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Overview of week 2

In conclusion to the week we have looked at some of the how’s and why’s of premium luxury brands turning to humour for their marketing success.

It is evident in today’s environment, brands are winning by not taking themselves too seriously. We have examined case studies such a Gucci and Tom Ford’s partnership with the comedian Celeste Barber, to illustrate just how and why luxury brands are doing it. Luxury fashion is seeing the value in lighten up in ways that feel authentic to go from aspirational to approachable. Brands are understanding that if they want to appeal to the next generation of luxury consumers, they need to use humour.

The rise of digital marketing has led to a more personal approach were wit and great storytelling has taken centre stage. Working through week 2, you should now have a clearer understanding of why luxury brands need to be creative, and how they can use humour to build closer relationships with their ideal audience and how you can give more character and life to your own brand’s personality using humour.

In week three you will learn all about the new fashion voices changing and challenging traditional narratives.

We look forward to seeing you move to the next stage.

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Digital Playground: Where Luxury Fashion is Finding its Sense of Humour

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