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MASTER IN MARKETING OF LUXURY GOODS

Luxury and the stigma of Conspicuous Consumption - Competition

identify a luxury company locate in your home country that, in your opinion, has understood the recent evolution in the ways luxury brands and services are being consumed, and has started to implement the change... »

The new Master in Marketing of Luxury Goods has been designed based on the idea that the acquisition of an eclectic set of competencies, which combines managerial, organizational, creative and multidisciplinary skills, has become the key to successfully operate in a highly competitive sector such as that of luxury goods.

Over the last few years, economic, political and cultural changes have been reshaping the luxury industry. Despite the recent acute economical crisis in many countries, the luxury sector as a whole has been witnessing an incredible growth, which shows no signs of slowing down. Its customer base is shifting dramatically, as wealth continues to spread to new parts of the globe.

The concept of luxury and luxury goods is changing.

The proliferation of luxury goods is being made accessible, at some level, to many millions more.

Yet, the concept and definition of luxury are becoming more and more blurred.

Historical luxury brands have launched more accessible brands, products and services. Some other premium and lifestyle brands have engaged in “trading up” strategies.

Luxury consumers are changing.

A younger generation of luxury consumers has grown tired of the usual offerings. They also have more money to spend on luxury purchases and are looking for new types of goods and services.

Rather than flash and luxury, more and more consumers are now seeking discretion, special access, surprise, sense of humour and even secrecy.

In the aftermath of the economical crisis, new luxury consumers want more quality, meaning, authenticity, emotion and connection. They are more about 'being' versus 'having'.

Luxury brands are also facing different luxury consumers around the world, with different maturities, attitudes and expectations.

Luxury traditional distribution and communication channels are changing.

Some large luxury companies are quickly developing their retail power, and multiplying retail formats. Online luxury, once an oxymoron, is now omnipresent.

The Internet is giving consumers a voice. Traditional advertising is evolving fast. The advent of digital and social media is influencing the way luxury companies communicate and dialog with their customers.

In order to fully size the opportunities arising from the recent changes, luxury companies, large or small need to evolve and rethink their business models in order to serve a more discriminating and demanding consumer. And they need to recruit managers with new skillsets, which this Master Course is intending to provide.

MATERIALS

Master Handbook

APPLICATION DOCUMENTS

Application Form

HOW TO APPLY

Admission Guidance
Financial Aid