Formation/Cours

At the end of course, the student should be able to:

– Know what constitutes the luxury industry today (markets, players) with its recent challenges (e.g. managing desirability and accessibility; going digital) and specificities of various industries (e.g. Perfumes – Wine &Spirit – Watches & Jewelry – Fashion – Accessories…)
– Understand the key aspects of luxury brand management ; the characteristics of luxury customers (profiles and expectations), the communication strategy and the main business models (e.g. fully integrated to licensing)
– Be able to innovate and suggest creative solutions to elevate the status of brand and the attractivity for consumers

The following topics will be addressed:

– Introduction to the world of luxury : History; Definition; Different Industries involved; Trends and challenges – Luxury consumption patterns: Segmenting the market; Understanding purchasing process; Providing an experience; Developing a relationship with customers.
– Luxury brands development : Developing a strong brand; Protecting the brand; Managing careful growth, brand extension, licensing and co-branding
– Luxury Product/service, price and portfolio: Integrating creativity and design; Managing quality; Service dimension; Fixing and managing price; Managing the Portfolio – Luxury brand communication: Designing the message; Choosing and planifying media; Going digital
– Luxury retailing and business models: Understanding the business model; Designing the store experience (selling process; merchandising,..); Managing internationalization