Luxury Brand Management

The ultimate focus of luxury brand management is to maintain creating outstanding experiences. Several businesses are seeking for graduates with innovation and creativity, as well as media skills, product design, brand experience, and service development.

Experts in the administration of luxury brands understand product positioning and the function it plays in the market. They also look at the brand’s relationship with its customers. The luxury brand manager’s responsibilities also include recruiting and keeping customers, as well as enhancing the company’s organizational and practical administration. Students eventually become specialists in making key decisions related to brand reinvention and expansion. They also learn how to identify weaker items in a collection.

Analyzing the target audience and marketing, as well as research on how luxury companies perceive their brand positioning, provide a strong foundation for establishing a brand strategy. It is widely acknowledged that the usage of social media has transformed communication.

Luxury management has grown in prominence since the luxury sector has experienced significant changes in recent years. New and rising businesses are seeking for someone who can compete with existing brand campaigns through promotional and inventive marketing strategies. Major brands are also venturing into and expanding into new markets that are outside of their core domains. Meanwhile, an increasing number of consumers are exhibiting a strong interest in branded luxury goods.

Who is it for?

This program is perfect for anybody who works or wants to work in luxury fashion management and wants to have a practical grasp of the world of premium brands.

Study Mode Start Date Certification Learning Hours Price
Campus 14th June 2021 Luxury Brand Management 35 Hours £1.200
Online Flexible Luxury Brand Management 35 Hours £850

Programme Structure

Marketing and Management

  • Analyse complex marketing challenges based on practical case studies
  • Allocate resources strategically to achieve pre-determined objectives
  • Craft brand DNAs allowing for the achievement of a sustainable competitive advantage

Business Issues

The capacity to listen and interpret markets’ signals is a critical component of today’s managers. It needs to be continuously cultivated. Within this module grouping, students will discover the peculiarities of the luxury industry from an economic and financial viewpoint.

Distribution and Rental 

In the past 30 years, the distribution strategies of the most famous luxury brands and conglomerates have gone through a dramatic change. Tightening control of the distribution channels, creating shopping environments that tell stories, increased utilisation of the internet are only a few topics that the programme will cover in the modules of “Distribution and Retail.”

Luxury Environment 

The concept of rarity has traditionally been associated with the idea of luxury. However, while scarcity is still an essential factor in determining the value of a luxury brand, terms such as “exclusivity” or “space” are now powerfully resounding within customers’ minds as alternative descriptors. In this module, grouping students will study the historical evolution of the luxury industry and explore macro trends that structure the different international markets.

Luxury Lifestyle

The series of seminars comprised within the “Luxury Lifestyle” module grouping will allow our students to experience diverse industries and give them more specific insights on each of them. Topics such as Haute Couture, Jewellery, Luxury Watch Making, etc., will be covered by specialists of the sectors who will guide the students through their discovery process.

Luxury Brand Concepts 

The Concept of Luxury Brands characterises luxury products and brands and distinguishes similar concepts such as premium and masstige and differentiate between significant types of luxury products and brands such as available versus exceptional luxury products and connoisseur versus star brands.

Intercultural Issues in Luxury 

The world of luxury is changing beyond recognition, and it’s harder for brands to remain relevant today. Luxury is all about meaning: the very essence of luxury is based on the inflation of its symbolic value over the functional significance of its goods and services.

Luxury Industry and Digital Business

It is now time for luxury brands to embrace digital fully. But to do so, technology needs to be a central part of a brand’s business, not just an afterthought.

Brand Innovation and New Product Strategy

New product development is a type of innovation that brings new value through a new product. All innovations are not new product development, and some can be in the form of just new ideas or change in processes, the way things work etc.

Learning Outcomes of Luxury Brand Management

  • 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.
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