Maybourne, owner of iconic hotels like Claridge’s, is set to expand its portfolio nearly threefold over the next decade, targeting key cities such as Paris, New York, Miami, and Dubai. The company plans to operate up to 17 hotels by 2035, blending owned and managed properties. As luxury travel surges post-pandemic, Maybourne is also working to strengthen its brand with a new lifestyle offering and exclusive services for members. 

In an ever-scrolling-oriented world, there is an important distinction for brands between merely existing on social media platforms and actively engaging with audiences to build meaningful relationships. Published by Advertising Week, our creative partner FerebeeLane explores how to turn followers into loyal brand advocates by cultivating a community that resonates with their values and voice.

Art Basel Miami Beach has emerged as a pivotal cultural event, merging the worlds of luxury, art, and elite consumerism. Drawing America’s wealthiest attendees, the fair has become more than an art exhibition—it’s a strategic platform for luxury brands to reach a dynamic and evolving customer base. This convergence of art and commerce not only highlights the growing interplay between cultural influence and luxury branding but also represents a potential lifeline in reversing challenges faced by the luxury sector during periods of economic uncertainty

With no dedicated jargon to speak of, the world of scent borrows its language from botanics (floral, herbal), music (notes, accords) and architecture (base, top, etc). However, despite the ever-difficult task of verbalising a certain smell, scent’s intrinsic ties to memory make it an invaluable, if underused, tool in branding. Our Innovation Partner Matter Of Form taps into why.

With growth tapering in major markets like the U.S. and China, the luxury sector faces obstacles such as political uncertainty, a crackdown on ostentatious wealth, and evolving consumer preferences. These trends have significant implications for mergers and acquisitions (M&A), particularly as brands weigh consolidation for survival against antitrust scrutiny. As luxury players reassess strategies, the path forward requires innovation in both consumer engagement and operational resilience.

It’s an exciting time for retail developments in central London, particularly in the West End. Hoardings are up and work has commenced at two major mixed-use schemes set to transform the landscape and present fresh opportunities for the West End. The first of these is South Molton in Mayfair, an area that saw a 42% increase in visitors last year, bringing annual footfall to 34 million. Further north, Loxton Walk is a Marylebone development that will form part of a wider, mixed-use development between The Portman Estate and Derwent London. It will be centered around an open air courtyard with 17 ground floor retail and leisure spaces totaling 28,000 square foot, forming a lively, vibrant new destination for residents, workers and visitors to Marylebone.

In this final article on the power of Culture Brands, which differ from traditional niche or cult brands. While cult brands target smaller, specific audiences, culture brands can scale and create their own niche as they grow. These brands connect deeply with consumers through three key factors: story, sensibility, and significance. A compelling story, a distinct aesthetic, and meaningful connections with audiences allow culture brands to become symbols of personal identity, signals to others, and create shared value within a community. This framework helps brands foster personal connections while achieving growth and success.

Only a third of luxury brands will end the year with positive growth, according to Bain’s new annual luxury report, down from two-thirds last year. Calls continue for luxury brands to reevaluate their value proposition - mainly for Gen Zers - and to keep meeting their growing expectations, by making products and the shopping experience more inspirational.

Historically, the US market has not been overwhelmingly receptive of ‘old world’ luxury maisons but this appears to be changing. UBS estimates that US consumers accounted for about a quarter of the luxury sector’s growth since 2015 — about the same as China — to reach 22 per cent of sales in 2023. While growth flagged last year as cost of living concerns hit aspirational shoppers, there are signs that it has revived so far into 2024.

Culture Brand Framework illustrates how the same core dynamics that make niche and cult brands so powerful and appealing can be scaled up without losing soul and spirit. Instead of conceding that meaningful interactions in the marketplace are only the territory of smaller, niche brands, culture brands demonstrate that powerful brand stories can be leveraged at any size.

Google is doing for shopping what it did for search, adding a series of updates enabled by generative artificial intelligence. Google Shopping searches will now include AI-generated “briefs”, top product recommendations, a design-heavy personalised inspiration feed, and deal finding.

Economic headwinds, high prices and a lack of novel design are all weighing on what was previously fashion’s most dynamic segment. LVMH’s quarterly results Tuesday will offer hotly-watched insights on the severity of the slowdown and how long it will last.

Consumers are quick to decry greedflation when the price of supermarket staples rises faster than the cost of raw materials. But when one is already paying silly money for a handbag or a watch, it is difficult to understand when too much becomes too much. Yet for all that, there are convincing signs that the luxury sector’s post-pandemic price rises have dented its appeal.

Where there was once early enthusiasm for Web3 on fashion week runways, recent seasons have seen designers dial back their ambitions. Calendars during and just after Covid-19 held the promise of the biggest era yet for tech-infused fashion. But optimism around Web3 has faded over the past year, as brands scale back their efforts amid muted responses and prolonged audience cynicism.

Havas Media Lux's upcoming report, "The New Codes of Luxury," has revealed a new and intriguing large group of luxury consumers - The Memory Makers. Following the pandemic, they are moving from guilt-based, emotive shopping to simplifying and redefining their values. The Memory Makers as a coping mechanism are shifting from frequently purchasing luxury pieces, to creating memories; as they reset and re-evaluate how they want to live, spend their time and their money.

What CMO doesn't dream of being at the helm of a cult brand? The sense of intimacy that comes with being a cult brand is just what makes the achievement of cult brand status such a tricky win for marketers. FerebeeLane explores the concept of culture brands and their elusive status.

Society has never been so globalised — the internet has formed a fluid worldwide connectedness. Yet, there are still very distinct nuances between markets. Brands need to master transcreation: the creative process of translating content while preserving its original meaning, style, and tone.

The British Fashion Council has confirmed CEO Caroline Rush will step down after 16 years, but will continue to run the organisation until June 2025. Rush is credited with leading the BFC through challening yeras, including Brexit, COVID and the luxury downturn.

For the first year of the newly launched Luxury & Lifestyle Lion, celebrating creative communications for luxury goods and experiences with work that brings an aspirational lifestyle to life, the LOEWE x Suna Fujita for LOEWE by LOEWE, received the Grand Prix Lion, amongst 188 entries.

Luxury goods are being discounted at rates as high as 50 per cent in China as middle-class shoppers rein in spending on big-ticket items and retailers grapple with overstocking