Marketing
17 articles
Accessible luxury is killing brand prestige, but some brands are fighting back.
Last year, entry-level luxury items like perfumes and small leather goods accounted for 60% of sales for some of the world's most iconic luxury houses, according to Bain & Company, as reported by Bloo
What are the elements of luxury brand legacy and prestige?
The pursuit of increased sales volume, a common measure of business success, paradoxically poses the greatest threat to a luxury brand's very legitimacy and elevated status.
Ovulation boosts women's desire for visible luxury brands
In a recent study, 70 female university students near ovulation drew luxury brand logos significantly larger compared to their low-fertility phase, according to Medical Xpress .
Luxury collaborations: An illusion of accessibility
People queued for days, stores worldwide closing due to the frenzy over the Royal Pop watch collection.
Menstrual cycle influences luxury item buying habits
Women near ovulation were more likely to choose a $100 gift certificate from a luxury brand over a nonluxury brand, according to Eurekalert .
Luxury Watch Campaigns: Enduring Impact on the Market
Patek Philippe's 'Generations' campaign, launched in 1996, still influences 40% of high-net-worth individuals for their first Patek purchase, according to a Wealth-X Survey 2022 .
What Is a Heritage Brand and How Do They Innovate in 2026?
At Watches and Wonders 2026, TAG Heuer unveiled a new line-up that proved its most iconic watch can still dramatically evolve, showcasing a brand's ability to innovate while honoring its past.
Luxury Fashion's Male Body Ideals Are Outdated. Here's Why.
In a recent high-profile campaign for a leading luxury brand, every male model featured a 30-inch waist and visible abdominal muscles.
Luxury brands' sustainability claims face scrutiny
Despite significant investments in ethical sourcing and artisanal production, embedded sustainability efforts by a luxury brand can elicit significantly lower consumer attitudes compared to a mass-mar
Celebrity Choices Influence Tiffany & Co.'s Brand Narrative
At the 2026 Cannes Lions International Festival of Creativity, Tiffany & Co.
What is Brand Storytelling and Why Does it Matter for Luxury Brands?
To capture Gen Z's attention, luxury brands find simple opulence insufficient; they must craft narratives so unusual and exciting they stop a scroll.
How Luxury Brands Use Heritage and Storytelling for Prestige
Despite blind tests often failing to reveal sonic superiority, instruments played by famous musicians over centuries command immense perceived value due to their rich legacy.
Top Influential Fashion and Beauty Companies in 2026
By 2026, a beauty brand established just five years prior is projected to outrank a century-old luxury conglomerate in cultural impact and consumer loyalty, despite generating only a fraction of its r
Luxury's New Currency: Exclusivity Is No Longer Enough
In an era where aesthetics can be replicated with startling speed, the very meaning of luxury is being re-evaluated. True value is now found not simply in what is rare, but in what is resonant, personal, and authentic.
Beyond the Velvet Rope: Why True Luxury Must Now Sell Experiences, Not Just Exclusivity
The evolving definition of luxury requires premium brands to connect with new generations not by diluting their heritage, but by expanding it through immersive experiences and value-driven communities. This is a fundamental shift in the very architecture of desire.
The Democratization Dilemma: Why True Luxury Must Reclaim Its Exclusivity
The relentless pursuit of growth through mass collaborations is creating a democratization dilemma for luxury brands. The most astute houses are finding a third way.
Gucci's AI Gamble Proves Luxury Cannot Automate Its Soul
Gucci's recent AI-generated campaign sparks a crucial debate: can luxury fashion automate its soul? This article delves into the ethical implications and explores how AI can truly enhance the luxury experience without diluting its core.