In this dynamic and interactive 5-class course, delivered in partnership with LARRY’S LIST, participants will embark on an insightful journey into the world of luxury marketing. Over the span of 10 hours, this course offers a deep dive into the unique and captivating realm of luxury brands, their marketing strategies, and the evolving landscape of luxury consumerism, with a special focus on the Asian market.
The course starts out with an exploration of the fundamental concepts that define luxury, including its historical roots and modern interpretations, and the psychology behind luxury consumption. Participants will gain an understanding of what makes a brand luxurious and how luxury brands differentiate themselves in a competitive global marketplace. As the course progresses, attendees will learn about effective branding and positioning strategies, the art of crafting compelling brand narratives, and the importance of storytelling in luxury marketing. This knowledge is vital for those looking to establish or elevate their brand in the luxury space.
A significant focus is placed on customer engagement and experience, exploring the demographics, preferences, and behaviors of luxury consumers. The course also delves into digital marketing strategies, highlighting the role of e-commerce and social media in the luxury industry, and the impact of influencer marketing.
The final session looks forward to the future of luxury marketing, discussing emerging trends, the importance of sustainability and ethical practices, and strategies for adapting to the evolving luxury market.
This course is designed not only to educate but also to inspire, thanks to a mix of lectures and case studies delivered by the course leader and esteemed guest speakers from the field.
Read more about the Sotheby’s Institute of Art partnership with LARRY’S LIST.
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 More
Day 1: Introduction to Luxury Marketing . Defining Luxury: historical and modern perspectives. The psychology of luxury: understanding the luxury consumer mindset. Overview of the luxury market: global trends, with a focus on Asia.
Day 2: Luxury Branding and Positioning. The Art of Branding: creating a luxury brand identity. Positioning strategies: differentiating luxury brands in a competitive market. Storytelling in luxury marketing: crafting compelling brand narratives.
Day 3: Luxury Consumer Behavior and Customer Engagement. Understanding the Luxury Customer: demographics, preferences, and behaviors. Customer Relationship Management: building long-term relationships with luxury clients. Creating exclusive experiences: the role of exclusivity and personalization.
Day 4: Digital Disruption in the Luxury Sector. Focused on the impact of digital technologies on luxury marketing, this session examines the strategies luxury brands use to adapt to promotion themselves in the digital age. It includes discussions on e-commerce, digital & influencer marketing, social media engagement, blockchain and AI.
Day 5: Future Trends and Sustainability in Luxury Marketing. Sustainability and Ethics: the growing importance of responsible luxury and attention given to the circular economy, ethical production, and regeneration commitments: We will analyse how brands adapt to sustainable future imperatives.
We highly encourage participants with at least 3 years of post-graduate work experience for a smooth and successful course experience. A general knowledge of the contemporary art world and market will also benefit participants .
Courses are open to participants 18 years of age or older.
For more information, please see our Terms and Conditions.
Understand the essence of luxury marketing
Acquire insights into luxury consumer behavior
Be familiar with ethical practices in luxury marketing
Embrace digital transformation in luxury marketing
Course participants take away in-depth and valuable insight into the current and future art world. Those who successfully complete their course will receive a certificate of completion from Sotheby’s Institute of Art.
Sotheby’s Institute of Art course participants come from all over the world, from a wide variety of backgrounds. As they study, travel, and explore the art world alongside each other throughout the program, fierce and long-lasting collaborations are frequently born. Individuals who complete these courses join our network of over 8,000 past participants round the globe who hold top positions at renowned art organizations.