Campaign Trail is our analysis of some of the best and worst new creative efforts from the marketing world. View past columns in the archives here.
When it comes to luxury, a diverse tapestry of emerging brands and tastemakers is redefining the category. Legacy players like Neiman Marcus and Barneys New York have floundered in recent years — even before the coronavirus pandemic — while younger direct-to-consumer (DTC) brands continue to snag sales and attention through more modern, mission-based marketing approaches.
Consumers traditionally showcased luxury by sporting high-end brand names, according to DTC shoe brand Rothy’s SVP of Marketing Elie