More PA than PR: welcome to the world of luxury public relations
From babysitting and dog walking to booking taxis and fixing make-up, the list of ridiculous demands made by my luxury clients is endless
Marketing & PR
Has Net-a-Porter found the holy grail of 21st-century fashion?
Fashionistas, don’t deactivate your Instagrams just yet. Contrary to popular opinion, the e-tailer’s new service isn’t a social network but a way to drive sales
What does the rise of digital marketing mean for luxury brands?
As the influence of print diminishes as an advertising medium, how can firms that sell high-end products communicate with their customers in a way that doesn’t compromise their core values?
Six must dos for successful luxury goods marketing
From Ferrari’s belief in high performance to Le Labo’s personalised perfume, here’s what makes a successful luxury brand
Burberry and Mulberry face branding challenges in luxury market
As the global luxury goods market experiences a slowdown, two iconic British fashion brands are coping with the pinch in different ways
Curators may be sceptical but branding is vital for museums
The Tate and British Museum are among institutions that have adopted brand thinking – taken seriously, it can help our scholarship reach more people