luxury marketing
Why Hermès’ Ghibli-inspired summer campaign misfired in China
"Playfulness is a great entry point, but it must never cheapen a luxury brand," says Gordan Domlija, a lesson Hermès’ Ghibli-inspired shorts learned the hard way in China.
Together Group adds experiential tech shops to global offering
The acquisition deals will help the global group 'deliver transformative customer experiences across all key luxury segments'.
Coach appoints Mother to creative account and unveils NYC style-inspired campaign
The latest campaign features actors Elle Fanning and Nazha, model and songwriter Koki, and rapper Youngji Lee, all of whom are global ambassadors for Coach.
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Moncler experience examines 'genius' with collections by Donald Glover and Willow Smith
The digital experience was created by RGA UK.
Bling bling: Exploring the landscape of luxury in India
From the boom of the middle class to the 'if I want it, I'll get it' attitude of Gen Z in the nation, the meaning of luxury in India is evolving rapidly and brands need to catch up. Quantum's Himani Pundir explores.
Will 2024 in China be much the same as 2023?
Where companies could once rely on China to be the "engine room for growth" when it comes to regional revenues, recent economic pressures and consumer spend data are now indicating otherwise. Ian Whittaker opines.
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