Luxury Brand Management and Marketing
This intensive course explores the new ways luxury brands are approaching their markets. You will analyse established and contemporary fashion businesses and be introduced to trends in luxury brand management strategies. Through this analysis you will start to understand how they continually redefine themselves to meet the needs of new emerging markets, the Millennials and Generation You will also look at how they integrate technology and digital strategies to reach new audiences.
The course has been designed and is taught by Sanjeev Davidson, an international expert in the lifestyle brand development and innovation field.Sanjeev has an extensive international fashion brand and lifestyle business background, having worked with Hackett London, Aston Martin and Harrods, as well as luxury designers and brands in emerging markets. The course starts with an introduction to the foundations of luxury fashion brands, their product and service offer, before going on to explore the new communication and marketing aspects. There will be lots of interaction and an expectation to complete team projects through a series of briefs. For the final project you will undertake a group marketing project for a luxury brand in the future, so be ready to roll up your sleeves as well as your minds!
In order to fully participate in the practical exercises please bring the following materials/equipment to the first class:
- Notepad and good selection of coloured felt tip pens
- Smart phone
- Laptop / Tablet
- A luxury lifestyle magazine
- Luxury brand foundations
- What does luxury mean now?
- The luxury brand experience
- Luxury and trends
- The luxury catwalk show
- Research and analysis strategies
- Luxury consumption
- Luxury and the digital age
- Generation Z and other market segments
- Social media and digital marketing strategies
- Luxury and sustainability
- Mindtastics™ learning methods
Meet the Tutor:
This intensive Luxury Brand Management and Marketing course will analyse established and contemporary fashion companies and introduce you to to trends in luxury brand management strategies.