always come at a price. And the price, in most cases, is the brand.

Luxury recalibrated: Three action points for brands in 2023
luxury By Daniel Langer

As we enter a new phase of uncertainty and volatility, getting back to the basics will be key to strengthening the equity of your brand in 2023.

Half of luxury brands will disappear by 2030. What are the key risks?
china luxury By Daniel Langer

Where there is no story, there is no extreme value, as the story can carry 99% or more of the total perceived value in luxury.

Balenciaga pulls campaign and apologises after backlash
luxury By Shauna Lewis

Holiday gift campaign was shot by photojournalist Gabriel Galimberti.

How ultra-luxury is conquering China
china luxury retail shopping By Lisa Nan

For establishments that wish to build that timeless, ultra-luxury status, it is a long journey of educating the customer about the institution’s codes and refined experiences, and creating word-of-mouth leads.

Will Gen Z break up with your luxury brand?
china gen z luxury retail By Daniel Langer

Half of the existing luxury brands today likely won’t survive by 2030. They must deliver a best-in-class performance or risk becoming obsolete to Gen Z.