Mercedes-Benz ensures people from diverse backgrounds can see themselves in its advertising, not because it’s “trendy”, but because it drives business growth, says its US CMO.
The luxury giant’s CFO says the business is committed to investing in innovation while looking to create efficiencies in marketing, as its sales continue to decline.
Maintaining Mercedes-Benz’s premium price positioning is a crucial part of building the brand for the future, as well as selling cars today, says its US CMO.
Craft, customer, creativity and culture are central to LVMH’s marketing, says global brand officer Mathilde Delhoume-Debreu.
Despite heavy losses, Burberry believes it can become a “high performing luxury brand” by prioritising “sustainable value creation”.
As LVMH posts another sales decline, its CFO says the luxury business will continue to invest in brand so it emerges stronger when demand returns.
As it celebrates its 165th birthday, Tag Heuer is overhauling its marketing to focus on brand over specific models to provide clarity about what the LVMH-owned watch brand represents.
Former Netflix and Ikea Retail marketing lead James Foster has been appointed to develop the fashion brand’s “customer-centric” approach.
The heritage luxury brand says it is heading back to its “original purpose and values” to regain market share.
With an ex-marketer set to take the reins as CEO, Gucci continues to shake up its communications team and strategy amid weak Q3 sales.
The luxury goods giant has committed to brand investment despite experiencing its first quarterly revenue decline since the pandemic.
As fashion houses come under increasing scrutiny for their environmental policies, Gen Phoenix saw an opportunity to grow into a new market and re-define its proposition, leading it to work with brands including Coach and Dr Martens.
Ex-Gucci CMO Jonathan Kiman will lead Burberry’s global marketing team as the brand attempts to turn around plunging sales.
The global fashion group plans to invest in marketing as luxury market downturn contributes to 20% revenue slip.
Karl Lagerfeld is an oddly low-rent brand that belies the designer’s influence, perhaps because he earned his reputation in service of much bigger brands.