Hugo Boss appoints ex-Ikea CMO to lead global marketing
Amrit VirdiFormer Netflix and Ikea Retail marketing lead James Foster has been appointed to develop the fashion brand’s “customer-centric” approach.
Burberry blames ‘inconsistent brand execution’ for sales decline
Hannah RashbassThe heritage luxury brand says it is heading back to its “original purpose and values” to regain market share.
Gucci commits to making marketing ‘more efficient’ after sales slip 25%
Hannah RashbassWith an ex-marketer set to take the reins as CEO, Gucci continues to shake up its communications team and strategy amid weak Q3 sales.
LVMH ‘not giving up’ on brand investment despite weak sales
Hannah RashbassThe luxury goods giant has committed to brand investment despite experiencing its first quarterly revenue decline since the pandemic.
‘Sustainability only matters at scale’: One B2B materials CMO on expanding into luxury
Hannah RashbassAs fashion houses come under increasing scrutiny for their environmental policies, Gen Phoenix saw an opportunity to grow into a new market and re-define its proposition, leading it to work with brands including Coach and Dr Martens.
Burberry appoints new CMO to ‘strengthen’ brand amid sales slump
Hannah RashbassEx-Gucci CMO Jonathan Kiman will lead Burberry’s global marketing team as the brand attempts to turn around plunging sales.
Lanvin to ’emphasise’ marketing impact amid luxury market downturn
Hannah RashbassThe global fashion group plans to invest in marketing as luxury market downturn contributes to 20% revenue slip.
Karl Lagerfeld’s personal legacy isn’t matched by his brand
Mark RitsonKarl Lagerfeld is an oddly low-rent brand that belies the designer’s influence, perhaps because he earned his reputation in service of much bigger brands.
‘High-tech, high-touch’: Aston Martin on transforming digital to create personalised experiences
Josh StephensonAston Martin has been overhauling its digital offer to create “almost one-to-one” experiences for potential customers.
Luxury brand Montblanc on returning to its ‘core’ to drive future growth
Josh StephensonThe Richemont-owned luxury lifestyle brand’s CMO is looking to bring its iconic pens and a joy of writing to everything that the brand is looking to achieve across its portfolio.
Economic uncertainty gives challengers a ‘rare opportunity’ to ‘break in’ to categories, research finds
Chris SutcliffeSpeaking at EffWorks, Magic Numbers and VCCP presented the case for challenger brands to be aggressive while consumers tighten their pursestrings.
Pernod Ricard looks to effectiveness drive to outperform bigger spending rivals
Chris SutcliffeThe drinks company is looking to get even smarter with the investment choices it makes with increasing use of analytics tools that will allow it to improve performance across its portfolio, and not just on the flagship Jameson and Absolut brands.
‘Luxury will be redefined’: High-end brands on tackling their packaging problem
Matthew ValentineLuxury brands have always used packaging as an effective way to showcase their quality to the consumer, but with stricter regulations from the EU on the way this is all set to change.
Tag Heuer’s CMO on why authenticity has become luxury’s ‘new currency’
Josh StephensonThe luxury watch brand has enlisted Hollywood actor Ryan Gosling to star in a short film as it celebrates the 60th anniversary of it most famous watch, the Carrera.
LVMH reports record profits following boost to marketing spend
Michaela JeffersonViewed by analysts as a bellwether for the luxury market, LVMH’s earnings for 2022 suggest the most affluent consumers are willing to continue spending through inflation.