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Summer Worshop Brussels : Luxury Brand Management

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Rue de Stassart 48

48 Rue de Stassart

1050 Ixelles

Belgium

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Description

This course is taught by Dr Pascal Portanier, Ph.D in Luxury Brand Management, and who has 20 years’ experience in marketing and design for luxury brands such as Karl Lagerfeld, Rodier, Rosenthal, Lancôme, Clarins, Institut Guinot...

Dr Portanier is a worldwide expert in the field, and has been giving seminars for the last 10 years in the most prestigious universities in Monaco, London, Dubai, Moscow, Beijing and Lisbon. Furthermore, Pascal, former Senior Manager at Accenture Consulting, is delivering consultancy on their branding and design strategies to high end companies in the Middle East, South America and Asia.

Course description

This intensive course of 600 slides explores the luxury universe of the ready-to-wear, haute couture, accessories, cosmetics, perfumes and licence products. Analysing the branding strategies, the design of the collections, the retail and communication aspects, Dr Portanier is introducing participants to the latest and practical techniques in luxury brand management.

Course program

The program of this course, full with real case studies, includes:

  • Luxury marketing strategies and product differentiation.
  • Luxury fashion and product design. Creative researches.
  • Trend forecasting, trend books and utilisation of colors.
  • Product semiotic analysis and decoding.
  • Job descriptions in luxury companies.
  • Packaging and product display strategies.
  • Luxury windows and interior design shops.
  • Production techniques of luxury goods.
  • Cost study, margin and selling price.
  • Luxury consumer analysis.
  • Communication strategies and budgets.
  • Advertising campaigns and Internet web sites analysis.
  • Digital social media in the luxury sector.
  • Analysis and secrets of successful luxury brands.

Furthermore, students will work on a group project, including the marketing strategy and the design of a new product for a luxury brand, which they will present the last day of class.

In English

No prerequisites

Classes from August 27 to September 1st

Deadline to register : June 30

If you have any question, send us a mail at :info@modesignacademy.com

Tuition fee : 1200 euros


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Rue de Stassart 48

48 Rue de Stassart

1050 Ixelles

Belgium

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