Stories

ABC results January-June 2017: The Dead Canary

The ABC results for January to June 2017 have been released, signalling the next 6 months of trading viability for titles. Circulation, whether it be print or digital, is always the bellwether of brand health.  It also offers insight into changing consumer behaviours and succinctly illustrates the new ways through which audiences seek information and inspiration. Total Combined Circulation (average…

More 29 Aug, 2017

How Voice will reshape Luxury Consumer Behaviour

The imminent voice revolution is going to dramatically change how people search for information. What behaviours should luxury brands be trying to inspire their affluent consumers to take using voice? Voice is the new interface into the world. From Amazon Echos to Apple Homepods and the Essential Home, there’s no question as to whether voice is applicable to the luxury…

More 09 Aug, 2017

Luxury Lessons for the Mainstream: How to Revitalise the Point of Purchase

The consumer journey for luxury brands is a precious alchemy; a slower, more considered layer of interactions than its fast-moving mass-market counterparts. If mainstream brands are to eke out optimum purchase, they should learn from luxury brands who are mastering brand-consumer interactions. First, they must identify the guiding principles underpinning those interactions, and we believe a starting point can be…

More 08 Aug, 2017

The End of Lying: the New Transparency in Luxury & Politics

There has been a fundamental change in the role of the consumer. Mass digitisation and the democratisation of all information have irreversibly changed the way individuals interact with the world around them. Modern consumers are now empowered to discover their own tastes, opinions and preferences; rather than being hugely impressionable to the powers of everything from well worded political manifestos…

More 06 Jun, 2017

Is the New Middle-Eastern Shopper Sending Luxury Down the Silk Road?

According to Luxia, the Global Hotel Media platform, this summer will see a rise in Middle Eastern guests, who armed with a favourable ‘Brexit’ exchange rate and sophisticated tastes could give luxury brands the lion-share of overseas shoppers’ attention. With a worrying number of British retailers set to move into administration this summer; Jaeger and Agent Provocateur being just two, luxury brands…

More 06 Jun, 2017

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
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