Stories

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

Cream Breakfast: How Can We Integrate Authentic Stories & Influence into the Marketing Mix?

On Wednesday 9th November 2016 Cream held its inaugural breakfast seminar at the Zetter Townhouse Clerkenwell, looking at influence and authenticity with some of the best brains across the industry. The idea for the breakfast was born from the insight that 85% of marketing and communication professionals worldwide expect to launch at least one campaign involving an influencer in the…

More 28 Nov, 2016

Cream MD Makes Young Guns Shortlist for 2016

Cream’s Managing Director Neil Cunningham has made the shortlist for the Young Guns 2016 awards – the annual awards and index which shines a light on the UK’s best and brightest young entrepreneurs aged 35 and under. Selected by Growing Business and an esteemed judging panel, the Young Guns Class of 2016 features 50 business owners behind 30 inspiring companies in…

More 14 Sep, 2016

Women’s Magazine ABCs January to June 2016: Analysis

Across the whole women’s fashion and lifestyle sector there was a year on year decline of just 0.5% for the 6 months January – June 2016, which is notably more muted than in recent years and represents a less significant decline than the men’s sector at 1.1%. The luxury monthlies still remain the most consistent, with Vogue, Harpers, Tatler and…

More 22 Aug, 2016

Men’s Magazine ABCs January – June 2016: Analysis

The men’s sector, like the women’s, continues to see a steady decline overall: it’s suffered an overall YoY fall of 1.1% – steeper than the 0.5% seen across women’s titles – although PoP decline was 2.7% compared to the women’s sector’s significant 4.6%. Distribution tactics are increasingly geared towards reaching affluent readers. Esquire, for example, created a new mailing list…

More 22 Aug, 2016

Home Interest Magazine ABCs January to June 2016: Analysis

It is interesting to see that the results for this period are much more positive than the previous ABC results. Most of the Home Interest sector have seen a marginal increase in circulation YOY from Jan-Jun ’16, with only 5 titles suffering a YOY decrease. Overall, we are seeing (with a few exceptions) that print products in this sector remain…

More 22 Aug, 2016

Travel Magazine ABCs January to June 2016: Analysis

The travel industry is incredibly susceptible to slight changes in the geo-political landscape. The first part of 2016 has had a massive impact on the industry. With acts of terror effecting both popular European and long haul destinations, travellers are increasingly cautious about where they travel. This volatility is coupled with the uncertainty proved by June’s EU referendum. Fears regarding…

More 22 Aug, 2016

News Magazine ABCs January to June 2016: Analysis

To say that a year is more filled with news than another is arbitrary. However, the first half of 2016 has seen seismic changes in both the domestic and international political and social landscape. The continuing migrant crisis, seemingly escalating acts of terror and the volatile – and often farcical – US presidential race have produced uncertainty and trepidation that…

More 22 Aug, 2016

January to June 2016 Magazine ABCs: The Highlights

Here, hot off the press, are the latest magazine ABCs for the first half of this year. We’ll be analysing the trends in a little more depth over the next couple of weeks but here are the key takeaways. A couple of quick notes – YoY (Year on Year) is the comparison between Jan to Jun 2016 and Jan to…

More 12 Aug, 2016

Why Pinterest is a Platform Luxury Marketers Can’t Ignore

Back in November last year, I wrote that Pinterest was becoming a difficult platform for luxury marketers to ignore. Well, developments in the last few months have re-affirmed that belief. Pinterest has always had huge commercial potential for luxury brands. For consumers, it’s a massive searchable database of inspiration – and inspiration curated by humans rather than by bots. For…

More 12 Aug, 2016

Environment vs. Audience – an Enlightening Study from comScore

‘Environment’ has always been important for luxury marketers. I’m not talking about saving the planet here – although clearly that’s important too – but the ‘contextual environment’ relating to precisely where an ad is placed i.e. the website, magazine or newspaper that ad is placed in. However with the rise of programmatic, environment has slipped down the luxury marketer’s agenda…

More 12 Aug, 2016

What Impact Will Brexit Have on the UK’s Luxury Brands?

If you were looking for a metaphor for the immediate impact of Brexit, a tornado would seem most apt. Consumer confidence? Sucked in, chewed up, spat out. YouGov/Cebr claim it has experienced its biggest fall in 21 years post referendum. The pound? Propelled into a rapid downward spiral and now plumbing depths not seen since the mid-1980s. The business reaction?…

More 15 Jul, 2016
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