Who buys counterfeits?

The Global Brand Counterfeiting Report 2018 estimates that the losses suffered due to global online counterfeiting amounted to $323bn in 2017, with luxury brands incurring a loss of $30.3bn through internet sales alone.

Luxury brands are arming themselves against the fake market and investing – as Louis Vuitton does – in designated departments to stop the unauthorised use of their brand. Louis Vuitton has teamed up with Alibaba (the other Amazon) to protect the brand and destroy fake replicas.

Read More
Rare: Consultancy
Luxury Brands: A conversation with Paul Walsh

We interviewed Paul Walsh - who was CEO of the world’s largest spirits group, Diageo, from 2000 to 2013 - for his thoughts on the luxury market. Mr. Walsh has the rare ability to explain his subject in plain but very meaningful words - he knows exactly what he is talking about. We met him on a rainy day in a large conference room in London’s Blackfriars. He started with his own definition of luxury: “For me, luxury means expensive, deserving and self-rewarding.”

Read More
Luxury, Loyalty & Trust

n our four years in the marketing research sector we discovered, and published in this report, that all brands would ultimately like to attain loyalty from their customers, translating into financial benefit and / or personalised offers. This is very common for mainstream low- to mid-price brands, but when it comes to luxury brands, with customer experience and exclusivity play a major role, do the same loyalty strategies apply?

Read More
Introducing our latest report: Marketing and Happiness

We are delighted to announce that our latest report Rare: Marketing & Happiness has just been released. This has been something of a passion project for the team here at Rare:. We wanted to explore something different that is fundamentally important to everyone: happiness, and show brands why businesses have a responsibility (and opportunity) to focus on it.

Read More
It’s time to trust

The topic this month has all been about trust and loyalty. With the ever evolving marketplace, it can be hard for brands to retain a loyal customer base. There is evidence to suggest that 'loyalty schemes' don't seem to be driving the returns that brands expect, are Marketing teams perhaps limited by their own imagination when it comes to loyalty?

Read More
What does brand loyalty mean to customers?

There is much being debated around the topic of the Millennial consumer these days, particularly around the topic of loyalty and the argument that they have a higher propensity to be loyal to brands. But what does it mean to be loyal to a brand and how is it being measured across generations?

Read More
UK Innovation needs a confidence boost

If you take the national statistics at face value, entrepreneurship in the UK is on the increase. This year it is predicted that the UK will create 600k new startups, (up 3% from 2014), with more people dictating their own career ambitions and contributing to the innovation landscape, by proxy. This growing trend should be viewed in context of the labour market, where full-time employment is increasing and part-time work remains steady (ONS July 2015).

Read More
Do you have perfect pitch?

In a rapidly changing business environment taking a grounded, agile approach to campaign planning and execution is essential. Condensing the journey from brief to pitch into a one day workshop puts the process under the microscope, developing the participants’ ability to take an adaptive, creative and lean approach. 

Read More
Ben Pask