COURSE STRUCTURE, CURRICULUM & MIND MAP
LUXURY BRAND STRATEGY
TARGET CLIENT & ART OF LIVING
PRODUCT STRATEGY: THE CODES OF LUXURY PRODUCTS
BRAND EXPERIENCE
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Brand Experience
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From Experience to Transformation
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How to Design Your Brand Experience Step-by-Step
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Case Study: The Ritz-Carlton Hotel
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Why luxury fashion is breaking into the experiential hospitality space
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How to create a Safe Space for your customer in-store and online
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Secret & Intimate Retail Experiences
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Case Study: World of Niche
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Ten leading innovations in Luxury Retail
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Personalized Online Experience
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The Building Blocks for creating Engaging Digital Experiences
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How to create Tailor-Made Online Shopping Experiences
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Case Study: Gucci 9 Hub
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Case Study: Burberry ARKit
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Case Study: Kenzo Shopping League Game
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How Tiffany & Co. built a Diamond Digital Marketing Strategy
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Digital Personalization Tactics Checklist
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Best Practice n.1: Framing a Narrative for Sustainable Luxury Brands
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Best Practice n.2: Bridging Online & Offline Experiences with Partnership & Co-Creation
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Best Practice n.3: Technology, Sales Channels, Communication & Production Tools
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Best Practices in Luxury Marketing, Sales and Retail
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Best Practices Checklist + Q&A
BRAND MANAGEMENT: SYMBOLIC VALUE & HERITAGE
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Symbolic Value in Luxury Brands
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How you can emphasize your brand’s symbolic benefits
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How to build a long-lasting heritage brand
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Timelessness, High-Quality Craftmanship and Prestige
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Heritage: Past becomes the Future
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Heritage Marketing resonates with consumers in China
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Symbolic Value Checklist
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BONUS | Case Study: Louis Vuitton: Heritage as a competitive sustainable advantage
BRAND MANAGEMENT: EXCLUSIVITY & DELIVERY OF BRAND'S PROMISE
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How to create perceptions of exclusivity
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Brand Intimacy
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The Most Intimate Luxury Brands
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Authenticity
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Authentic luxury whispers, It doesn't shout
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The new rules of luxury Pop-Ups
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Authenticity: The Company Organization
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Luxury Added Value
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The Only Pricing Strategy for a Luxury Brand
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Tactics to create Exclusivity: Checklist
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Resilience
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What happens to Luxury during a Recession
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Strategies to Overcome a Recession
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Case Study: Rolls-Royce and the Luxury Age of Post-Opulence
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Conclusion + Q&A
UNCOMPROMISING DELIVERY ON SUPERIOR BRAND PROMISE
PLAN YOUR STARTUP LUXURY BUSINESS
CERTIFICATE OF COMPLENTION
BIBLIOGRAPHY
