Luxury brand management is the practice of maintaining the quality and success of luxury goods. The luxury industry is built on good branding, targeting a highly specific customer, and ensuring these specific goods’ continued success. The luxury industry has its own unique characteristics, and general business management may not prepare you to work as a luxury brand manager. Instead, the luxury business requires a targeted understanding of its ebbs and flows, so it’s time to prepare for this unique career path.
While the fashion industry may be the most recognizable in the luxury sector, your career opportunities don’t stop there. You’ll need the know-how to work with storied luxury brands and build customer experiences worthy of the high-end market. It’s time to go beyond retail management and general marketing strategies to the fast-paced world of luxury goods and services.
1. Luxury Management
Learn strategies and skills for managing luxury brands within the hotel and tourism industry. You will analyze the essence of a luxury brand and learn marketing techniques and trends to better position your services. You will learn how luxury brands are created and how to properly communicate the value of your brand.Concepts and applications will be introduced through textbooks, selected journal articles and field visits.
Course Highlights:
- Evaluate and discuss the essence of luxury brand management. Address the brand potential that exists in luxury activities, and how luxury-goods businesses should be conducted on a daily basis
- Analyze and critic the specificities of luxury goods marketing, the long term trends in the luxury industry and the changing shape and definition of the luxury sector
- Analyze and evaluate luxury brand management research journals
- Identify luxury brand and experience problems within the hotel and tourism context, and apply research skills and techniques to solve these problems
- Analyze and appraise related numerical and graphical data regarding managing luxury brand and experience, and develop solutions for industry practitioners
Course Duration: 8 weeks (6-8 hours/week)
2. The Luxury Industry: Customers And Luxury Experiences
Though ‘luxury’ is an established topic, the industry is very much alive and constantly evolving, with changing definitions through time, cultures, and industry.
On this three-week course, you’ll investigate the origins and heritage of the luxury industry before examining the evolution of customer experience (CX), as well as developments for the future. This course will help you gain a practical insight into how companies offer contemporary experiences that foster the relationship between brands and their loyal customers.
Course Highlights:
- Explain the development of the luxury industry through time.
- Explore the relationship between luxury brands and their loyal customers in creating luxury experiences.
- Investigate future market offers that strengthen customer relationships.
Course Duration: 3 weeks (3 hours/week)
3. Digital transformation & Big Data in The Luxury Industry
Master the digital opportunity has become a strategic competency for luxury brands. The recent Coronavirus pandemic reinforced, even more, the importance of digital management for luxury companies. More than ever, luxury companies favour talents with “digital colors”. Indeed, those skills become critical to succeed and thrive in luxury brand management positions. Do your current digital skills enable you to be a critical player as a Luxury Brand marketer?
What if a Googler (who worked for 8 years with luxury brands) lets you sneak in one of his lectures? This course concisely and comprehensively compiles everything you need to know about digital for luxury brands.
Course Highlights:
- It can grow your career and boost your talent profile in the eyes of luxury firms
- To succeed in a luxury brand management role, you need to sharpen your digital skills and strengthen your profile.
- As the Luxury Industry faces substantial challenges after the pandemic (Bain & Company predicts that global luxury sales will suffer a year-over-year decline of 25% to 30%), it has identified substantial business growth pockets in e-commerce and digital experiences. Digital agility and efficiency have become more strategic than ever.
- With this course, you access exclusive and up to date expert content.
- After viewing this course, you will get the practical knowledge to lead a luxury brand’s digital transformation, with specific tactics and examples in mind, and you will have learned how some luxury brands stood out thanks to digital technologies.
- The material is designed for teaching so that the course is fully supported with visual slides, designed to ease your understanding of complex digital strategies.
Course Duration: 3.5 hours
4. Introduction to Luxury Brand Management
The course is divided into three parts (Introduction to Luxury, Luxury Marketing and Market trends) and includes dozens of real examples from the world of luxury. During the course you will also receive recommendations of reading, movies and websites to follow to further broaden your knowledge on the subject after the course. To keep it short, after completing this course you will understand what the luxury brands are all about and what are the market trends they will need to adapt to in the near future.
Course Highlights:
- Understand what is a luxury brand and how it is different from a mass brand
- Know 5 types of luxury brands consumers
- Define 7P of Marketing Mix and how luxury brands adapt to them
- Name core trends influencing the luxury industry and their consequences for luxury brands
- Name core luxury brands in fashion, cosmetics and other industries
- Give real-live examples from the luxury industry to all of the above points
Course Duration: 3 hours
5. Luxury Brand Management- London School of Business
How do luxury fashion brands stand out from the crowd and successfully communicate what they stand for? Learn the basics of luxury brand management and its works in the fashion industry. This introductory online programme will equip you with the fundamental knowledge and understanding you will need if you aspire to work within the luxury industry.
Course Highlights:
- Developed an insight and understanding of the luxury brand world
- Learnt to identify luxury target customers and their needs
- Developed an understanding of how to build target customer profiles
- Gained a good understanding of brand positioning and its impact on luxury brands
- Learnt various methods to communicate luxury brand values
- Received insider tips on how the luxury industry is changing
- A critical understanding of the theory and practice of luxury brand marketing
- The ever-changing luxury environment within which luxury brands operate.
Course Duration: 3 months
6. Management of Fashion And Luxury Companies
Travel through business models, international development, and product categories with industry influent experts. Adopting a case-study approach, the course presents strategic brand management in luxury and fashion companies as a balancing act: tradition vs. innovation, expertise vs. experimentation, casual vs. stylish; in order to increase the brand value by nurturing the brand heritage and at the same time staying fresh, relevant, and contemporary in the global marketplace. Topics such as .
Course Highlights:
- The impact of new retail channels, new media channels, and new business declinations for the brand and emerging markets will be discussed in the course
- Learn how fashion and luxury companies work and understand their brands, products, retail, and communication strategies
Course Duration: 12 hours
7. Brand Management- eCornell
Through the coursework, you will define the foundational building blocks for your brand purpose by understanding the target audience and crafting integrated marketing communications. You’ll identify opportunities and threats that affect your brand’s market position and determine potential strategies to capitalize on opportunities to strengthen your brand’s position. You’ll then create a brand positioning strategy for your market, and identify various vehicles for marketing communications that would effectively reach the brand’s target market. Finally, you will explore brand assessment and management strategies for the allocation of resources to ensure brand performance is optimized and brand objectives are met.
Course Highlights:
- Develop your brand’s values, personality, purpose, and positioning statement
- Analyze market trends to identify significant challenges and opportunities for your brand
- Build a brand strategy to activate the brand in a competitive marketplace
- Optimize a brand’s position in the brandscape through positioning mapping
- Create a brand plan based on a thorough analysis that positions the brand to deliver on marketing objectives
- Maximize brand activation through superior consumer engagement
- Assess the progress the brand is making based on data and performance indicators
Course Duration: 2 weeks (3-5 hours/week)
8. The Branding Principles of Iconic Fashion And Luxury Brands
This course is designed for those who want to learn how to create a magnetic brand story. You’ll learn the principles of branding for a luxury brand, including how to make your product stand out from the crowd and how to create a memorable experience for your clients. The course will teach you how to create a strong message that resonates with consumers and helps them understand what makes your product so special. You’ll also learn about creating an emotional connection between your customer and their experience with your products or services, which is essential if you want them to come back again and again.
Course Highlights:
- How to establish your Brand elements
- How to create an effective Brand story
- Luxury market branding strategies
- Creating an emotional connection with your clients
- Understand the specificity of a Brand in Luxury
Course Duration: 33 mins
9. Luxury Brand Management- Reed
There is a growing need for professionals in the thriving luxury brand sector which has become a driving force in the success of the fashion industry. Experts in this field know exactly how to position their products, understand their role in the market, and build relationships with their customers. If the world of luxury brands excite you, perhaps luxury brand management is the career for you.
Course Highlights:
- Gain expertise in balancing the established fashion business along with luxury management strategies
- Approach and examine solutions to various pressing issues
- Understand the importance of branding and how to deal with high-end clients
Course Duration: 12 months
10. Building And Managing a Luxury Brand
This course is designed to help you understand the trilogy of luxury and how history has played a key role in the very definition of luxury brands and the journey ahead. You will learn about global luxury brand strategies and principles of brand architecture through an interactive and discussion-based teaching methodology. You will evolve as a successful luxury brand manager with a diverse skill-set and learn how to build and manage luxury brands across multiple sectors and markets.
Course Highlights:
- Learn how to become a luxury brand manager
- Understand the core concepts of the brand universe and brand architecture
- Learn luxury brand concepts and strategies
- Learn multiple tools and methods used by successful global luxury brand managers
Course Duration: 4 weekends (every Saturday)
11. Luxury Brand Management Online Short Course
How do luxury fashion brands stand out from the crowd and successfully communicate what they stand for? Learn the basics of luxury brand management and how it works in the fashion industry. This introductory online course will equip you with the fundamental knowledge and understanding you will need if you aspire to work within the luxury industry. This course is ideal for anyone who is working or wants to work in luxury fashion management, and wants to develop their practical understanding of the luxury brand world.
Course Highlights:
- Developed an insight and understanding of the luxury brand world
- Learnt to identify luxury target customers and their needs
- Developed an understanding of how to build target customer profiles
- Gained a good understanding of brand positioning and its impact on luxury brands
- Learnt various methods to communicate luxury brand values
- Received insider tips on how the luxury industry is changing
Course Duration: 4 weeks
12. Luxury Brand Management
The course is aimed at individuals wishing to build careers in the fledgling luxury sector in the Middle East & across the world. The course is suitable for individuals seeking professional roles both at the operations and strategic levels in management, marketing, branding, advertising, buying, PR and communication across various luxury sectors such as fashion, lifestyle, automotive, jewelry, accessories, services and other industry verticals. The training course can be undertaken by those already working in the industry or those looking for a career change.
The course also allows working professionals to enhance their skills and attain global exposure through a globally directed training. The Luxury specialization covers all aspects of this industry starting from introduction to key concepts and brands, marketing & retail for luxury goods, branding & communication to inisghits into various professional opportunities in luxury. Students often work on live industry projects commissioned by global brands, thus forming case studies and industry experience to enter into the growing sector both in UAE and globally.
The optional industry FAD Europe Tour gives a unique and exclusive opportunity to engage with global brands, designers, industry and visit the fashion weeks across London, Paris and Milan to give them an unparalleled global exposure and networking opportunity.
Course Highlights:
- The course is assessed through projects and assignments on a continuous assessment basis for professional development
- The learning is achieved within a global context to prepare individuals for the fast growing and exciting careers at various levels within the fashion and luxury sectors
Course Duration: 3 months
