American Marketer
Retail
Managing an ecommerce pivot during an economic crisis

How exactly can a company new to ecommerce optimize digital channels to provide a frictionless customer experience – from first touch, to transaction, to support?

Marketing
Connections redefined: What authenticity really means

We are seeing a slew of brands beginning to redefine what they stand for in the face of systemic changes, new pushes for equality, and the desire to help others. Many are even taking political stances.

Marketing
7 trends to watch in luxury influencer marketing in 2021

Luxury brands continue to face the challenge of digital transformation. While other industries have accelerated the rate of change, luxury has mainly been experimenting.

Marketing
How print can help luxury brands connect with digital consumers

Since the onset of the coronavirus pandemic, in-store shopping has seen a sharp decline. And, beyond the pandemic, luxury consumers are changing.

Marketing
Why HENRYs still should be a key target for luxury brands

In the midst of a pandemic that has affected the incomes of millions of consumers, targeting young affluents may seem ill advised, but it is critical to set the marketing table for when this crisis is finally over.

Marketing
5 steps to designing and implementing a client win-back program

The sad truth is that you are going to lose customers. A Zendesk study found that 66 percent of business-to-business customers left after one bad experience.

Marketing
5 steps to designing and implementing a client win-back program

The sad truth is that you are going to lose customers. A Zendesk study found that 66 percent of business-to-business customers left after one bad experience.

Media/publishing
FT Business of Luxury Summit 2020 focuses on luxury after the lockdown

This year’s event will include speakers from Bulgari, Burberry, Cartier, Dior, Estée Lauder, Ferragamo, Kering and Prada.

Marketing
How marketers can gain from AI chatbots

Businesses that have not yet invested in basic automation systems such as consumer-facing chatbots must now grapple with the question of whether to invest time and capital into the development of such systems.

Marketing
10 insensitive words you need to stop using right now

The way we use language changes as the culture at large changes, and the trend is towards respectful, people-first language.

Home furnishings
How the design industry is adopting the luxury business model

The continued expansion of wealth over the last 15 years should have been positive for all who serve the affluent. But that is not what happened.

Retail
What to expect on Singles’ Day 2020

We are approaching the 11th anniversary of Double 11 (aka Singles’ Day), the largest shopping festival in the world. This will be the longest and most complex Double 11 ever.

Marketing
Essential email marketing tips for luxury brands

Email marketing – a longstanding digital marketing practice that offers a direct touch point to consumers – has increased in importance this year.

Jewelry
Bulgari supports historic preservation in new exhibit

Italian jeweler Bulgari is reaffirming its support for preserving Roman history by helping unveil a new exhibit.

Travel and hospitality
Loews streamlines digital, hybrid event offerings for corporate travelers

Hospitality group Loews Hotels & Co. is appealing to business travelers with the launch of new digital event offerings.

Travel and hospitality
Pandemic likely to lead to resurgence in luxury wellness travel

Interest in wellness travel had been soaring among affluents prior to the pandemic, but experts are confident that this will resume as the luxury hospitality industry rebounds.

Apparel and accessories
Hugo Boss inspires efforts toward sustainability in new campaign

German fashion house Hugo Boss has released a video ad campaign featuring its newest capsule collection of recycled pieces, strongly encouraging a shift towards a more environmentally-conscious fashion industry.

Strategy
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More Stories

Managing an ecommerce pivot during an economic crisis
By

How exactly can a company new to ecommerce optimize digital channels to provide a frictionless customer experience – from first touch, to transaction, to support?

Connections redefined: What authenticity really means
By

We are seeing a slew of brands beginning to redefine what they stand for in the face of systemic changes, new pushes for equality, and the desire to help others. Many are even taking political stances.

7 trends to watch in luxury influencer marketing in 2021
By

Luxury brands continue to face the challenge of digital transformation. While other industries have accelerated the rate of change, luxury has mainly been experimenting.

How print can help luxury brands connect with digital consumers
By

Since the onset of the coronavirus pandemic, in-store shopping has seen a sharp decline. And, beyond the pandemic, luxury consumers are changing.

More Columns