CEO Letter | A focus on International Luxury Marketing

It was my birthday this weekend, so I know you’ll forgive that this week’s newsletter is briefer than usual. However, I didn’t want to polish off the last slice of birthday cake without flagging up Walpole’s thought-provoking International Marketing Seminar, for which tickets go on sale this week. Held on Tuesday 1st May at the Financial Times, and open to everyone, it promises to be a day full of insightful data and actionable insights to take back into your businesses.

The Walpole International Marketing Workshop, in association with Premier Tax Free, is the brainchild of Charlotte Keesing, Walpole’s Director of International and Public Affairs. As she writes: “Just under half of luxury purchases globally are made by consumers who are travelling, either in overseas markets (31%) or while in transit at the airport (16%). The WTO even created the term ‘shopping tourism’ to recognise the economic significance of this trend.

The UK’s global appeal and London’s dominance as a luxury capital attract wealthy visitors, drawn by factors that include the rich mix of brands, iconic stores and streets, the lifestyle, culture and history, ease of shopping and the enduring appeal of British luxury – its heritage, quality, creativity and service.”

This seminar is designed to help luxury businesses understand the latest developments, consumer trends and best practice in international marketing, with topics including the latest data on international visitors and consumer trends; the most effective international marketing strategies, campaigns, channels and partners; key cultural insights; how to communicate the brand appeal of British luxury to international customers; and how to maximise the opportunity. Tickets are now available to purchase for this event; Walpole members can benefit from a special rate if booking tickets before 10th April. Please click here to find out more.

Speaking of Walpole’s mission to educate and inform, I also wanted to take the opportunity to thank Walpole Strategic Partner Charles Russell Speechlys for hosting a GDPR Masterclass for luxury brands last Monday. GDPR is a hugely complex piece of data protection legislation which comes into force in May this year, and with which all businesses must comply or face penalties of up to 4% of global annual turnover. Charles Russell Speechlys deftly demystified the legislation and it reminded me what a privilege it is to work with partners who have such exceptional understanding of the specific needs of British luxury brands. You can read further insights into GDPR from Charles Russell Speechlys by clicking here.

Normal service resumes next week, but in the meantime I hope you’ll secure your place at the Seminar on 1st May. I look forward to seeing you there.