An innovative approach to product and retail strategy is what makes the luxury sector a leader that others look to for inspiration.
This was highlighted last week when Burberry, its principal cheerleader – particularly when it comes to digital innovation – announced the British brand would become the first to shoot and publish its advertising campaign live through social media platform Snapchat.
Shot by Mario Testino and under the direction of chief creative and chief executive officer Christopher Bailey, the brand’s spring 16 Functionregalia campaign and shoot were available to view for 24 hours before disappearing. This not only generated the buzz we have come to expect from the brand, it threw down the gauntlet to the wider fashion market to make everyone raise their game.
With so many eyes upon its movements, today we bring you our annual Luxury Report, in association with Gpstudio, to explore developments within the sector. Download this report for free to read features on:
- New markets: Mexico, Turkey and Nigeria are key destinations for luxury expansion. We give you an insight into what is happening in these countries.
- China’s slowdown: Widely reported, but is the situation really that bad? We get an expert opinion on luxury in the country.
- The luxury store: What should the luxury store look and feel like today? And how does it need to evolve in the face of online competition?
- Delivering it digitally: With no exclusive shopping streets, luxury retailers and brands have to find other ways of creating an immersive experience online. But how are they doing it?
- Luxury debate: Drapers’ Luxury Roundtable was attended by brands such as Burberry and online retailers such as Net-A-Porter, who shared their views on the market.
To download this report click here. It is free; all you need to do is register.
We hope you enjoy this report and, as ever, please send any feedback to me at firstname.lastname@example.org