luxury
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Jaguar's contentious rebrand finally gets its car moment, but questions remain
After much heated debate over its 'carless' rebrand and accusations of 'woke' marketing, Jaguar unveils its Type 00 concept car in Miami. But with prices set to surge and a pivot to art-world luxury, some critics are still saying the British marque has gone too far in its reinvention.
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How Douyin solved the challenge of luxury transition in China, by expanding the depth and width of the market
Using solutions that leverage innovative digital technology, measurement, and a deep understanding of its userbase, Douyin has successfully addressed many challenges faced by the luxury category, making it a vital part of the marketing mix.
The Hermès game: Carefully-guarded craftsmanship or scarcity-driven marketing gimmick?
SOUNDING BOARD: With a market valuation of over US$218 billion in 2023, Hermès has managed to rise above the tidal wave of uncertainty sweeping across luxury brands. So, what's their secret to success? Industry experts weigh in.
Maotai halts its collaborations: A lesson in retaining a luxury brand identity
Whilst brand collaborations can be a rewarding practice for generating digital sensation, as Chinese liquor giant Maotai has found out, they don't come without precautions and the possibility of short-lived consumer enthusiasm.
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How can Douyin generate a new growth curve for the luxury industry?
For luxury brands, it’s no longer a question of whether to market themselves on Douyin, but rather how to do so.
Amplify hires global head of luxury
Johanna Worth will report to Lee Avery, Amplify’s global chief operating officer.
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