Luxury Brand Management and Marketing

Course details

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 ;

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 ; 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

Level:
Beginners - Suitable for anyone interested in luxury brands, social media, technology, design, marketing, communication or project management and also entrepreneurs. Updated on 17 September, 2018