Columns

Luxury brands that entered India are still not marketing themselves correctly, considering the potential of the market. These brands follow an approach of creating a niche that has been their go-to strategy in Western markets.

The billions already wasted in annual ad fraud will look like peanuts compared to what the World Federation of Advertisers forecasts for 2025: $50 billion in annual ad fraud, translating to some $137 million in fraudulent activity each day.

The outsider status of women is particularly troubling in women’s fashion. Women make up half of the population, spend three times more on clothing than men and, at least, in the women’s fashion segment, account for virtually 100 percent of customers.

While runway shows still hold a large, important place in the world of fashion, we are living in a time where it is not the only way for a fashion brand to make a splash.

While everyday and premium brands may be hardest hit by the “Amazon effect,” luxury brands are looking for new ways to shape the in-store shopping experience and make their stores profitable, faster.

Financing buying habits, especially with the millennials, is becoming a key issue for both bricks-and-mortar retail and ecommerce.

The millennial High-Earners-Not-Rich-Yet (HENRY) consumers are the next-generation customers that every luxury brand manager, marketer and retail executive needs to know and know well. Here is an excerpt from the latest treatise on them: Pamela N. Danziger’s new book, “Meet the HENRYs: The Millennials that Matter Most for Luxury Brands.”

With millennials as the core luxury demographic that most strongly associates with sustainability, luxury brands are stepping up their efforts in that area. India is the next geographic frontier.

Trademarks generally only confer rights within a particular market for particular goods or services. But what happens when someone uses the same mark in a totally different and unrelated field?

The convolution of the modern retail sales process along with the ever-changing business environment scenario makes it essential for luxury brands to empower and enrich their sales associates.

To gain a competitive edge, retailers need to use data to better understand their direct competition and create compelling mobile experiences that deliver higher conversion rates, larger basket sizes, more frequent purchases and better customer retention.

With many more shoppers beginning their customer journeys online and on mobile, luxury retail decisions informed by rich, timely digital key performance indicators (KPIs) will prove vital for success.

While trade dress can be a powerful form of legal protection, it has rigorous legal requirements, and a marketer seeking such protection needs to exploit a smart strategy to gain and maintain such protection.

Marketers are misunderstanding what computer-generated imagery (CGI) social media users stand for and why they are here to stay.

First and foremost is the ability of the brand and the people representing the brand to tell a unique brand story.

Despite claims of a retailpocalypse, the vast majority of shopping still occurs in stores.

While 2018 saw several luxury conglomerates consolidating their empires through brand acquisitions, others such as Yoox Net-A-Porter looked to strategic partnerships.

It is not just about content creation. Using data is just as important in boosting your content marketing strategies.

Eleven trends worth monitoring as luxury marketers try to make headway in the world’s largest democracy.

The result could be short-term sales losses in the hundreds of millions of dollars for luxury brands.

To help you navigate the Consumer Electronics Show’s 2.7 million square feet of exhibits, here are eight trends to look for in Las Vegas and throughout 2019.