Stories

The Video Opportunity for Luxury Brands

Luxury brands have long been plagued by the inability to truly master video – views and shares are low in comparison to more mainstream counterparts, and achieving widespread resonance has proved elusive. This is a reflection of the market – affluent and high net worth audiences are time poor, low in numbers, and security conscious. The opportunity for luxury brands…

More 22 Mar, 2017

The End of the Guilty Purchase: Luxury Brands & Environmental Responsibility

Luxury purchases were once status-symbols above all else. For decades the luxury world seemed to be one of superyachts, diamond-encrusted watches, “it” bags and big brand logos. As news of hellish sweatshop conditions, devastating pollution, animal cruelty and blood diamonds became more and more prevalent, luxury purchases became intrinsically linked with guilt. Over recent years, flaunting heavily-branded luxury goods has…

More 02 Mar, 2017

June to December 2016 Magazine ABCs: The Highlights

The ABC results have been published for the period July – December 2016, and have thrown up some interesting insights which allow us to gauge the magazine market and wider context for readers’ behaviours and trends. Immediately below is a ‘speed-read’ summary of overall trends, with a more detailed breakdown by sector following this: Continuing the trend of current years…

More 02 Mar, 2017

Cream Breakfast: The Changing Language of Luxury in 2017

On Wednesday 1st February 2017 Cream held its second round table forum amongst The Gallery of Reprobates at The Beaumont, Mayfair, discussing some of the most prevalent tensions facing luxury brands in their marketing communications. This group of steadfast and experienced luxury experts from both traditional and digital spaces came together in a convivial fashion to push the category further; and…

More 23 Feb, 2017

Charlotte Parks-Taylor named as Luxury Daily Woman to Watch 2017

Charlotte Parks-Taylor, Client Director at Cream, has been named as a Luxury Daily Woman to Watch 2017.   Luxury Daily’s Luxury Women to Watch 2017 is a prestigious global list which honours smart women who are set to make a difference in the luxury business, particularly in marketing, retail, media and digital in 2017.   As with their predecessors in…

More 31 Jan, 2017

Our Luxury Marketing Predictions for 2017

We haven’t yet shared our predictions for 2017 and, as January is about to come to an end, we thought it was about time we did. As we wanted our advice to be as sage as possible, we’ve turned to our leadership team – Graham, our CEO; Neil, our MD; Karen, our Director of Client Operations; and Wayne, our Strategy…

More 30 Jan, 2017

What Can Christmas Trading Tell Us About Changing Shopping Habits?

So the dust has settled on another Christmas trading season and no doubt you’re still knee deep analysing your own brand’s performance over this vital trading period. But what about the bigger retail picture?  What were the overall trends evidenced at the back end of 2016 and what can these tell us about what’s in store for 2017? We’ve been…

More 26 Jan, 2017

Four Tips to Sharpen Up Your Influencer Strategy

If you’re like most marketers, you’ve already had at least a dabble in the world of influencer marketing and you’re planning to dedicate more budget to it in the coming year.  If that’s the case, you’ll find the latest research by influencer discovery platform Bloglovin’ an interesting read. That’s because Bloglovin’ have recently surveyed over 20,000 digitally savvy women on…

More 26 Jan, 2017

How Brands Can Acquire More New Customers for Less

There’s little doubt as to what’s written atop most marketers to do lists for 2017: customer acquisition. How can we be so sure? Just take a glance at any CMO survey of the past 12 months. For example, an April 2016 report from The Economist Intelligence Unit found that 45% of marketing executives worldwide said customer acquisition was a strategic…

More 20 Dec, 2016

Influencer Marketing: the Cream Blogger Network

It’s hardly surprising that influencer marketing is growing in popularity. A recommendation from a trusted source is the most powerful marketing tool. And an influencer can deliver trusted recommendations to thousands of followers in a matter of seconds. But there are problems in this fast growing field that need to be addressed. The first is that ‘super bloggers’ – those…

More 19 Dec, 2016

Are watches a barometer of the post-Brexit luxury market?  

A sliding sterling has been at the forefront of the news since Britain voted to leave the European Union since the referendum on the June 23. The financial panic that followed the vote saw an estimated $2 trillion wiped off the markets within 24 hours. Marmite and Birdseye fish fingers have hiked their prices by 12%. But, for luxury watch…

More 12 Dec, 2016

Re-establishing Identity: The ‘Real’ Swiss Watch

The Swiss watch industry is no longer the Swiss watch industry. Or so says veteran watch industry reporter and author Michael Clerizo. Clerizo paints a picture of an industry ruled by corporations – imposters and frauds to the proud history of this national craft, crowding out authentic rivals with their unfettered budgets. For Clerizo, the Swiss watch industry reflects the…

More 29 Nov, 2016

The Key Influence on Fashion Purchases that Marketers May Be Overlooking

What is the biggest influence on fashion purchases? TV? Direct mail? Magazines? Maybe even social media? No, none of those. According to bespoke research company Populus, it’s online reviews. In their study – the result of online interviews with 2,013 GB adults – 59% of fashion shoppers said online reviews influenced their purchase decision. That compared to 43% who said they…

More 29 Nov, 2016
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