This course offers an overview of the international luxury industry with its major players and trends and analyzes luxury brand communications and strategies including digital initiatives and, ethical and sustainable practices while highlighting the challenges faced by brands as they balance their history and expertise with the increasing demands for innovation and digitalization. Questions that are answered include: How have luxury brands from a wide range of industries evolved over time. What makes luxury brand management so specific? How do creativity and craftsmanship help to build a unique relationship between luxury brands and their loyal consumers? This intensive course provides participants with a good understanding of key branding and marketing frameworks through analysis of recent art related case studies. At the end, a short exercise in luxury brand strategy is included for participants to apply their newly gained knowledge.
The Principles of Luxury course features guest speaker Dr. Federica Carlotto, Program Director of MA Luxury Business at Sotheby’s Institute of Art-London. Dr. Carlotto will approach the understanding of luxury and its industry from a cultural perspective. This will include exploring the evolution of luxury, the relevance of cultural capital in branding, and how luxury companies build their cultural salience against the shifts of the market.
Faculty, Online Premier
Francesca Danzi is a Luxury Advisor, Executive & Leadership Coach and transformational leader with over 20 years of experience with international brands including Chanel, Burberry, and Tory Burch. Former associate director with Deloitte Digital and advisor for accelerator programs like NYFTL and Startup Bootcamp, Francesca has proven expertise in business design and scaling strategies. Ex-Ballet dancer, she has always been immersed in the creative industries, from performing arts to advertising, from music to fashion. She is globally recognized for her expertise in leveraging data and technology to drive innovation and design human-centered experiences in fashion and luxury brands.
Read MoreDay 1: A look into what luxury means to consumers today
Day 2: How can exclusivity be made inclusive?
Day 3: Technology as an enabler of new customer relationships
Day 4: The long-lasting connection between luxury brands and the arts
Day 5: How do brands appeal to new consumers whilst retaining core brand values consistent with an existing client base?
This live online course is delivered with live-streamed lectures featuring group discussion and QandA. All live sessions are also recorded and available in the course platform typically within 24-48 hours for participants unable to attend the posted times. The course will include a final project with personalized feedback from the course instructor. All participants will have access to the recordings for an additional 30 days after the final course lecture.
Review the online course Terms and Conditions.
For successfully completing this course, you receive a verified Certificate of Completion from Sotheby’s Institute of Art as well as 6 IACET Continuing Education Units. *
Our digital certificates allow you to share new skills with various social media platforms, including LinkedIn. Successful completion is defined by each instructor in the course syllabus and consists, at the least, of regular, thoughtful participation in online activities and timely submission of assigned papers or projects.
*As an IACET Accredited Provider, Sotheby’s Institute of Art offers IACET CEUs for its learning events that comply with the ANSI/IACET Continuing Education and Training Standard.