VR’s game changing immersion for luxury brands is emotional, it's visceral and not only a “bridge to transaction” as banners and flat video are, but a way to generate demand and motivate your core enthusiasts.
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The bad news for luxury brands: those who don’t master sustainability will be disrupted and won’t survive. Sustainability lip service is not good enough anymore.
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With millennials and Gen Z becoming more and more important, luxury, premium and lifestyle brands that stand still and stay in the "long-term" won't survive.
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Only few brands realize their full growth potential. These five reasons will showcase why every brand should conduct brand diagnostics workshops in order to accelerate revenue and profit growth.
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These five Asian luxury trends are crucial for luxury brands to address in order to resonate with Asian consumers all around the world.
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How can you ensure that your brand has a relevant competitive advantage and becomes more premium over time? For the success of your brand we set up a unique collaboration of the world's best experts in branding, premium and luxury. Learn how they combine EQ and IQ to elevate your brand.
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How do you ensure that your teams are not only reacting to competition but stay ahead and show intellectual leadership? How do you make sure that they have the mindset of elevating your brand? How do you inspire your team to grow beyond the comfort zone?
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ÉQUITÉ announces two new service focus areas that are crucial for luxury and premium brands: Trend Management and Sustainability Management. Master the challenges with an ÉQUITÉ Trend Workshop or an ÉQUITÉ Sustainability Workshop.
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Interview with Dr. Daniel Langer, CEO of ÉQUITÉ. WWD asked Langer to elaborate why luxury is the place to be, especially with Millennials.
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Luxury is disrupted and companies need to become more agile if they want to survive in the new reality. We identified 5 trends that will be critical for companies to master if they want to survive the tectonic shifts that impact the luxury industry.
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A Limited edition is a unique opportunity for revenue and profit growth and to increase the value of brands. Observing the America's Cup offers great examples to isolate four critical success factors to develop, create and manage limited editions.
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Limited Editions are a tremendous opportunity for brands to create highly exclusive pieces, add excitement and desire. And this can translate to the bottom line with direct profit impact. We take a closer look at Porsche's new 911 Turbo S Exclusive Series with learnings for every luxury brand.
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The reality of many luxury and premium brands is sad: They have been well positioned in the past but entered into the trap of lowering prices, engaging into entry level offers, and gambled with their equity. A systematic strategy and rigorous action plans are needed to turn them around.
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It sounds obvious, but celebrities are brands too. Consequently, whether they are perceived as relevant, premium, even luxury, depends on how well their brand is managed. Brand equity management and a sharp positioning is indispensable especially for celebrities.
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Brands need a clear foundation. An extremely sharp equity definition. Without, their positioning is not clear enough. And as a result, they lack relevance and have limited potential for premiumization. When was the last time you asked the question: "Why should someone buy my brand, really"?
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How to price a luxury right? The dilemma is that too much means that potentially no one (or not enough people) will buy. And a too low price means not enough profit and may endanger the perception of luxury. Classic pricing methods don't work well for luxuries. Expertise and tools are needed.
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Corporate brands need brand equity, too. In fact, typically equity building for corporate brands is much more challenging than for product or service brands. Benefits of a sharply positioned corporate brand can include a higher company valuation by investors and shareholders, ability to attract and retain better talent and a higher appeal to consumers.
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