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 companies 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 Z. 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 fashion 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!
The course includes:
- 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
- Creating a luxury marketing campaign
- Luxury and sustainability
- Mindtastics™ learning methods
Beginners - Suitable for anyone interested in luxury brands, social media, technology, design, marketing, communication or project management and also entrepreneurs.
Please note: This course is for students aged 18 and older.
Sanjeev Davidson has a Master of Arts degree from Central Saint Martins, London. He is a Brand Consultant and leading international expert for fashion brand development. He is the originator of ‘BRAND dna X’, a pioneering formula and methodology to manage brands for relevance, sustainability and growth. His masterclasses, seminars, and corporate workshops, cover industry topics from innovation, creativity, brand management, consumer trends, the future of luxury, marketing and communication, as well as starting your own fashion label. Sanjeev has extensive international experience, his talks have been delivered across the world ranging from the UK, China, Indonesia, USA, Spain, India, UAE, Russia, Japan, Argentina and Switzerland. He is the Founder and Director of London Fashion Consultancy, which is a company that provides brand diagnostics and business strategies to the fashion industry. He is also CEO of stylefutures.com, Zurich’s leading brand innovation and entrepreneurship resource. In addition, Sanjeev is founder and pioneer of Mindtastics™, a mindfulness training for modern balanced lives. He teaches a unique technique to unlock the potential in individuals as well as companies. Alongside consulting to many small to medium size enterprises, Sanjeev has worked with some of the world's largest brands and lifestyle businesses including Hackett, Aston Martin, Pepe Jeans, Levi’s, Adidas, Reebok, Nike, Ralph Lauren, Firetrap, Diesel, True Religion, Ben Sherman, Fox Racing Inc, G-Shock, I-D magazine (Vice Group), Harrods, Fenwicks, ASOS, Zara, Massimo Dutti, Agent Provocateur, Ellassay, Aimer Lingerie, Rapsodia, Jazmin Chebar, Dian Pelangi, Woolmark and the BBC. At the moment Sanjeev is working as an international consultant to the Centre for Fashion Enterprise and the British Council in London, Jakarta Fashion Week and Fashion Forward in Jakarta, plus the Ahead Foundation in Geneva. In these roles he is working with highly talented emerging designers and brand start-ups, in order to develop an infrastructure and strategy for their business and increase their chances of success.
In order to fully participate in the practical exercises please bring the following materials/equipment to the first class:
- Notebook and pen
- A luxury lifestyle magazine of your choice