Principles of Luxury

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.