Martha Velando is the Chief Marketing Officer for luxury jeweller De Beers. She spoke to WARC’s Anna Hamill for Marketer’s Toolkit 2022 about scaling up omnichannel strategies, focusing on effectiveness, and why shoppers expect more from brands on sustainability. Toolkit 2022 This interview is part of WARC's Marketer's Toolkit 2022. Read more .
SABRE Awards, IN2, North America, Best in Digital Promo & Activation, 2021
Grand Seiko, a Japanese maker of watches, clocks and electronic devices, launched a wearable Instagram filter as part of a digital event to promote its new Toge Special Edition watch during the Coronavirus pandemic.
Several top luxury fashion brands continue to prefer selling directly to customers, but an increasing number are also choosing to distribute and trade via Farfetch, an online fashion marketplace founded by Portuguese entrepreneur José Neves.
Balenciaga received a lot of negative publicity in China for its Qixi campaign earlier this year, but the luxury brand’s recent Singles Day success demonstrates it has a deep-rooted understanding of local Gen Z subculture, according to strategic cons
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.