The Drum Awards Festival - Extended Deadline

-d -h -min -sec

Media Measurement Luxury Brands

A fresh look for the personal luxury industry

Analytic Partners

|

Open Mic article

This content is produced by a publishing partner of Open Mic.

Open Mic is the self-publishing platform for the marketing industry, allowing members to publish news, opinion and insights on thedrum.com.

Find out more

August 18, 2021 | 3 min read

When faced with unprecedented challenges, we often see innovation as a result

The same held true for the luxury retail sector over the past 18 months.

In our latest report, Recovering from Covid-19: A Fresh Look for the Personal Luxury Industry, we have compiled insights into the personal luxury goods industry with a focus on China, as well as global consumer trends, market dynamics and related case studies from our ROI Genome.

As part of this report, we are also highlighting the 5 key steps that will give luxury brands – and those beyond the luxury sector as well – the chance to preserve their resilience, stay ahead of the curve and be prepared for any unknown in the future. Read on for a sneak peak of the key steps and insights:

1. Seize geographical opportunities: Globalization, China and beyond

From a consumer standpoint, Chinese clients will become the most important buyers for luxury, representing over 45% of global purchases in 2020 (vs. 35% in 2019). Brands that are looking to expand or invest further into China should be aware of the market dynamics and act accordingly.

2. Shifting from product to customer-centricity

Generation Y (born between 1980 and 1995) and Generation Z (born after 1995) will be the biggest buyers of luxury by 2025, representing over 2/3 of global purchases. In parallel, the rise of influencer marketing not only provides an engaging story for young and high-net-worth consumers, but also leverages their significant online following base to drive reach.

3. Take an omnichannel view

In addition to selling merchandise, digital channels have joined TV and OOH as essential inspiration touchpoints in the early phase of the consumer journey. Ultimately, it is the way in which both online and offline channels work with one another that creates the greatest positive impact. In fact, re­search from the Analytic Partners ROI Genome demonstrates that a combined increase of both digital and brick & mortar presence can lead to up to 32% higher returns.

4. Become the brand of the future

Consumer journeys are becoming longer and more complex, so brands need to be active with more touchpoints, focus on giving back, and generate emotions through marketing activities. However, even the most authentic message can be lost in the noise without an effective deploy­ment strategy. Our ROI Genome shows that serving ads in the right context can support business growth and ROI improvements on average of +31%.

5. Accelerate technological transformation

Luxury brands have been slow to embrace digital but given the shift to online shopping and the fast emergence of new digital-first luxury brands, they need to quickly catch up. From an operational standpoint, companies should adopt advanced analytics to generate competitive advantage and value creation to boost performance. Establishing a robust, holistic and credible analytic framework, such as Commercial Mix Analytics, is important to help optimize marketing investments.

The Future is Data-driven

The key imperatives of tomorrow’s successful luxury players, and indeed brands across industries, centers around data-driven strate­gies backed by holistic measurement solutions. Having a clear picture of how every aspect of the business works together is critical not only for long-term success, but also for balancing quick wins with sustained growth in the short-term.

Media Measurement Luxury Brands

Trending

Industry insights

View all
Add your own content +