Understanding Luxury : from yesterday to today
MASTERCLASS
UNDERSTANDING LUXURY: FROM YESTERDAY TO TODAY
Luxury is a universe of its own. While it evolves with the changes in the world, exploring new territories and adopting new languages, it remains inherently governed by its own values and codes. Luxury transforms, but never denies itself. Understanding luxury’s history, codes, and new paradigms is essential to accurately address the issues that arise today in the fields of marketing, merchandising, communication, and the sale of luxury products.
Objectives
Target Audience
Acquired Skills
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Objectives
- Understand the singularity of a luxury brand
- Define its attributes and constitutive traits
- Enhance the luxury brand through its history and roots
- Understand the mechanisms that elevate brand value
- Instill vision to marketing teams and sales representatives to strengthen and enrich their approach to their profession
Target Audience
- Luxury companies
- Companies with high added value in terms of image (cosmetics, automotive, fashion…)
- Consulting firms eager to understand value mechanisms
- Luxury professionals: product managers, sales teams, marketing teams, creative teams, retail teams, PR…
- Any professional eager to better understand the specific mechanisms and drivers that instill value in luxury brands/products/services
Acquired Skills
- Better understanding of luxury and its historical and symbolic references
- Good comprehension of value creation drivers
- Broad understanding of the diverse mechanisms in the luxury sector (vision, design, marketing, communication, sales…)
- Resources to more efficiently address their job and expand their discourse
- Generate value in the practice of their profession and improve professional performance.
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- In-person or Remote
- Alternation of theoretical input and sessions of reflection/work in groups.
- If desired, at the end of each module, a multiple-choice questionnaire will be available to verify the proper acquisition of skills
Starting from €2990 (+VAT)
This training can be funded by your company's OPCA (Agefos, Fafiec, Opcalia...) or by the Fongecif in your region. It can also be taken within the framework of the DIF, CIF, or a professionalization period.
➤ The genesis of a luxury brand
➤ The distinctive features of a luxury brand.
➤ The birth of a luxury brand and its construction over time
➤ Territories for expressing a brand’s vision
➤ The codes of luxury
➤ New challenges and paradigms of luxury
➤ Luxury throughout history
➤ French luxury: genesis and specificities
➤ Influence and inspirations from the country of origin
➤ Meaningful and symbolic aspects of luxury.
➤ Fundamental characteristics of luxury