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Luxury brands should tailor marketing techniques around the world: BCG

December 16, 2020

Vestiaire Collective's Vintage Mania campaign that recognizes the vintage fashion trend among millennial and Gen Z consumers. Image courtesy of Vestiaire Collective Consumers' views vary widely from one country to the next. Image courtesy of Vestiaire Collective

 

By Ellen Kelleher

Brands must deliver country-specific approaches to meet shifting demand for luxury goods around the world, as the attitudes of consumers are still localized and vary significantly between East and West.

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  1. Estée Lauder empowers Black women to discuss inclusive beauty
  2. Lexus is ‘all in’ with its newest sports sedan
  3. Gucci illustrates new makeup looks in beauty campaign
  4. Brand elevation: Why and how prestige brands have to be built differently in the Digital Age
  5. Why luxury lingerie is pandemic-proof
  6. Christian Louboutin being awarded for contributions to fashion artistry
  7. Bleu de Chanel dives deep with new campaign
  8. Louis XIII revamps online offerings to better engage tastemakers
  9. Affluents in China, US, UK and France shift to sustainability in intention to purchase: study
  10. Why conscientious consumption will (eventually) drive sales in China
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