Stories

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

Social Media Update – Pinterest, Facebook, Twitter & Snapchat

If there’s one area of digital marketing that even we can sometimes struggle to keep up with, it’s developments in social media – hence our series of social media updates to keep you completely up to speed. This week we’ve got news of Pinterest’s investments in the fascinating area of visual search, Facebook making further changes to offset it’s ‘context…

More 15 Jul, 2016

How Do Luxury Brands Contemporise in Order to Stay Relevant?

Luxury tastes are changing, and fast. Exclusivity, once the No.1 desired feature of a luxury product, has been relegated to No.3, leapfrogged by ‘Quality’ and ‘Experience’ according to Albatross Global Solutions and Numberly’s recent ‘The Journey of a Luxury Consumer’ report. Younger, millennials – who are inheriting the mantle of primary consumers of luxury from their baby boomer parents –…

More 15 Jul, 2016

Artificial Intelligence – the Travel Industry’s Next Great Revolution

On 15th March, something significant happened. A computer, AlphaGo, completed a 4-1 victory over, Lee Sedol, a Grandmaster in the ancient Chinese game of Go. Of course, computers have been beating grandmasters for years – it’s almost 20 years since IBM supercomputer Deep Blue narrowly beat then World Chess Champion Gary Kasparov. But this was different. Go is a much…

More 30 Jun, 2016

Why Context is So Important in Online Video Advertising

Premium and luxury brands love video – it’s the best way that digital media can offer to engage their potential clients in their story and to showcase the superior quality of their wares. So any research in the field of video advertising is sure to pique our interest. The latest study is from Teads – the world’s premier video advertising…

More 28 Jun, 2016

Something Exciting is Happening in the Fragrance Industry

When creative ingenuity meets consumer curiosity something beautiful happens. A renaissance of sorts, a sense of happenstance that is actually a labour of love to create products that take us somewhere previously unmapped. The fragrance industry is lucky. Aside from the fact that the olfactory sense itself conjures such powerful emotions and memories, the consumer is more engaged and more…

More 28 Jun, 2016

Facebook’s Bright Future Obscured by Dark Clouds

In a tougher than expected year for US tech companies, Facebook continues to be the investment community’s darling. So what could go wrong? Their latest results – sales up 52% year on year to $5.38 billion and profits up 200% to $1.51 billion – shattered all analysts expectations. And it’s not hard to see why they’re doing so well. Remarkable…

More 03 Jun, 2016

Four Fascinating Facts About Fashion eCommerce

With the stuttering arrival of summer and the uncertainty over Brexit, fashion sales have been floundering. The high street has suffered the most while online sales have continued to climb, year on year. Getting to grips with ecommerce has never been more important for fashion brands – whatever segment of the market they’re targeting – and a new Affiliate Window…

More 03 Jun, 2016

The Case for Influencer Marketing Grows Stronger

While the theoretical argument for influencer marketing has always been strong, where’s the proof? We assume people trust recommendations from real people significantly more than they trust advertising and promotion from brands. But marketers are being driven to be ever more pragmatic beasts, and theoretical is no good without some hard proof of return on investment. Well two studies in the…

More 19 May, 2016

Facebook Canvas – Will It Lure More Luxury Spend to Mobile?

If you compare the time spent on mobile devices with the proportion of luxury brand budgets spent on the channel, mobile advertising is clearly an area of chronic under-investment. However, it’s not difficult to see why – there’s simply a lack of premium formats which luxury marketers feel are suitable for showcasing their products. But Facebook Canvas may be able to change all that….

More 28 Apr, 2016

The 5 Keys to Unlocking the UK Lingerie Market

Competition in the UK lingerie market is hotting up. Partly because the market is getting crowded; the arrival of US lingerie juggernaut Victoria’s Secret in 2012, hot on the heels of the launch of Theo Paphitis’ Boux Avenue, certainly turned up the competition dial. But it’s not just the specialists – fashion brands like Topshop and Forever 21 are getting in…

More 28 Apr, 2016
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