Luxury Brand Management Course

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Luxury Brand Management Course

  1. 1. Luxury Brand Management and Product Design Course 06 to 10 June 2011
  2. 2. Luxury Brand Management and Product Design Course 06 to 10 June 2011 Taught by Dr Pascal Portanier, a French professor in design management, with 20 years experience in marketing and design for luxury brands, such as Lagerfeld, Lancôme, LOréal, Clarins, Biotherm, Rodier, Guinot and Dior. PHD in Management Professor at the International University of Monaco; London College of Fashion-University of the Arts London; Beijing-University of International Business and Economics; Consultant in the Luxury field Former Designer for Luxury Brands
  3. 3. Luxury Brand Management and Product Design Course 06 to 10 June 2011 Selling Luxury means selling feelings
  4. 4. Luxury Brand Management and Product Design Course 06 to 10 June 2011 The course includes: •Luxury brand analysis and marketing strategies •Product semiotic analysis (signs and symbols decoding) •Luxury product development process •Trend forecasting (colours/trend books) •Packaging and display strategies •Luxury windows and exhibition stands •Product name brainstorming •Production cost study and selling price •Consumer analysis theories •Luxury communication strategies •Advertisement analysis •Website analysis and evaluation
  5. 5. Luxury Brand Management and Product Design Course 06 to 10 June 2011 Course summary: CHAPTER 1: Marketing Strategies in the luxury field Luxury brands and identity theories. Brand extension theories and diversification strategies. Core competencies in the luxury field: Guerlain, Lalique, Boucheron. CHAPTER 2: Luxury product development Luxury product positioning. License products and contracts: the PORSCHE case study. Luxury product development phases. Job description: product manager. CHAPTER 3: Semiotic analysis Semiotic theories and products identity analysis: Jean Paul Gaultier, Yves Saint Laurent, Hermés, Helena Rubinstein e Chanel. CHAPTER 4: The differentiation strategy in the luxury field The innovation value scale: Lon, middle, high, unfaithful innovations. Products analysis: Bulgary, Valentin, Guess, Dior, Swatch. Design innovation: the Starck case study. The Oakley case study: points of parity and points of difference. CHAPTER 5: Luxury product design The competition analysis in the luxury world. The linear perspective and the vanishing point. Rough board developments: the Nina Ricci case study. Civilizations as inspiration sources: Aztec, Greek, Egyptian...
  6. 6. Luxury Brand Management and Product Design Course 06 to 10 June 2011 CHAPTER 6: The marketing themes Kenzo flower model. Andy Warhol can of soup & Jean Paul Gaultier. Christian Lacroix “C’ est la vie”. Chanel n 5 and Chanel for men “Egoiste”. Recognition test of luxury products. CHAPTER 7: Colors and trendbooks Pantone colors & colors symbolics. Promostyle company Exotic trendbook: Longchamp Paris. Color trendbook: Clinique, Dessange. CHAPTER 8: Packaging innovation Job definition: Packaging Manager. Packaging examples: Versace, Clarins, Lancome. Packaging creations: Dior, Jean Paul Gaultier, Dolce Gabanna. CHAPTER 9: Display innovation Job definition: Display Manager. Display examples: Lancome, Fred, Estee Lauder. Job definition: International Window Displays Manager. Window display examples: Celine, Scherrer, Rolex.
  7. 7. Luxury Brand Management and Product Design Course 06 to 10 June 2011 CHAPTER 10: Research of marketing names. Research strategy and semantics. Inspiration sources and brainstorming methods. Symbolic of the names: “Magie noire”, “Angel”, “Audace”... Case study: Deci-Delá, Nina Ricci. CHAPTER 11: Luxury Stands and exhibitions Job definition: International Stands Manager. List of professional luxury exhibitions. Exhibition maps study. Stands conception and innovation. CHAPTER 12: Luxury pricing Production cost: fix costs and variable costs. Margin and quantity in the luxury field. Case study: Nina Ricci “Deci-Delá, body cream and packaging. CHAPTER 13: Luxury consumer segmentation The Vals framework in the luxury field. Luxury consumer behaviour. Consumer perception & luxury products: the Gestald theory.
  8. 8. Luxury Brand Management and Product Design Course 06 to 10 June 2011 CHAPTER 14: Luxury communication Luxury logos. Actual & desired image. Tangible & intangible values. Methods to establish a communication budget: Hermés case study Advertising analysis: Sonia Rykiel, Remy Martin, Rochas, Diesel, Versace, Sysley. The comprehensive communication model. The model of consumer decision making: Lancaster, Lancel, Chloe. CHAPTER 15: Luxury internet Luxury internet & marketing. Jean Paul Gaultier web site analysis. Chanel web site analysis. Porsche web site analysis. Web site evaluation system. Home page, design, synopsis: L’oreal, Cartier. Profiling techniques & customized services: Helena Rubinstein Up-selling, cross-selling, online-selling: Custo Barcelona. CONCLUSSION OF THE COURSE
  9. 9. Luxury Brand Management and Product Design Course 06 to 10 June 2011 Course Content In deph and up-to-date study of the luxury & design world: -Accessories, perfumes, cosmetics; -Licence products; -Display; -Packagings; -Exhibitions, stands; -Luxury window display; -Luxury brands web sites; -Advertising. 600 slides showing Luxury products analysed in terms of: -Marketing strategy; -Product design; -Semiotcs; Feasibility study; Production Cost.
  10. 10. Luxury Brand Management and Product Design Course 06 to 10 June 2011This course comprises an in-depth study of the luxury and design world, including accessories, perfumes, cosmetics andfashion products. It is suitable for students/professionals involved in design, marketing, product or project management,communications, merchandising, online sales and exhibitions.Youll undertake a group project for a luxury brand, including the design of a new product and the relevant marketingstrategy.
  11. 11. Luxury Brand Management and Product Design Junho 2011 Place: Golden Tower Hotel São Paulo - Brazil Dates: 06/06/2011 to 10/06/2011 9am to 7pm Luxury Brand Management Course 12:30pm to 2pm Networking Lunch Investment: R$3.600,00 (three thousand six hundred reais) including lunch during the week and coffee breaks. * Os descontos não são cumulativos
  12. 12. Luxury Brand Management and Product Design Course 06 to 10 June 2011 For further information about: Course Objectives, Content and Summary, Please contact Maison du Luxe eventos (+5511) 4119 5733Events Consulting Maison du Luxe Rua Dona Antonia de Queiros, 504 - cj 11 Higienopolis - São Paulo www.maisonduluxeeventos.com

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