Farfetch CMO Gareth Jones on the state of luxury fashion in 2020 and beyond
Farfetch, the luxury marketplace, has bucked retail trends this year, seeing lucrative results from its online strategy.
Why luxury fashion brands are using gaming to drive revenue and marketing opportunities
While industries such as fashion and retail have been negatively impacted by the coronavirus pandemic, the gaming and esports market has positively grown. According to Newzoo’s recent report, the global games market will generate revenues of $159.3 billion in 2020. Gaming is also predicted to surpass $200 billion by the end of 2023. This is […]
Luxury retail faces up to unprecedented challenges
The retail sector as a whole has been severely impacted by the coronavirus pandemic. But what about the fate of luxury retailers? With even higher rents and with arguably less traction online than mass-market retailers, the luxury sector is also facing some unprecedented challenges. Brick-and-mortar closures hit brands hard Luxury retailers have traditionally relied on […]
Why Chanel is the most influential luxury brand on social
The accessible and ‘always on’ nature of social media seems slightly at odds with the world of luxury fashion and beauty.
Five ways the diamond industry is adapting to secular headwinds
If there was ever an industry that marketing made, it is arguably the diamond industry.
How can luxury brands create a progressive digital strategy?
Over the past few years there has been a monumental shift in consumer behaviour towards luxury goods.
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Why luxury brands need digital transformation
Earlier this year, McKinsey reported that 80% of luxury sales are now influenced by online.
A review of Victoria Beckham’s new international website
It was 10 years ago that Victoria Beckham first launched her own fashion label. With each collection released in the past decade, the former Spice Girl has continued to impress critics, leading to the opening of two landmark stores in London and Hong Kong, and hundreds of department store concessions worldwide.
How the luxury goods industry found its sense of humour
From Dollar Shave Club to Squarespace – we’ve seen brands of all kinds embrace humour in marketing.
It’s pretty obvious why. Humorous campaigns can be attention-grabbing and highly shareable, as long as they hit the mark, that is.
Why Kate Spade’s superb video content strategy is a lesson to all fashion marketers
US fashion brand Kate Spade has wholeheartedly embraced video content in the past few years.
While some treat social as a customer service vehicle or a secondary marketing tool, the retailer sees social as the key to success, creating an entertainment-driven strategy to drive engagement and increase sales across the globe.
Luxury brands must focus on digital experiences to fight the discount trend
It’s the most wonderful time of the year, unless, perhaps, you’re an executive of a luxury brand.
That’s because out of all categories, luxury labels and retailers were responsible for the highest volume of discounts on Black Friday this year in the U.S.
Think affiliate marketing doesn’t work for luxury brands? Think again
Sadly, for years affiliate marketing has been seen as the poor relation of the digital advertising family.
Tracking networks and technology companies typically selling the channel as a no-frills, “no-win no-fee” way to pad out marketing plans.