American Marketer
Marketing
Marketing psychology: 5 principles of human behavior

Successful marketers know that the key difference between strong and weak marketing lies in understanding how consumers behave and why they behave in certain ways.

Retail
All eyes on China for luxury’s recovery, but no guarantees of future success

Since the 2008-09 recession, China has effectively become the tail that wags the dog of the global luxury market.

Marketing
Why normality should never be an aspiration

There are two groups of people right now. The first group yearns for things to go back to normal. The second group – and the McKinsey consultants – prepares for the new normal.

Marketing
10 steps for brands to journey from privileged access to advanced personalization

After a long, competitive decade, luxury goods and services brands, and their agencies and consultants have finally mastered the rules of the digital marketing game – just in time for the game to change.

Retail
4 trends in luxury accelerated by the pandemic

Italy is home to the largest number of luxury brands in the world, while China is the industry’s biggest consumer – making up a third of global spend on luxury goods in 2018.

Marketing
After COVID-19, changes in customer behavior are a certainty

New behavior becomes permanent the longer it is in place. And in this case, one of the primary human emotions, fear, propels and engrains the behavior changes.

Marketing
After COVID-19, changes in customer behavior are a certainty

New behavior becomes permanent the longer it is in place. And in this case, one of the primary human emotions, fear, propels and engrains the behavior changes.

Retail
Evolution of the virtual e-vent in fashion and retail

Rather than simply recreating an event for an online audience, with a little thinking outside the box, they can be restructured entirely, ensuring consumers remain engaged and brands relevant.

Retail
Shortening the recovery time for luxury retail: Re-boarding the workforce

Luxury retailers that not only prepare for the safety of the workplace, but also prepare and re-skill the workforce will emerge with a team of high producers.

Columns
Post-pandemic pivot: Being dynamic beats being efficient

Whatever the world looks like on the other side of this, it is not going to look like it did in January.

Columns
How luxury brands can earn the loyalty of younger customers

Today’s buyers are more likely to scroll through luxury items online than spot the latest trends in magazines or window displays. Millennials now do 60 percent of their shopping online.

Real estate
Convergence of tech and real estate in fashion

Technology has transformed many retailers over the past decade, moving from operating bricks-only business models into bricks-and-clicks platforms. The next frontier is making real estate decisions that focus on serving your most productive customers.

Home furnishings
Conscious minimalism and what it means for interiors

What is the design philosophy behind conscious minimalism, from its less-is-more origins to some examples of home interiors that exemplify this trend?

Healthcare
Coronavirus will make wellbeing new luxury trend of future

The luxury market drives on the psychology of affluent consumers. When they feel good about themselves and are on solid ground financially, they give themselves permission to indulge. When they do not, they will not.

Webinars
Webinar on May 13: China Luxury Rebound: Lessons for Other Markets

China is key to luxury’s return to growth after the COVID-19 lockdowns evaporated sales worldwide. What lessons can luxury marketers learn from China’s response to the pandemic? Is there a new playbook for luxury and what are its rules? To find out, please register for American Marketer’s free webinar with Agility Research & Strategy on Wednesday, May 13 at 11 a.m. to noon ET (New York time).

Travel and hospitality
How the travel and tourism industry can recover from COVID-19

I suspect that this period of sluggishness and apprehension will be short-lived and that, with proper precautions and strictly following advice set by global health leaders, the travel industry can bounce back within 12 months.

Marketing
How to be a successful and persuasive communicator while working remotely

As social distancing becomes the new normal throughout the United States and the world, professionals across industries are making drastic and immediate changes to their work and presentation styles.

Marketing
US advertiser lobby ANA drafts media buyer’s guide for picking data providers

Media buyers should follow five key criteria when venturing into the complex and opaque ecosystem of third-party data that is designed to help them target their programmatic digital media buys.

More Stories

Marketing psychology: 5 principles of human behavior
By

Successful marketers know that the key difference between strong and weak marketing lies in understanding how consumers behave and why they behave in certain ways.

All eyes on China for luxury’s recovery, but no guarantees of future success
By

Since the 2008-09 recession, China has effectively become the tail that wags the dog of the global luxury market.

Why normality should never be an aspiration
By

There are two groups of people right now. The first group yearns for things to go back to normal. The second group – and the McKinsey consultants – prepares for the new normal.

10 steps for brands to journey from privileged access to advanced personalization
By

After a long, competitive decade, luxury goods and services brands, and their agencies and consultants have finally mastered the rules of the digital marketing game – just in time for the game to change.

More Columns