skip to main content
Luxury Brand Management and Product Design

Luxury Brand Management and Product Design

London College of Fashion
Taught by
Dr Pascal Portanier


This luxury fashion brand management course comprises an in-depth study of the luxury world, including ready-to-wear, haute couture, accessories and licensed products. As well as studying the design of these collections you will also explore the communication management aspects. Through the analysis of contemporary fashion companies, you will be introduced to the latest theories and their practical applications in luxury brand management.

The course has been designed and is taught by Dr Pascal Portanier, PhD in Luxury Brand Management, a worldwide expert in the field.

Pascal has an extensive academic background combined with 20 years experience in marketing and design for luxury brands, such as Lagerfeld, Rodier, Rosenthal, Lancôme, L'Oréal, Clarins, Biotherm, Guinot and Dior.

The course includes:

  • Luxury brand analysis and marketing strategies
  • Luxury product design and development
  • Trend forecasting (colours/trend books) and creative researches
  • Product semiotic analysis (signs and symbols decoding)
  • Packaging and luxury display strategies
  • Luxury windows and fashion exhibition shows
  • Production techniques, cost study and selling price
  • Consumer analysis theories
  • Luxury communication strategies, budgets and theories
  • Advertisement analysis and decoding
  • Web site analysis and evaluation
  • Case studies of fashion brands including: Zadig & Voltaire, Viktor & Rolf, Christian Louboutin, Shangai Tang

You will undertake a group project for a luxury brand, including the design of a new product and the relevant marketing strategy.

Course timing:

Course content: 16 hours
Group project: 11 hours
Project presentations & conclusion: 3 hours


Intermediate - Suitable for people who are involved in design, marketing, product or project management, communication, visual merchandising, and also entrepreneurs.


"An amazing immersive experience into luxury strategies, product design, and communication developments". Francesca, Italy

"By creating a new product line for a luxury brand, I was able to apply my learnings from the course to the project. The course was great, and I believe that the content and overall experience was enhanced because it was taught by Dr. Portanier himself! You are an inspiration". Attajaan, Canada

"The Luxury Brand Management and Product Design course gave me everything I needed to re-align my brand and plan for the future. I would highly recommend this course. It was worth flying in from Zambia". Nankhonde, Zambia

"Pascal is a truly inspiring lecturer!". Jaden, USA

"Dr. Portanier is a master in his craft of luxury branding and manages to create an interesting and in depth course for professionals, university graduates, and all people interested in luxury and design". Max, Holland

"The course structure allows you to have a very clear perspective of the luxury industry. It is also very intensive and challenging. Dr. Portanier is a very patient, knowledgeable and experienced person". Guiseppe, Italy


Your course place is confirmed once you have booked online or via the phone using a credit or debit card. There is no deadline for booking. Places are offered on a first come, first served basis, and all courses have a maximum number of students. We suggest you book early to avoid disappointment.

Please note: This course is for students aged 18 and older.


Class times are Mon-Thu 10:00 - 17:30 / Fri 10:00 - 14:00

Tutor Description

Dr Pascal Portanier, PhD in Luxury Brand Management, has worked for 20 years as designer or project manager for luxury brands such as Lagerfeld, Lancôme, L'Oréal, Clarins, Biotherm, Rosenthal, Guinot and Rodier. Formerly a senior manager at the consultants Accenture, since 2004 Pascal has given conferences and seminars on luxury brand management in Monaco, Beijing, Dubai, Moscow, Buenos Aires and Sao Paulo. In addition, he regularly provides consultancy to high-end companies based in Kuwait, England, America, Portugal, and China on their branding and design strategies. View Dr Pascal Portanier's website


In order to fully participate in the practical exercises please bring the following materials/equipment to the first class:

  • Notebook and pen
  • Laptop with PowerPoint (if possible)

Available dates