LUXURY BRAND MANAGEMENT EXECUTIVE COURSE

Transcription

1 LUXURY BRAND MANAGEMENT EXECUTIVE COURSE

2 PROGRAM AIMS The Luxury market, both in Portugal and Worldwide, continues to be very attractive for companies and brands, a sector characterized by high profitability and growth rates. Managing Luxury products and services is a challenging task, which requires a careful balance between creativity and design as well as brand image and corporate objectives. The Luxury Brand Management Executive Course is an intensive five day course, which offers a unique opportunity to blend theory with practice. Thanks to the joint diploma brought together by two prestigious universities: London College of Fashion and ISEG, this exclusive program offers an in-depth knowledge of the Luxury Market, tutored by Dr. Pascal Portanier, one of the world s 13 PhDs in Luxury Brand Management with extensive work experience in the Luxury Market. Participants will be able to share the expertise of guest speakers from well-known international luxury brands from a variety of sectors both products and services. Exclusive to the Luxury Brand Management Executive Course is the Luxury Day, whereby participants will have personal access to and experience first-hand what Luxury consumers are all about. The Luxury Brand Management Executive Course includes a final Consulting Day, where each participant has the opportunity to present his/her own company/brand and listen to a personalized consulting service provided by Dr. Pascal Portanier.

3 PROGRAM CONTENT DAY 1 14 MARCH DAY 2 15 MARCH DAY 3 16 MARCH 1 MARKETING STRATEGIES IN THE LUXURY FIELD Luxury brands and identity theories. Brand extension theories and diversification strategies. Differentiation strategies : MONCLER case study. 2 LUXURY PRODUCT DEVELOPMENT Luxury product development phases. Luxury product positioning. Job description : product manager. 3 LUXURY PRODUCT DESIGN Phases : themes, competitive analysis, mood board : LONGCHAMP. Phases : trend book & promostyle, product & fashion design : JEAN PAUL GAULTIER. Inspirations sources : MATISSE, YSL, ANDY WARHOL, LACROIX, JC DE CASTELBAJAC. Colours semiotics, Pantone. MARY KATRANTZOU case study. The 6 principles of design. JEAN PAUL GAULTIER case study. 4 SEMIOTIC ANALYSIS The semiotics techniques. Semiotic analysis : JEAN PAUL GAULTIER dress, VUITTON bag, HERMES perfume, HR cosmetics. Semiotic analysis perfume CHANEL N 5 & perfume EGOISTE.

4 5 PACKAGING INNOVATION Job definition : Packaging Manager. Packaging analysis : VAN CLEEF & ARPELS, DIOR. Packaging creations : DIOR, JEAN PAUL GAULTIER, DOLCE & GABBANA. 6 PRODUCTION TECHNIQUES, COSTS AND PRICES OF LUXURY GOODS Techniques: Fine jewellery, embroidery, haute couture, plastic and metal injection moulding, ceramic. Production costs: fixed and variable costs. Analytical accounting per product. Case studies: NINA RICCI cosmetics and VERSACE porcelain. Margins and quantities in the luxury field. 7 LUXURY CONSUMER ANALYSIS Consumer segmentation criteria and board. The 4 types of luxury clients. Consumer motivation and the Maslow s hierarchy of needs. Consumer perception and Gestalt theories. 8 LUXURY COMMUNICATION Objectives of the PR and Press department. The CHANEL mobile art. The 3 types of sponsoring. The CARTIER foundation. 9 LUXURY INTERNET Web site evaluation system : Home page, design, synopsis. Profiling techniques & customized services : VUITTON. Up-selling, cross-selling, online-selling : NET A PORTER. Web sites analysis: CHANEL, PORSCHE, BULGARI, MAUBOUSSIN.

5 OTHER CASE STUDIES OF SUCCESSFUL NEW LUXURY BRANDS THAT WILL BE DISCUSSED ZADIG & VOLTAIRE CHRISTIAN LOUBOUTIN VIKTOR & ROLF SHANGAI TANG DAY 4 22 MARCH LUXURY DAY The ultimate Luxury Experience. A day immersed in Luxury products and services complete with direct access to a variety of guest speakers from well-known Luxury brands, as well as the personal experience of both Luxury products and services hands-on. Guest speakers, both International and Portuguese, from a number of different Luxury product areas such as haute couture, fashion and accessories, cosmetics and the car industry as well as real estate and hotel luxury services will be confirmed at a later date. Be prepared for a Luxury Day full of surprises! DAY 5 23 MARCH CONSULTING DAY An opportunity for participants to discuss topics related to the development of specific luxury brands as well as their own businesses. Preparation and presentation of each participant s company or brand, followed by group discussion and the tutor s professional consulting solutions for each case study. Topics chosen among the following: Developing a targeted and strong brand identity Optimisation of collections and styles New product/collections development Developing creativity and building new creative skills Display stands and exhibitions: the trategic role of sales tools How to optimize your internet website Advertising, Press and Communications campaigns Targeting a new market

6 TUTOR DR. PASCAL PORTANIER Dr. Pascal Portanier is a French professor in luxury brand management who has an extensive educational background and has been working for 20 years as a designer or project manager for luxury brands such as Lagerfeld, Lancôme, L Oréal, Clarins, Biotherm, Rosenthal, Guinot and Rodier. Dr. Pascal Portanier has an MBA and a PhD in Luxury Brand Management. Most recently Pascal has been employed as a senior manager at the consultants Accenture and has been lecturing on luxury brand management and product design at the London College of Fashion University of the Arts, as well as other educational institutions in Monaco, Beijing and Dubai. WHO SHOULD ATTEND Professionals in the Luxury sector; Professionals who are interested in working in the Luxury sector; General managers; Brand managers; Marketing managers; Product managers; Communication and PR managers; Creative directors; Communication Agency Executives; Entrepreneus, among others. COURSE COORDINATION HELENA FERREIRA PINTO Assistant professor ISEG ISABEL JORGE DE CARVALHO Executive Director Global Press-Communication&PR Consulting PAULA MATEUS Director Vogue Portugal

7 GENERAL INFORMATION DATES March 2013 (5 day course) Thursday, Friday, Saturday (14,15,16 March): 9h00-18h00 Friday (22 March): 9h00-18h00 LUXURY DAY Saturday (23 March): 9h00-18h00 CONSULTING DAY LANGUAGE English TUITION FEE 1,950 eur This fee includes Luxury Welcome kit, LUXURY DAY events, all documentation, coffee-breaks, lunch and parking, 250 eur on registration 1,700 eur up to 8 March DIPLOMA Joint diploma University of the Arts London - London College of Fashion and Technical University of Lisbon - ISEG LOCATION ISEG Rua do Quelhas, Lisboa PISO 4 - Anfiteatro 1 INFORMATION Please contact us directly for more information and for an application form Ana Gonçalves Zuzarte [email protected] tel mob APPLICATIONS Please submit your application on DEADLINE 4 March 2013 Limited places.

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