Luxury

An exploration of the luxury market through trends, insights and expert opinions

Need to Know
11 : 11 : 20

Premium re-commerce with a storytelling side, an advertising internship for Baby Boomers, and the pandemic inspires product exploration.

Display Copy unites content with luxury resale

Display Copy, New York Display Copy, New York
Display Copy, New York Display Copy, New York
Display Copy, New York Display Copy, New York

New York – Integrated platform Display Copy describes itself as the first content and re-commerce platform devoted to vintage and upcycled fashion.

It hopes to elevate circular fashion through the use of editorial content showcasing high-end apparel, including archival items from Louis Vuitton, Dior and Chanel, and interviews with sustainability experts. Looking to be price-inclusive, Display Copy also highlights thrift clothing with a spread dedicated to top Depop sellers. Items featured on the platform and in its features are shoppable.

By showcasing second-hand luxury fashion in this way, Display Copy aims to encourage readers to ‘cherish the items they invite into their lives’ and shift to long-term eco-conscious behaviour. ‘Display Copy isn’t about promoting new products, it’s about loving what we already have and seeking out novelty and style in what already exists,’ explains Brynn Heminway, the platform’s founder and editor-in-chief.

In our Fashion Recommerce market, we explore further approaches to reselling luxury goods.

Cosmopolitan magazine uncorks the wine category

 Uncorked by Hearst Magazine and Guarachi Wine Partners, US Uncorked by Hearst Magazine and Guarachi Wine Partners, US
 Uncorked by Hearst Magazine and Guarachi Wine Partners, US Uncorked by Hearst Magazine and Guarachi Wine Partners, US

US – Cosmopolitan magazine is branching into the wine category with the launch of Uncorked.

The range of four wines are the fruit of a joint partnership between its publisher Hearst and Guarachi Wine Partners. Recognising that the magazine's readership represents an adventurous and profitable consumer base, the decision to diversify into wine aligns with Cosmopolitan's audience values. To mark the launch, it's hosting virtual wine tastings to help educate and entertain readers.

‘This is the most natural collaboration we could imagine – Cosmo readers have had 36m glasses of wine in the last seven days,' explains Jessica Pels, editor-in-chief of Cosmopolitan. 'Young women represent a massive wine consumer base, and yet they’re underserved by the current market, which doesn’t target young women at all.'

With media firms having to rethink their content strategies, some are teaming up with food and drinks brands to launch Media Kitchens that combine at-home dining with entertainment.

[email protected] tackles job ageism in advertising

Australia – Advertising agency Thinkerbell’s latest paid internship exclusively targets applicants aged 55 or older in a bid to address age inequality in the sector.

[email protected] is an eight-week programme offering positions in account management, office management, strategy, finance, design, media, photography and illustration. Successful candidates will be inducted into all areas of Thinkerbell and will have the opportunity to learn new skills as well as impart their own point of view to assist the agency.

'Our older generation are massively under-represented in the advertising industry,’ says Emma O’Leary, head of culture, operations and people at Thinkerbell. With the aim to combat age disparity in the creative sector, applicants are not required to have a background in advertising. Instead the agency wants individuals who have ‘a lifetime of experience’.

Previously, we've spoken to Suzi Grant, founder of lifestyle platform Alternative Ageing, about the need to shift scocietal perceptions associated with growing older.

Thrive@55 by Thinkerbell, Australia [email protected] by Thinkerbell, Australia

Stat: Private-label groceries thrive during the pandemic

Phygital Supermarket Worlds by Xin Liu Phygital Supermarket Worlds by Xin Liu

The pandemic has changed many consumers’ shopping habits, but in particular those buying groceries are trading down to private-label products over their preferred brands.

Research from McKinsey & Co of more than 2,000 US grocery shoppers finds that nearly one in five have bought more private-label products during the Covid-19 crisis than they did pre-crisis. While some shoppers have made the switch for convenience reasons – perhaps not finding their usual items due to panic buying – others reflected on the price point and opted for cheaper alternatives.

Among those that switched brands, some 40% are likely to continue purchasing the new products even after the Covid-19 crisis. According to McKinsey, this presents an opportunity for private-label brands to increase their loyal consumer base.

For more on the changing habits of consumers as a result of the pandemic, alongside brand and retailer innovations, explore our Covid-19 series.

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