Marketing - The Robin Report

Aspirationals Compromise Luxury Brands

For brands and conglomerates, such as LVMH and Kering, that have exposure to both aspirational and legacy luxury consumer segments, it’s essential to do a better job of identifying aspirational consumers and tracking their evolution along their luxury journey toward becoming elite customers. This demands insight into how identity is shaped and reshaped over time. The real differentiator is understanding the deep drivers that anchor someone to a brand, even in times of economic friction.

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For Next Gens, Fandom=Trust

Experience / By Jasmine Glasheen

Trust is built in the quiet moments, researching a company’s comments on TikTok and the user-submitted product photos on their Amazon reviews. Loyalty, in turn, is built through the subtle signals of shared language and value alignment, made visible when brands operate transparently, consistently, and with a clear sense of identity.

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Gen Z Traditionalists: A Generational Misperception

Experience / By Jasmine Glasheen

Tapping into Gen Z’s purchasing power means acknowledging the ideological fault lines that run through the generation—and building assortments that don’t try to blur them and respectfully reflect them. By treating sourcing inventory and marketing as a conversation, retailers can cater to both sides of the spectrum without alienating either.

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Surprising Collabs Empower Customers

Experience / By Kate Newlin

Luxe brands realize it is more than fair to trust clients with their most scarce resource: Authenticity. It is becoming the essential differentiator. People want the genesis story of the brand, its inspirations, its current creative force, its – dare we say it? – relevance to them.

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The Best (& Most Outrageous) Tariff Tactics

Operations / By Warren Shoulberg

They say necessity is the mother of invention, but that goes for calamity too. Bloomberg recently reported that Robert Keely, who runs a guitar pedal company called Keely Electronics, was hit with an $11,000 tariff bill for a load of imported merchandise. With no other options, he cashed in 1.83 million American Express rewards points to pay for it.

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Good News For Retailers: Malaysia Is the Happiest Asian Country

Operations / By Ross O'Brien

Malaysian consumers are remarkably optimistic in these gloomy times—even by Asian standards. Can it last long enough for global brands to make use of it?

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The Retail Marketing Test: AI or Human?

Retail Unwrapped Podcast / By Retail Unwrapped

AI may replace some marketing functions as a more precise, cost-efficient way to reach and retain customers. Join Shelley and Greg Licciardi, Vice President of Sponsorships and Partner Programs at the Association of National Advertisers, as they explore how successful brands are balancing hyper-personalization with authentic human connection.

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Hotel Chocolat and Knoops Face Off with Godiva

Operations / By Mark Faithfull

Hotel Chocolat’s Thirlwell described the acquisition of the 250-acre Rabot Estate in Saint Lucia and transforming it into a boutique hotel as “destiny.” After a customer sent Thirwell a 1920s book about chocolate making while he was visiting his father in the Caribbean, he was inspired to fulfill his dream to create a place where luxury, wellbeing and style could come together with, naturally, cocoa and chocolate.

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