On top of the weekly newsletter, premium members get Special Reports: longer deep dives on one topic at a time, written for people who market luxury for a living. Nineteen of them from the first run, and a new series starting now.
A note on dates: these were written between 2020 and 2021. The ones about data, craft and storytelling have aged well. The ones about crypto and the metaverse are a time capsule of what the industry believed back then, which is its own kind of useful.
The latest
- Sport Is the New Front Row. Thirteen months of luxury and beauty sports content: 3,531 posts and 712M views, ranked. Which brand owns which arena, the Top 50 brands and Top 100 videos, the platform split and what people Google around each event. The opening section is free to read.
- The 150 Luxury & Beauty Campaigns that mattered in H1 2026. Every brand's most-watched video of the first half of 2026, ranked by views across eight categories. One slide per campaign with the video, the numbers and a link to the post, plus how the biggest campaigns compare with the whole market. Free to everyone, no membership needed.
Work with data
- Becoming a data-powered marketer, part 1, part 2 and part 3. A practical three-part guide to building data reflexes as a marketer: what to measure, what to ignore and how to turn numbers into decisions.
- Luxury & Data. Why luxury and data stopped being enemies, and what the smart houses quietly do with it.
- Learnings from 100 luxury pandemic campaigns. I reviewed a hundred campaigns from the strangest year in retail memory and kept what actually worked.
Understand what makes luxury tick
- What is luxury? The fundamentals: what separates a luxury brand from an expensive one.
- Luxury & Purpose. Can a luxury brand stand for something without losing its aura?
- Luxury Craftsmanship and Know-how. Why the hand behind the object still sells, and how brands show it.
- Luxury & Nostalgia. How heritage gets turned into desire, with examples you'll recognize.
- Luxury Private Labels. The quiet margin play nobody talks about.
Content and storytelling
- Luxury & Storytelling (Long Form Videos). What luxury brands get right and wrong when they go past 30 seconds.
- The State of Luxury Videos. A field survey of how the big houses use video.
- Luxury & Live video. Livestream shopping and live formats, and what translates to luxury.
- Luxury & Podcasts. Who does audio well in luxury and whether it's worth your time.
Big bets and moments
- Luxury & Augmented Reality. Try-ons, filters and AR retail experiments.
- What Luxury Brands Need to Know about the Web3 and Luxury, Blockchain & Crypto. The 2021 gold rush, as it looked from inside.
- 8 luxury trends for 2021. My predictions from January 2021. Fun to score with hindsight.
- Luxury Holidays & Gifting campaigns. How the best houses fight for the gifting season.
How to read them
Every report is included in WTL Premium, along with the full newsletter archive and everything new I publish. $19 a month or $199 a year.
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