December 20, 2019
Luxury brands are being forced to adapt amid changing consumer demands, driven in part by the rising purchasing power of younger generations.
Luxury Daily is recognizing the frontrunners who excelled at innovating in 2019, whether through digitized retail experiences, sustainability initiatives or lifestyle pushes aimed at an audience craving experiences.
Here are the Luxury Daily Award winners by sector for 2019:
Apparel and accessories: Gucci
In 2019, Gucci successfully courted new demographics, including younger consumers. The label's marketing stood out with original concepts that leaned on subcultures and celebrities.
Porsche has adapted to the changing automotive retail environment with a new showroom concept, ecommerce sales and subscription platform. The automaker has also made sustainability strides in 2019 with the launch of its first all-electric vehicle and the debut of a carbon offsetting program.
Food and beverage: Hennessy
Hennessy has creatively marketed its cognac through efforts that aligned with filmmakers, sports stars and entertainment personalities. The spirits maker also spoke to multicultural audiences through programs, partnerships and initiatives.
Fragrance and personal care: SK-II
SK-II proved that skincare marketing need not be staid with a year-long push to educate consumers about its Pitera essence through comedy, music and art. The beauty brand has also been working to digitize the in-store skincare buying experience, allowing shoppers to get personalized suggestions in an independent purchase path.
Home furnishings: Baccarat
In 2019, Baccarat built on its lifestyle positioning by aligning with food and beverage brands. The crystal label partnered with Lady M Cake Boutique on a cross-country food truck tour, launched a limited-edition bourbon bottle with Woodford Reserve and opened a new store concept that includes a coffee and cocktail bar.
Jewelry: Tiffany & Co.
Tiffany reached out to a male audience this year through a new fragrance launch, jewelry collection and dedicated pop-up store. The jeweler also appealed to an audience seeking transparency and authenticity through sourcing information and marketing.
Media/publishing: Condé Nast
Condé Nast extended its brands this year through business-to-business ventures and activations that went beyond the page or Web site. The publisher also invested in new media, including video, reaching followers across more platforms.
Retail: Neiman Marcus Group
Neiman Marcus Group embraced the evolution in retail with an investment in secondhand retailer Fashionphile. The retail group also brought its flagship brand to New York and launched new curated collections based on emerging consumer trends.
Travel and hospitality: Marriott Luxury
Marriott International's luxury brands have worked to speak to the purposeful traveler, whether through sustainability initiatives such as phasing out single-use toiletries or tackling food waste. This year, Marriott has also further diversified with more offerings in home-sharing and branded residence openings.