Overview

There is a growing demand for experts who truly understand luxury brand management in a global context. What are some of the new and innovative ways luxury brands are approaching their markets? What makes them stand out from the crowd? This course will equip you with the knowledge and skills required to navigate confidently through the ever-changing realm of the luxury industry.  

We will cover:

UNDERSTANDING LUXURY - HERITAGE VS THE SOCIAL ASPECT OF LUXURY TODAY

• Heritage and the meaning of luxury today

• Social aspect of luxury 

• AR and live streaming as a new e-commerce of today

UNFORGETTABLE EXPERIENCE - LUXURY MARKET OVERVIEW

• Key opinion leaders of today

• 360 experience overview

• Luxury categories and segmentation

THE LUXURY ENVIRONMENT & EVOLUTION CHAIN OF LUXURY GOODS

• Sustainability - Positive Luxury

• The luxury industry change is coming

• Market heroes of today

HOW TO BLEND LUXURY PHYSICAL AND DIGITAL CUSTOMER EXPERIENCE?

• It’s not what you wear but how you wear and what you know

• Physical and digital retail of today

• Personal data expertise 

BRANDING CASE STUDIES - CHANEL, GUCCI AND ROLLS ROYCE

• Personality of the brand and the trademark

• Strategy which make's luxury brand grow

• Inside Chanel, Gucci and Royce Rolls

LUXURY CUSTOMER SERVICE -RELATIONSHIP WITH LOGO, SERVICE OR PRODUCT?

• What is the customer experience and how to deliver world class experience?

• How customers engage with the brands

• Key factors why we purchase luxury goods

POSITIONING & COMMUNICATION - TOOLS THAT WORK FOR LUXURY BRANDS

• Positioning in the world of the new luxury

• Centrality distinctiveness

• Communication tools

LUXURY DIGITAL MARKETING & ANALYTICS

• Advantages of visual social network

• Website and the Power of SEO

• When online implement offline experience