Luxury marketing doesn’t need to create its own ‘laws of growth’ for brands to succeed; there are some law-like patterns that luxury categories share with others and understanding them will make luxury brand marketing stronger.
Kering’s CEO admits the luxury business had cut above-the-line investment but would now be upping focus on activity that “speaks to consumers”.
The Louis Vuitton owner credits its “solid” performance in the face of “continuing geopolitical crises”, noting reasons for caution in the months ahead.
Store sales rose 3% over the festive period, giving the luxury giant renewed confidence versus stalling growth just a year prior.
Having bought the now-shuttered Luxe Collective, Fashionphile is using social media, community building and IRL experiences to expand in the UK.
Encouraged by signs of growth, CEO Joshua Schulman is pledging to “rekindle creative and commercial alchemy” as the luxury brand looks to build.
Kering posted better than expected results as it begins its turnaround under new CEO Luca de Meo.
The French luxury house says it will “pursue the year with confidence” despite volatility in the market.
Remaining confident despite the luxury slowdown, LVMH has “self-help” measures planned spanning creative renewal, innovation and retail upgrades.
Mercedes-Benz ensures people from diverse backgrounds can see themselves in its advertising, not because it’s “trendy”, but because it drives business growth, says its US CMO.
The luxury giant’s CFO says the business is committed to investing in innovation while looking to create efficiencies in marketing, as its sales continue to decline.
Maintaining Mercedes-Benz’s premium price positioning is a crucial part of building the brand for the future, as well as selling cars today, says its US CMO.
Craft, customer, creativity and culture are central to LVMH’s marketing, says global brand officer Mathilde Delhoume-Debreu.
Despite heavy losses, Burberry believes it can become a “high performing luxury brand” by prioritising “sustainable value creation”.
As LVMH posts another sales decline, its CFO says the luxury business will continue to invest in brand so it emerges stronger when demand returns.