October 2024
Flexible | Online | Luxury Brand Management | 3 Months | £850 |
---|
Passionate specialists who keep up to date with the latest trends in their field.
Trainers have assessed annually on the quality of their delivery and delegate engagement.
Theory and practical based training to take back to the office which leads you more.
No more than 25 people to ensure you get the most from our trainers.
As a participant in the Luxury Brand Management Programme, you will be equipped with the skills to navigate the intricacies of luxury brand leadership, forging a path for future generations of visionary executives. Together, we will shape a more inclusive and progressive landscape within the realm of luxury, where talented executives thrive and drive positive change.
Unlock your leadership potential and propel your career to new heights. Please contact us on +44 (0)20 3305 8124 or send us an email to exed @lsbuk.com to discuss your requirements and obtain an application form.
Sales and negotiation skills.
This programme will excell you in confidence, competence, and resilience necessary to excel in sales roles and negotiate effectively in diverse business environments, driving success for themselves and their organizations.
This programme introduces you to the core principles of digital marketing. You gain practical skills and knowledge to develop and execute effective campaigns, drive business growth, and stay competitive in digital marketplace.
Marketing is an essential function for any business. It is not mere sales. It starts before production and helps you understand what you should produce depending on the market demand and condition.
At London Sc hool of Business (LSB) we nurture leaders. “Building Leaders for Business” forms the essence of our existence. We are redefining how businesses operate in London and the rest of the world.
Building Leaders for Business
+44 (0)20 3305 8124
Please enable JavaScript in your web browser to get the best experience.
Ma luxury brand management.
Currently reading: Course overview
Ideal for: experienced professionals looking to understand the global success factors of smart luxury
Our master's in Luxury Brand Management will enable you to blend design thinking and innovation models to redefine the luxury sector for the customer of tomorrow. Armed with customer market data, you will engineer new ways to influence the relationship between luxury brands, high-value services, consumer and market behaviours.
In a recent survey, our postgraduate courses scored 91% student satisfaction for creativity and design, and 93% satisfaction overall.*
* Source: *Postgraduate Taught Experience Survey, 2020
In our unique MA Luxury Brand Management course in London, you will marry creativity and innovation models with an in-depth understanding of the success factors behind smart luxury and the products, services and experiences that have arisen as a result.
With the advent of new technology, luxury markets are more competitive and complex than ever. You will explore the context and influences behind these shifts and help redefine what luxury means in a global context and in the era of Industry 4.0. You will learn to effectively analyse customer market data and really get under the skin of the luxury customer of today and tomorrow.
Do you wish to master the tools and strategies to thrive as a decisive leader in the global luxury market? Once you’ve graduated from our one-year Luxury Brand Management degree, you’ll have everything you need to launch and accelerate a successful career in the world of luxury, whether it's in fashion, travel, wellbeing or other areas of future luxury.
Develop knowledge and research on the luxury sector, especially emergent markets in the BRIC countries, as well as current lead sectors in Europe and North America
Develop a framework for designing a unique brand concept and identity supported by a branding strategy for generating commercial, social and environmental value
Explore the context, scale, scope and shift in strategies within the luxury landscape – its territories, economics, design style and experiential influences
Define ‘future luxury’ in the 21st century in terms of products, services and experience
After studying for your MA in Luxury Brand Management, you will:
Programme specification
A lower second-class honours (a 2:2, or equivalent non-UK qualifications) in a relevant subject, or an equivalent professional qualification in a related subject.
If you are applying directly from an undergraduate degree course without experience or professional practice, you must be able to demonstrate a good knowledge of your chosen subject area.
International
If you have international qualifications, please view our entry requirements per country
In order to be eligible for this course, you will need to be a competent speaker and writer of English. If you require a Student Visa you need to provide us with an IELTS or equivalent English language qualification, which demonstrates a minimum of 6.0 (with a minimum of 5.5 in each sub test) or CEFR Level B2 in each component. Please read the English Language requirements or contact [email protected] for more information.
Selection criteria
We welcome suitably-qualified applicants who are able to demonstrate a good level of skills in areas associated with this subject. To get a holistic view of your ability and aptitude to succeed on the course, we will also consider your enthusiasm and interest in the subject area, how you manage the creative process, previous study and your professional skill-set.
Applications are welcome from a wide range of backgrounds and experience including from students who may not necessarily possess formal academic qualifications. It is important that applicants can demonstrate an aptitude for learning and continued professional development through a research-led approach.
Whether you are a UK resident or an international application, you will need to apply directly to Ravensbourne via our Online Applicant Portal . Each course and mode option has a unique link to apply.
Simply select and click your chosen start date and mode via the 'Apply now' dropdown at the top of this page, and you will be directed to the appropriate page inside the portal.
Learn more: how to apply for a postgraduate course
We want to know why you chose the UK as your study destination, what attracted you to Ravensbourne and the course, and how it relates to or fits in with your plans for the future. We love to hear people's motivations and aspirations, so please make your personal statement, 'personal'.
Using a minimum of 500 words, please use your personal statement to explain:
There are no portfolio requirements for this course.
You can’t learn in a vacuum, which is why industry connection is ingrained into everything we do. Ravensbourne University London will equip you for success in the creative and digital industries. Our tutors are respected academics and practitioners with substantial experience and industry links, while our suite of postgraduate courses has been designed with industry, for industry.
You will be part of a diverse community of creatives, working collaboratively to explore new professional practices. Ravensbourne have strong industry links with a range of high-profile companies, including: Apple, Barclays, the BBC, European Space Agency, Marks & Spencer, Museum of London, the Royal Shakespeare Company, Samsung and many more.
These are the types of luxury brand management jobs you could potentially move into after graduation:
The EventsHub is a flexible space designed to house various industry-facing lectures, presentations, events, launches, promotions, showcases, exhibitions and short courses for Ravensbourne, the local community and across the Design District.
Ravensbourne's prototyping facilities are designed to enable and support experimentation and exploration of materials and making through hi-tech, lo-tech and no-tech facilities. This includes 3D printing, large-format digital print, laser cutting and vacuum forming, Arduino and Raspberry Pi coding and workshop hand-tools.
CreativeLab is Ravensbourne’s own in-house design and media production studio. Working across creative commercial projects, not-for-profit third-sector briefs and internal design and content requirements, CreativeLab combines professional design expertise with employment opportunities on projects for our students and graduates.
We very much welcome applicants from outside the UK. For information on study routes, visa requirements, studying in England, language and entry requirements, application requirements and access to international agents, please visit our international student section.
Quick links:
If you have any questions, we'd love to hear from you.
Get in touch with a member of our admissions team:
T: +44 (0) 20 3040 3998
E: [email protected]
If you have specific queries about being an international student, contact [email protected]
For general information, call +44 (0) 20 3040 3500
You can also chat to our students .
Find specialist information hubs for:
Access expert talks:.
Industry leaders discuss creativity, technology and innovation
Paul Sternberg, Director of Postgraduate Studies, gives you a warm welcome to the In Conversation series.
Speakers from across the creative spectrum talk to him about how they've overcome obstacles to turn ideas into reality and shape their own futures.
Watch more talks now
You might also like.
Share this page:
Please enable JavaScript in your web browser to get the best experience.
Luxury brand management, programme details.
Master how to build, manage and grow a successful luxury brand.
Dive into the world of luxury on this pioneering course, exploring a broad spectrum of businesses from retail and hospitality to automotive and travel. You’ll examine creative and strategic opportunities in the sector and gain valuable insights into both launching and expanding luxury businesses in mature and fast-developing markets.
The first of its kind in the UK, this course teaches you the business behind luxury brands – analysing and forecasting trends, building business plans, managing budgets, developing marketing strategies, leading international teams and delivering unforgettable customer experiences.
You’ll also dive into customer research, events and design – discovering how London’s most esteemed luxury brands attract and retain their premium clientele.
Our esteemed partnership with Walpole, the UK’s official trade body for the luxury sector, provides unparalleled access to luxury leaders like Harrods, Ferrari, dunhill and Tom Ford. Engaging in live industry projects, you’ll gain invaluable first-hand experience – deepening your understanding and positioning yourself at the forefront of the sector. Recently, students have developed expansion strategies with Harrods and digital marketing campaigns with Boodles.
With London on your doorstep, you’ll have opportunities to experience luxury first-hand and join events and activities that reimagine education. Picture yourself:
In your second year, you’ll also join an all-inclusive European study trip, where you’ll delve into the luxury sector overseas. Last year students visited Paris, where they:
In your final term, you’ll complete a dissertation or major project – developing and presenting a new business plan or consultancy project over a four-day period. You’ll graduate confident to pursue brand management roles anywhere in the world – joining alumni at upmarket brands or starting a luxury enterprise of your own.
We do all we can to support you at every stage – and put you in the driving seat, shaping your education from day one:
This course is accredited by the Chartered Management Institute (CMI) – allowing you to register for an additional professional qualification. Registering with the CMI gives you access to a range of opportunities, detailed below, and means (if successful) you’ll gain a Level 7 Diploma in Strategic Management and Leadership Practice.
This can fast-track your professional development – helping you to quickly become a Chartered Manager (CMgr).
Please note, this is an opt-in arrangement and isn't automatic . You’ll be invited to a seminar in your first few weeks, that provides more information and enables you to register, if you wish.
Download course specification
Applying to Regent's is quick and easy. We accept direct applications year-round and there's no application fee. If you haven't received your exam results, you can still apply and we'll issue you with a conditional offer. You just need be clear in your application which qualifications you're currently studying for.
During the application process, you'll have the chance to upload supporting documents, including:
Credit transfer
If you’ve already studied part of your degree elsewhere, you may be able to apply for Recognition of Prior Learning (RPL) and join your new course at an advanced entry point. To apply for RPL, you'll need to state this clearly in your application and provide us with the certificates, transcripts and module descriptions for your previous course.
You can expect to receive a decision on your application within 10 working days. We'll assess whether you meet our entry requirements and will notify you of our decision via email. UCAS applicants will also receive official notification via the UCAS system.
For some of our courses, the selection process may include an interview or audition. They can take the form of a one-to-one interview, a group interview or a portfolio review, which may be conducted by telephone or online. Arrangements of these are made between you and the Admissions department.
If you wish to accept your offer, you must pay your (non-refundable) advance tuition fee deposit. This will confirm your place. Here's how .
Closer to the start of term, our Admissions team will send instructions regarding your registration process. This will include information on completing your online enrolment before you arrive, as well as a checklist of documents you'll need to bring with you to campus.
If you're an overseas student, you'll likely require a visa to study in the UK. Here's how to apply .
There are a wide variety of funding and scholarship opportunities to help you finance your studies. For more information, please visit our scholarships and funding page .
Tuition fee:
Non-refundable advance deposit:
UK students: £1,000 International students: £4,000
Read more about tuition fees .
If you receive an offer for a course, you’ll receive a pro forma invoice. To accept your offer and secure your place, pay your deposit payment as soon as possible.
The remaining portion of your first year’s tuition fees will be due when you enrol. At this time, you’ll receive your invoice for the full year. You can choose to pay for the year in full before the start of your first academic year or in two instalments, spread out across the academic year. The dates of these instalments will be determined by when your course starts.
What do fees include?
Fees cover the cost of all tuition and access to the University’s IT infrastructure and library learning resources. Fees are presented for the first level of study which equates to two terms.
What other costs should I budget for?
You will need to budget additional funds for accommodation and living expenses, travel, and any additional trips, visits, activities or courses that you choose to participate in outside of the tuition offered as part of your course.
The library holds a limited number of copies of core textbooks and where possible in e-format. You will be encouraged to purchase your own textbooks and will need to budget approximately £80-£100 per year, depending on your course.
At Regent's you’ll have the freedom to explore your interests in a supportive and nurturing environment with interactive classes, regular one-to-one contact with tutors, specialist facilities, industry opportunities and tailored careers advice – ensuring you develop the skills, experience and confidence you need to succeed.
We centre our teaching around your individual goals, identifying support you need to thrive. You'll be part of a collaborative environment, that brings all the nuances of the international business world to life in the classroom: facilitating entrepreneurship and teamwork as you explore current issues and propose solutions to real problems.
You’ll pair deep industry knowledge with hands-on experiences, taking part in a blend of learning formats to give your studies context:
You’ll create strategies and business plans, analyse data, develop multimedia assets, work together on pitches and product launches – with access to specialist technological equipment:
Based in London, you'll also have opportunities to meet employers through guest lectures, live briefs, field trips and industry visits – giving you insights into the world of business and enabling you to put theory into practice.
You'll be taught by a variety of business leaders and research-active academics, who regularly have work published in journals and collaborate with institutions, such as BBC News. Their knowledge and experience ensure your classes are shaped by the latest trends.
You'll also attend regular guest lectures with leading brands (from Harrods to McLaren Automotive) – networking and developing partnerships with brands, PRs, CEOs and more. Regent's alumni also return to help mentor students and share their experiences.
You'll also be allocated a personal tutor, who'll meet you on a one-to-one basis at various stages throughout the year to provide you with guidance and advice to support your personal and professional development.
We're really proud of the global nature of our business courses, and our tutors also reflect this ethos – coming from a wide variety of countries and cultures across the world. In every way, you'll feel part of a global family.
Throughout the course, you'll be expected to undertake extra reading, research, revision and reflection, as well as preparing work for workshops, and working collaboratively with other students in preparation for assessment.
Your skills and knowledge will be assessed via a wide range of task-based projects, reports, presentations, blogs, research plans and live and simulated briefs – as well as essays, fieldwork and data collection. It's important to us that your learning and assessment is:
We welcome and support students with a wide range of disabilities and health concerns, including learning difficulties, visual and hearing impairments, mental health difficulties, autism conditions, mobility difficulties and temporary or chronic health conditions.
Our Student Support & Welfare team is here to support you. We ask that you speak with us as early as possible to enable us to support you. Find out more about our disability support and contact us .
We're interested in your potential, as well as your prior achievements – and review each application comprehensively on its own merit.
One of the following qualifications:
We also welcome applications from students who don't meet our entry requirements. To be accepted for exceptional entry, you must:
This will be assessed on a case-by-case basis by academic referral only.
Minimum English proficiency requirement through one of the following qualifications (or equivalent):
Qualification | Subject | Grade |
---|---|---|
GSCE* | English | C (4) |
IB SL or HL* | English A | 4 |
IB HL* | English B | 5 |
US HSD (studied in a majority English-speaking country)* | Grade 11 and above in English | C |
IELTS* | Academic | Overall score of 6.5, with 5.5 or above in each component |
UG degree | From English-speaking countries – defined by the UKVI | Second class |
Please note, we do not accept home/online editions of English language tests.
*Qualification satisfies the English language requirements of the UKVI for non-UK/Irish nationals.
We also offer conditional students a free, online diagnostic test known as the Regent’s English Proficiency Test (REPT). This must be booked in advance. Discover more .
You'll be taught to understand the culture and the practices of international luxury businesses – graduating with the confidence, skills and insight to pursue management roles in the luxury sector. Graduates have secured roles in PR, brand management, hospitality, marketing and advertising – and some have even started their own luxury businesses. Some of our alumni are currently working at:
You'll graduate with the transferable skills needed to choose any career that aligns with your interests.
After you've completed your course, you may be eligible to apply for a Graduate visa . This enables you to work, or look for work, in the UK for up to two years after you leave Regent's, without the pressure of having to secure a job immediately – applying your skills and advancing your career with valuable experiences and industry connections.
Don't worry if you feel overwhelmed – our Careers, Enterprise and Industry team are here to provide personalised advice and access to resources for life !
You can choose to start in either January or September. A course starting in September will last 12 months, while a course starting in January will last 16 months.
View the 2024-25 academic calendar .
Terms 1 and 2 (core modules).
Module Title | |
---|---|
The aims of the module are to: • Enable students to understand the uses and limitations of the different elements of statutory reporting. • Apply this knowledge to company valuation, equity investment and lending decisions. • Enable students, in conjunction with other techniques, to achieve optimal financing. | |
This module aims to offer a thorough grounding in the disciplines related to the legal aspects of luxury management and their interaction with the contextual forces affecting luxury companies. It will provide you with useful knowledge to develop management strategies that prevent legal problems. | |
Creativity lies at the very heart of global luxury brands, as does innovation and craftsmanship. Understanding the challenges and specificities of creativity and design is therefore essential to operate successfully in the global luxury industry. Luxury Brands and Creativity involves finding the synergy between business goals and creativity. This module will also focus on the conditions necessary for innovation to emerge and how to manage the tension between goal-oriented business and open-ended creative processes. | |
This module aims to develop your knowledge and skills in core marketing concepts and the environmental and organisational factors that shape marketing decisions. It examines the role of marketing decisions in a variety of settings with a particular focus on the luxury market. This module provides the knowledge and conceptual framework required to create a marketing plan for a luxury organisation. In this process, you will conduct extensive research, critically analyse, plan, implement, and control programs designed to create, build, and maintain mutually beneficial exchanges with target markets for the purpose of achieving organisational objectives. | |
Managers in organisations often need to rely on research-based information to make decisions. In order to make proper use of such material and to ensure that any decisions made on the basis of research findings are soundly based, it is necessary to understand the strengths and weaknesses of the methods and techniques used to collect and analyse such information. There is a wide range of possible approaches to conducting research or consultancy studies which vary in terms of the kinds of questions they seek to answer. The methods used to provide answers are explored in this module. | |
This module was shortlisted for the Pearson HE Innovate Award 2021. This module will support your exploration of the features of highly effective and innovative practices in managing a luxury business in detail and crucially discover how they can be effectively implemented. It will focus closely on the approach to talent management within the luxury market enabling you to engage with people-change issues and critically analyse the competencies required for the coming generation of luxury leaders.The module also aims to provide an insight into luxury management through a strategic approach, analysing the latest trends, looking at multicultural and holistic perspectives. These will be designed to create challenges to the established rules of generic business management and to assess how these rules are inherently different in the management of luxury. |
In addition, you will choose two of the following elective modules. | |
---|---|
This module combines ideas and concepts from the fields of Entrepreneurship and Innovation to create a learning environment that allows you to deconstruct taken-for- granted tools, theories and practices by thinking-out of the box to create proactive solutions to contemporary business problems.This as an elective module that will enable you to use knowledge and skills acquired from other modules to identify and develop innovative entrepreneurial business solutions in luxury brands. | |
This module provides a platform to identify, engage with and critically reflect upon a number of areas within the luxury sector. You will look at the significance of luxury within the cultural fabrication of the sensual and prestigious, as well as the importance of luxury as a value in society’s definition versus an individual’s process of identity construction. You will learn how to develop a conceptual framework for defining and questioning what luxury is, and its implications for brand management. | |
This module provides an in-depth and balanced understanding of the economic, regulatory and legal aspects of investing in the art and collectibles’ markets. The persona of the artistic creator is examined in order to understand how their aesthetic ideology is diffused and maintained around the luxury brand. A key focus of the module is to use a curatorial approach to documenting and presenting a brand’s creative intellect and consciousness enacted throughout the company’s activities, both internal and external. You will build on the understanding of the designer’s creative process by investigating the similarities and differences between art and design to explain how luxury design is absorbed into the artistic and cultural canon. | |
This module gives you a practical understanding of the key elements of digital marketing communications with a particular focus on mobile marketing, email marketing, display and native advertising and affiliate marketing. It also applies this within the luxury industry so that brand intelligence, strategic skill and business vision can be sustained through value creation online as well as offline. You will understand how and when each element can most effectively be used and for what kind of marketing objectives each is suited. This will be a practical, hands on module in which you will learn by doing, using each of the tools discussed themselves. The module covers the setting up of campaigns as well as how the results of each campaign element can be monitored and assessed using appropriate analytics tools. | |
This module will provide students with an opportunity to understand, critically evaluate and apply conceptual frameworks and theory to global luxury services. It will enable students to appreciate the more refined areas of luxury service and develop an understanding of leadership and its relationship within the organisational culture of luxury services – using hospitality as a major service example. The module will compare the service experience in luxury retail sectors and will provide students with a deep knowledge about business development, frameworks, processes and constraints associated with luxury services. | |
This module aims to develop your knowledge, understanding and specialist skills in relation to international fashion PR. This plays a pivotal role in the marketing of fashion, communicating brand personality, developing brand awareness, managing brand identity and controlling image and communication. You will learn how to create a PR strategy and how to plan a PR campaign for a new and existing international fashion brands. The fashion show is one of the most significant events in the Fashion PR Calendar, developing excitement amongst consumers, winning industry acceptance and driving sales. You will gain knowledge of the historical and contemporary developments of fashion shows and explore how the show is used to maximise brand awareness and loyalty pre, during and post-event – critically analysing the effectiveness of different models of fashion presentation. |
You will complete one final project from the options below. | |
---|---|
In this module, you will undertake research to produce a dissertation on a topic related to luxury management. At the end of the module, you will submit a dissertation report. This is the final module in the programme and builds upon what is learnt in the previous modules to allow the opportunity to apply that knowledge through research into a luxury management topic of interest. The main aims of this module are to give you the opportunity to demonstrate your abilities to formulate a research question in your chosen area, to gather and select material to answer the question through critical analysis and evaluation of material, and to communicate the findings by presenting a coherent argument in an appropriate academic style. | |
In this module you will undertake a business research project, potentially working in collaboration with a company in the luxury sector, on a ‘live’ business issue. You will produce a business research report that includes individual elements about your experiences, and also deliver a presentation to the supervisor, a moderator and a company representative if relevant. You may choose to work alone or in a team, however no more than two students may work together. This is the programme’s major module and it builds upon what is learnt in the programme overall. It is an opportunity to apply the programme knowledge in a real luxury management environment. | |
In this module, you will prepare a plan for starting up a new venture related to the luxury brand management sector. You will produce a start-up project report, which consists of a feasibility research section, a start-up plan, and a reflective report that includes individual elements about your experiences. This is the programme’s major module and it builds upon what is learnt in the programme overall. It is an opportunity to apply the programme knowledge in a real luxury brand management environment. |
'I can't stress how much of a huge part Regent’s has played in my life. Without the support of my tutors and the careers team, I wouldn’t have been able to start my luxury brand in London. They really have been my #1 cheerleaders.' Megan Felton, MA Luxury Brand Management alumna
'I’ve gained a transferable set of skills that I can keep developing as market demands and technology evolves. I've also worked with a number of brands and gained a set of skills I can use across a range of luxury businesses.' Maryam Alhubaishi, MA Luxury Brand Management student
International business ma.
Learn to think strategically, communicate effectively and lead in international business arenas.
Learn to understand and use data to drive contemporary business strategy and decision-making.
Enhance your enterprise acumen, ready to perfect your big idea and become an effective entrepreneur in your chosen field.
Prepare to work in a managerial role within a finance capacity and become an inspiring, adaptable and positive leader.
Gain the knowledge and skills to become an agile leader and changemaker, prepared for work in a managerial role.
Develop a sophisticated understanding of business from a marketing perspective to become an inspiring, adaptable and positive leader.
Content navigation menu, why study ma luxury brand management at goldsmiths.
This Masters equips you with the management, entrepreneurial, marketing and professional skills to work in the luxury goods and experiential luxury industry.
If you have specific questions about the degree, contact the Programme Convenor, Dr Kelly Meng Parnwell .
1 year full-time or 2 years part-time
Home - full-time: £12520 Home - part-time: £6260 International - full-time: £22640
Institute for Creative and Cultural Entrepreneurship
You'll take the following compulsory modules:
Module title | Credits |
---|---|
Luxury Brands: Retail, Digital and Marketing In the contemporary luxury market, companies have to be connected with customers in increasingly creative ways. Luxury has to distinguish itself through distinctive approaches to retail, information technology and marketing. Luxury provides the opportunity to stay close to one’s customers and to provide the things that they want. Luxury has traditionally been seen in a tangible way, especially with regard to fashion goods, but an emerging field on inquiry is the growth of experiential luxury and the expansion of luxury management skills into new areas such as tourism and hospitality, museums and art galleries, and theatres. The distinctive features of luxury brand management arose from a combination of theory and practice, and consideration is given to emerging future trends. You'll explore geographical and regional perspectives within their historical contexts with regard to the luxury sector or knowledge domain with reference to the development of luxury brands in Europe, and to the use of luxury items in Asian and African court-based societies. You'll examine, in particular, the rapid emergence of Japan as a major consumer and developer of luxury brands and how its own distinctive practices in retail, notably the close relationship between customer and retailer, became influential. --> | 30 Credits |
Luxury Brand Management --> | 15 Credits |
Intellectual Property, Trademarks and Brands You'll be introduced to contemporary theory and practice in policy-making and industry by bringing in occasional speakers from ICCE’s networks in the industry. IP refers to intangible assets created by the mind. IP is often afforded time-limited, legal monopoly protection. Intellectual property rights (IPRs) refer to the legal rights, including trademarks, copyright, design rights, patents and, in some cases, trade secrets, that grant the right to control the use of intellectual efforts. While the importance of IP legislation is recognised by the vast majority of countries, the level of enforcement of IP laws varies. Reference is made to the British legal context, but the emphasis is on international legislation as the student body is likely to be diverse in terms of nationality. There are many historical and contemporary examples of IP infringement, including both commercial and artistic, and sometimes IP infringement is encouraged by brands and artists. --> | 15 credits |
Dissertation The dissertation is intended to assess the full range of your abilities and to apply a range of learning outcomes that you develop throughout the degree. In particular, it enables assessment of your ability to design, develop and write an advanced research project using primary and/or secondary materials appropriate to the topic and according to the necessary conventions of scholarly work. It requires independent motivation and self-directed learning, under supervision, and enables you to demonstrate competence for critical analysis and sustained persuasive argument. One of the main purposes of the dissertation is to enable you to deepen your knowledge and understanding of the content and capabilities of the overall programme. --> | 60 Credits |
You'll also take 60 credits of optional modules from across the Institute for Creative and Cultural Entrepreneurship and the Institute of Management Studies .
The list of modules will change on an annual basis, and recent examples have included:
Module title | Credits |
---|---|
Consumer Behaviour It will give you an understanding of the fundamental decision making processes and the factors that influence these processes. It covers topics such as prospect theory and classical economics, brain structures and information processing, heuristics and rules of thumb, and framing and influencing techniques. It also discloses the various strategies used by marketers to differentiate their products, leverage brands, set strategic prices, reduce the effectiveness of consumer search, and it compares the effectiveness of each. The course covers topics such as the types and effectiveness of pricing strategies, individual differences in uptake of pricing strategies, value perceptions and subconscious influences (priming), and ethical and legal issues around influencing consumer choice. The lectures in this course will be supplemented by several assignments designed to develop and enhance practical skills, and further develop familiarity with consumer psychological methods and theories. --> | 15 credits |
Psychology of Marketing and Advertising Throughout the module you will develop a contemporary, cognitive toolkit for researching, analysing, and understanding buyer behaviour. You will contrast this current approach with traditional models of marketing and advertisement. Finally, you will learn to apply this knowledge for organisational strategy initiatives (e.g., launching a new marketing campaign). This module brings together a wide range of approaches to buyer behaviour, marketing and advertising, both on organisational and project-by-project levels. You will also be offered an opportunity to apply your learning to analysing case studies. --> | 15 credits |
Marketing Strategy --> | 15 credits |
Project Management --> | 30 credits |
Cultural and Creative Tourism With increasing competition between tourism destinations, the development of timely, attractive, and innovative tourism products has never been more necessary – whether using the historic environment in creative ways or exploiting contemporary cultural forms and/or tourism resources. This module looks at the governance of cultural tourism at different levels (from UNESCO to local government and local partnerships), best practices in destination management, and the development of new tourism products. The geographic spread of cultural tourism and the greater diversity of products, necessitates the examination of issues related to contested meanings, authenticity, ethics, and sustainability which has become increasingly significant in the sector. --> | 30 credits |
Culture, Tourism and Regeneration You'll analyse the growth and increasing diversity of cultural tourism, the role it plays in urban centres and their regions and the ways in which cities, regions and rural areas, have reinvented and rebranded themselves as centres of leisure and recreation consumption using major cultural infrastructure investment, heritage commodification, events, and festivals. --> | 30 credits |
Cultural Relations and Diplomacy II: Explorations The module covers a range of trans-disciplinary contemporary issues that concern those researching and practicing in the areas of cultural relations and diplomacy. It will consider key questions faced by countries, regions, cities, organisations and individuals in creating and delivering policy and projects. The topics are broad and changeable responding to the current issues concerning policy makers, practitioners and the public engaged in the field – an indicative list of topics to be covered in the sessions is provided below. While providing space for student led education through individual and collaborative presentations, the module works around topical and geographical sessions, each representing a contemporary issue and/or area of current interest in cultural relations and cultural diplomacy. These include for example: culture and international development policies and practices; the role of the cultural and creative industries in cultural relations and diplomacy; migration and (transnational) cultural citizenship; language, communication and identity in international cultural relations; international cultural policies and cultural co-operation; sessions with a geographical focus e.g China’s cultural diplomacy, EU strategy for culture in external relations; project planning, monitoring and evaluation for cultural relations and diplomacy. --> | 30 credits |
Museums and Galleries as Creative Entrepreneurs – Communicating Culture Individual sessions will focus on the many definitions of culture from Raymond Williams to Brian Eno; the connections between culture and class using the work of Bourdieu and Tony Bennett, the issue of taste as Greenberg saw it and more recently as the type of lifestyle choices we make. The course will also use case studies of large scale public cultural projects like the Unilever series in Tate Modern’s turbine Hall and the Fourth Plinth project in Trafalgar Square. --> | 30 credits |
Interpretation, Education and Communication in the Art Museum Individual sessions will examine the way in which art museums define their relationship to content, meaning and context, how they communicate their message, their interest in creating a suitable brand and image, the role of library and archive, development, fundraising and conservation. The module tutor will introduce theories which relate to the writing of interpretative text, and consider how the experience of looking at art might be different if text were not available. There will also be a discussion regarding the role of the aesthetic in art education and the range of expectations visitors have from a museum visit. --> | 30 credits |
Enterprising Leadership: An Introduction to Leadership, Enterprise, and Innovation Theory It offers an in-depth account of innovation and leadership knowledge and aims to provide you with a clear understanding of how we might most ‘productively’ act, think, and innovate, or indeed lead, within the ever increasing complexity of those business environments in which we exist. --> | 30 credits |
Retail Data and Technology Over the last two decades, digital technologies have resulted in a revolution in the retail sector. The web, then mobile and now immersive technologies have opened up new avenues for retail beyond bricks and mortar. Retailers have been making increasingly sophisticated use of data, and can mine it for increasingly complex insights into customer behaviour driving new business innovations. This module will focus on two, intertwined, elements. The first is digital retail channels such as e-commerce, mobile apps and new developments such as VR and AR. The second is retail data and how it can be used to drive retail innovation and supply chains. These two are closely connected as digital retail channels are a major source of data and data analytics can be used to update and personalise digital channels in real-time. This module will be taught from a global perspective that does not assume that all retail follows the western technology model, for example focusing on the mobile first and digital payment economies in Asia and Africa. There is no need for prior experience of mathematical or computer science. --> | 15 credits |
From Idea to Realisation: Entrepreneurial Thinking --> | 15 credits |
Creative Social Media --> | 30 credits |
Note about optional modules: The above is indicative of the typical modules offered, but is not intended to be construed or relied on as a definitive list of what might be available in any given year. The module content and availability is subject to change.
Taught sessions and lectures provide overviews of themes, which students are encouraged to complement with independent research and group work for presentation and discussion with peers at seminars.
Industry speakers are invited to share their expertise and insights, bridging academic concepts with real-world applications.
Assessments build on lectures and seminars, so students are expected to attend all taught sessions, which are designed to cultivate knowledge and deepen their understanding of their chosen subject.
The MA contributed to the comprehensive acquisition of new knowledge and became a breakthrough in my career.
View profile
The MA is different and revolutionary. I met extraordinary people, both course-mates and professors.
This MA will provide you with the skills required to pursue a career in the luxury brand field covering a wide range of creative industries.
The programme also has a strong critical and theoretical underpinning, enabling you to write a dissertation that could serve as a stepping stone to a higher level academic study and/or careers within research or academia.
This MA will develop your skills in:
You should normally have (or expect to be awarded) the following qualifications:
Industry experience would also be an advantage.
Entrepreneurs or industry professionals may gain entry by prior accredited learning, subject to stringent evaluation criteria.
You might also be considered for some programmes if you aren’t a graduate or your degree is in an unrelated field, but have relevant experience and can show that you have the ability to work at postgraduate level.
We accept a wide range of international qualifications. Find out more about the qualifications we accept from around the world .
If English isn’t your first language, you will need an IELTS score (or equivalent English language qualification ) of 6.5 with a 6.5 in writing and no element lower than 6.0 to study this programme. If you need assistance with your English language, we offer a range of courses that can help prepare you for postgraduate study .
Annual tuition fees.
These are the PG fees for students starting their programme in the 2024/2025 academic year.
If your fees are not listed here, please check our postgraduate fees guidance or contact the Fees Office , who can also advise you about how to pay your fees.
It’s not currently possible for international students to study part-time under a student visa. If you think you might be eligible to study part-time while being on another visa type, please contact our Admissions Team for more information.
If you are looking to pay your fees please see our guide to making a payment .
Explore the Goldsmiths scholarships finder to find out what funding you may be eligible for.
If you are a UK student you may be eligible for a postgraduate loan .
Meanwhile our Careers Service can also offer advice on finding work during your studies.
Find out about paying your tuition fees .
In addition to your tuition fees, you'll be responsible for any additional costs associated with your course, such as buying stationery and paying for photocopying. You can find out more about what you need to budget for on our study costs page .
There may also be specific additional costs associated with your programme. This can include things like paying for field trips or specialist materials for your assignments. Please check the programme specification for more information.
You apply directly to Goldsmiths using our online application system.
To complete your application, you will need to have:
You'll be able to save your progress at any point and return to your application by logging in using your username/email and password.
There are no places offered on this programme by application alone. Selected applicants must attend an interview that will be arranged to suit your requirements, in person or virtually (eg Skype).
The interview will typically take about 20 minutes, and you will be asked a few questions from the programme convenor regarding your application. The interview also provides an opportunity to have a conversation about the programme, and for the two parties to get to know each other.
Read our guide to applying for a postgraduate degree at Goldsmiths .
Kelly's current research focuses on international business development and strategic management in the luxury industry.
Similar programmes.
This programme will provide you with fundamental knowledge of the retail industry, introduce you to a diverse range of contemporary issues, and teach you skills in creative and cutting-edge solutions based on core intellectual and practical frameworks.
The MA Creative and Cultural Entrepreneurship should be attractive if you either wish to develop a business arising from an existing creative practice, or to understand how to create the infrastructure and environment for new creative businesses.
Events managers of the future need to be versatile and confident, managing a wide array of events in innovative ways. This degree equips you to take your place in the events industry, leading the way in events and experience management for the fast-paced creative and cultural industries.
This MA will enable you to develop an awareness of and a critical approach to the discipline of arts administration and cultural policy, by studying trending issues in cultural policy and art practice in Europe, Asia and wider international contexts.
Personal Statements
University Interviews
Studying Abroad
Guide to GCSE Results Day
Finding a job after school or college
Retaking GCSEs
Choosing GCSE Subjects
Post-GCSE Options
GCSE Work Experience
GCSE Revision Tips
Why take an Apprenticeship?
Applying for an Apprenticeship
Apprenticeships Interviews
Apprenticeship Wage
Engineering Apprenticeships
What is an Apprenticeship?
Choosing an Apprenticeship
Real Life Apprentices
Degree Apprenticeships
Higher Apprenticeships
A Level Results Day 2024
AS Levels 2024
Clearing Guide 2024
Applying to University
SQA Results Day Guide 2024
BTEC Results Day Guide
Vocational Qualifications Guide
Sixth Form or College
International Baccalaureate
Post 18 options
Finding a Job
Should I take a Gap Year?
Travel Planning
Volunteering
Gap Year Blogs
Applying to Oxbridge
Applying to US Universities
Choosing a Degree
Choosing a University or College
Personal Statement Editing and Review Service
Clearing Guide
Guide to Freshers' Week
Student Guides
Student Cooking
Student Blogs
Top Rated Personal Statements
Personal Statement Examples
Writing Your Personal Statement
Postgraduate Personal Statements
International Student Personal Statements
Gap Year Personal Statements
Personal Statement Length Checker
Personal Statement Examples By University
Personal Statement Changes 2025
Personal Statement Template
Job Interviews
Types of Postgraduate Course
Writing a Postgraduate Personal Statement
Postgraduate Funding
Postgraduate Study
Internships
Choosing A College
Ivy League Universities
Common App Essay Examples
Universal College Application Guide
How To Write A College Admissions Essay
College Rankings
Admissions Tests
Fees & Funding
Scholarships
Budgeting For College
Online Degree
Platinum Express Editing and Review Service
Gold Editing and Review Service
Silver Express Editing and Review Service
UCAS Personal Statement Editing and Review Service
Oxbridge Personal Statement Editing and Review Service
Postgraduate Personal Statement Editing and Review Service
Fashion marketing & management personal statement example.
Fashion is creative, seductive, always changing and a form of art, to others it is a religion. To me I use fashion to express myself and also to show my personality but also look glamorous.
I mostly like the 1920s style because it's the time when women were more liberated to wear what they wanted, the freedom was expressed through simple but yet elegant designs that were beautifully co-ordinated that were accessorised with jewellery and represented the style and elegance of that time.
I am currently studying Fashion Marketing at the University of the Arts London. Studying in London is fantastic because of the different cultural mixture, and not to mention all the big art galleries that are in the heart of London. London is very fast paced which I like and the atmosphere is vibrant.
I wanted to study Fashion marketing because I wanted to learn know more about the business side of Fashion. I am influenced by designers like Alexander McQueen because of his edgy style and Ralph Lauren more so because I used to work for the company, but I like his style because of the sophistication of some of his designs and the preppy look, the polo shirts and oxford shirts with riding boots.
Since starting the course with a business mind set, I have discovered that I am particularly drawn to marketing. I know that to excel in this subject will really take me where I want to be. I would like to have my own agency in the future, and possibly would look in the long term to a career in buying, as I have enjoyed learning about fashion trend predictions, and the influence of street style on the catwalk.
I was fortunate enough to work for Polo Ralph Lauren for nearly 3 years. I learnt an amazing amount about high end fashion retail business. I worked in sales, cashing up, training new staff, and visual merchandising. I have also worked for Ozwald Boateng as a summer temp this year, where I have learned more about couture lines since they make bespoke couture suits which are tailored and fitted. It was there that I learned to alter garments which I am sure will prove very useful to me.
By working in retail I have gained confidence which is important in our every day life, organisational skills, I am also a good team player as you always have to work as a team in sales, I have also been a team leader and also I have had to manage people which takes courage and commitment, I pay attention to the smallest detail because everything I do has to be perfect because I thrive in my work.
I also have a passion for designing; I have done a few clothes designs of my own and intend to do more. I find designing a good skill to have because you get to be creative and use your imagination to create something so extraordinary. I would like the opportunity to work in a fashion house, working as an in house assistant designer but as a second career prospect.
I have also gained a BTEC level 2 Diploma in IT and a Diploma level 2 in Digital Applications which is very helpful because in the fashion industry you have to be computer literate, and is an excellent skill to have. In my spare time I like to read books that challenge me to the best of my ability, I like to cook and entertain my friends as it is really important for me have a social life as well. I have a good personality, I am an easy going person and I am also very approachable. I go to the gym twice a week so as to keep fit.
I am a very self motivated person, who thrives to be the best in every subject area. So far I have received top grades for all my work and some good positive feedback from my peers and tutors. I have done extensive research to obtain good grades and I have the motivation and the passion to progress to do an Undergraduate degree.
This personal statement was written by fanmarques for application in 2009.
fanmarques's Comments
Can you please give me your thoughts on my personal statement, I do really need the advice.
yer it has helped me
Thu, 23/04/2009 - 15:41
Tue, 10/11/2009 - 17:31
The only criticism I would make is that when you look down the left hand side, every paragraph begins with the word 'I', bar the first. Other than that I think it's pretty good.
Thu, 13/10/2011 - 19:39
learnt? I believe there are definitely some things that can be cleaned up with this statement but all in all, solid.
Luxury brand employers are always on the lookout for exceptional candidates, so your job application needs to make a big impact.
This guide, which includes an example CV for luxury brands, will show exactly how to create a dazzling CV that will attract the best luxury employers on the market.
Guide contents
CV templates
This example CV demonstrates how to effectively structure and format your own Luxury Brand CV, so that it can be easily digested by busy employers, and quickly prove why you are the best candidate for the jobs you are applying to.
It also gives you a good idea of the type of skills, experience and qualifications that you need to be including and highlighting.
Recruiters are busy, and if they can’t find the information they’re looking for in a flash, it could be game over for your application.
You need to format and structure your CV in a way which allows the reader to pick out your key information with ease, even if they’re strapped for time.
It should be clear, easily legible, well-organised and scannable – check out some simple tips and tricks below:
Build your CV now
For easy reading, write your CV to the following CV structure:
Now I’ll guide you through exactly what you should include in each CV section.
Begin by sharing your contact details, so it’s easy for employers to give you a call. Keep to the basics, such as:
Grab the reader’s attention by kick-starting your CV with a powerful profile (or personal statement , if you’re a junior applicant).
This is a short introduction paragraph which summarises your skills, knowledge and experience.
It should paint you as the perfect match for the job description and entice recruiters to read through the rest of your CV.
Tips for creating an impactful CV profile:
Quick tip: Even the best of writers can overlook typos and spelling mistakes. Use our quick-and-easy CV Builder to add pre-written content that has been created by recruitment experts, and proofread by our team.
In addition to your CV profile, your core skills section provides an easily digestible snapshot of your skills – perfect for grabbing the attention of busy hiring managers.
As Luxury Brand jobs might receive a huge pile of applications, this is a great way to stand out and show off your suitability for the role.
It should be made up of 2-3 columns of bullet points and be made up of skills that are highly relevant to the jobs you are targeting.
Now it’s time to get stuck into your work experience, which should make up the bulk of your CV.
Begin with your current (or most recent) job, and work your way backwards.
If you’ve got too much experience to fit onto two pages, prioritise space for your most recent and relevant roles.
Lengthy, unbroken chunks of text is a recruiters worst nightmare, but your work experience section can easily end up looking like that if you are not careful.
To avoid this, use my tried-and-tested 3-step structure, as illustrated below:
Start with a 1-2 sentence summary of your role as a whole, detailing what the goal of your position was, who you reported to or managed, and the type of organisation you worked for.
Key responsibilities
Next up, you should write a short list of your day-to-day duties within the job.
Recruiters are most interested in your sector-specific skills and knowledge, so highlight these wherever possible.
Key achievements
Finish off by showcasing 1-3 key achievements made within the role.
This could be anything that had a positive effect on your company, clients or customers, such as saving time or money, receiving exemplary feedback or receiving an award.
Next up, you should list your education and qualifications.
This can include your formal qualifications (a degree, A-Levels and GCSEs), as well as sector-specific Luxury Brand qualifications and/or training.
While school leavers and recent grads should include a lot of detail here to make up for the lack of work experience, experienced candidates may benefit from a shorter education section, as your work experience section will be more important to recruiters.
Although this is an optional section, it can be useful if your hobbies and interests will add further depth to your CV.
Interests which are related to the sector you are applying to, or which show transferable skills like leadership or teamwork, can worth listing.
On the other hand, generic hobbies like “going out with friends” won’t add any value to your application, so are best left off your CV.
Tailoring your CV to the roles you are applying for is key to success, so make sure to read through the job descriptions and tailor your skills accordingly.
However, commonly desired Luxury Brand skills include:
Creating a strong Luxury Brand CV requires a blend of punchy content, considered structure and format, and heavy tailoring.
By creating a punchy profile and core skills list, you’ll be able to hook recruiter’s attention and ensure your CV gets read.
Remember that research and relevance is the key to a good CV, so research your target roles before you start writing and pack your CV with relevant skills.
Best of luck with your next application!
Luxury is the most talked-about word in ‘Gen Z’ culture and also is termed as the classiest thing to be linked with. The luxury word will always be revolving around the concept of uniqueness and rarity- that not everyone can get their hands on or come across the special products that the high brand is selling. With luxury comes an added advantage of exclusive elegance, style, premium quality, and of course brand value. And because of the popularity of Luxury brands- a lot of students are eager to join the field of the Luxury market which is illustriously known as Luxury Brand Management.
Luxury Brand Management as a specialisation career has seen a substantial increase owing to the invasion of high-end brands in the Indian market over the past few years. According to many surveys, the Indian luxury market is expected to double at a rapid speed in the next couple of years. Thus, leading to job opportunities for people who are worldly-wise in the meticulously working Luxury Industry
The first thing that comes to mind is fashion but it’s not confined to that. The luxury market covers jewelry, beauty, and hospitality too and the course covers creating distinctive and extraordinary experiences while delivering impressive personal service among targeted consumers and luring potential customers with the appropriate strategic moves.
The academic qualifications required to pursue a career in the Luxury world are:
However, in addition to these listed academic credentials, you should possess these skills to continue in the ever-changing and challenging luxury industry, such as:
If you are not devoted to something, it is quite difficult to put the best foot forward. So, make sure that you are dedicated to the luxury industry and the specialisation that you want to consider. This will make you shine and succeed in this field.
The luxury industry completely gambles on the most recent trends, so it’s vital that you are eager to explore and learn more about the competitors and what will suit your brand too.
It’s called luxury for a reason and that’s why in this field you have to pay extra attention to detailing and be meticulous enough to detail everything out.
If you know how to work on problems smartly, and deal with business issues clearly, especially when under pressure, it will help you excel in this career by a quantum leap.
Excellent conversing skills are a must mostly for all industries, and that includes luxury. So, spadework on your interaction skills and hold up your special abilities. This can build on your relations within your organization and promote effective culture.
Evolving at a rapid pace, Luxury management has been termed one of the most preferred courses taken by students over the past few years. Termed as one of the vibrant industries of the world and commencing a career in this field would surely be more entrancing. The unparalleled thing about pursuing a degree and commencing a career in luxury brand management is that you can aim for peculiar kinds of opportunities based on your aptitude and skillfulness. Below is the list of careers you can track down from:
The clear-as-a-bell job option after completing a degree in the luxury brand is to be a luxury brand manager. If you want to work as a brand manager, you will be accountable for down-the-line marketing and branding strategy to benefit the brand in targeting the relevant clientage. Also, the work would include presenting an image for the brand that exudes opulence and connects with the right audience. This is an interesting career that involves a lot of traveling through organising promotional campaigns, doing thorough market research, and also collaborating with the new-age PR. So, if you are in for a challenging yet appealing role of marketing budgets, collaborating, and supervising then the Luxury brand manager is your calling.
Being a fashion buyer is one of the most sought-after careers after obtaining a degree in Luxury Brand management. This glamorous job requires travelling the world to look out for the latest pieces on the fashion week runways and possess a combination of various skills to stand out from. They are exclusively responsible for choosing and ordering the clothes that are sold in stores to ensure supreme financial gains. In this weighty role, one should always be on their feet to spot the trending things going on in the market and possess a sharp business angle with great communication skills. This career is for those who can analyze the brand and predict future consumer demands and keep the finest relationships with their suppliers. The aspirants can opt for this career if they are inclined towards the back-end work behind a luxury brand.
A Public Relations specialist is a career one should take if you like networking, communicating, and convincing people about your brand. This role is working right from placing the brand to how the brand wants to convey its story while placing it in the luxury market. To make sure that a brand’s image is put on the right track and conveys the brand’s message, a Fashion PR Specialist needs to maintain cordial relationships with the media. The key responsibilities would revolve around commanding lead with journalists, magazine editors, and writers as well and also wisely putting up with any potential negative media portrayals of the brand.
Do you want to know what a career in public relations looks like? Try the ‘Virtual Internship Program ’ at Mindler.
The role of a product marketing manager is to take responsibility for positioning, key messaging, and branding of the product. They need to plan and execute the product in a way that hits the audience in the right manner. To start a career as a Product Marketing Manager, you should have some expertise to uplift the brand by closely examining the overall development and production procedure. If you are looking to pursue this field after obtaining a degree in Luxury brand management, just master the skills of market research and analyze the customer needs to excel in this incredible job.
Luxury brand management has an immense scope as a career with the demand for luxury brands going up. If you are enamored by the word Luxury and what is yet to be invaded in the field of this, are a people’s person , or simply want to explore the world of opulence then these are the right career opportunities for you. The exciting news is that not only India but the opportunities at the global level are also at a peak in the Luxury domain. So, gear up and be ready to turn your interests into a living. If you are still baffled by what career to choose, then you can reach out to our experts through career counselling online .
It’s time you look beyond ‘scope’ when choosing your career. here’s why., top 11 pg entrance exams in india to look out for.
Take the world’s most-advanced career assessment!
Thank you for your interest in Mindler.
One of our Career Experts will get in touch with you shortly. We usually respond within 2 working days.
Why Choose Mindler vs. Other Platforms?
Getting started with a career in marketing: all you need to know, top 10 distance education universities in india, an iit alumnus who did not give up: experiential interview with aashish agrawal.
We all know that luxury brands stand out in the market.
Innovation, Quality and Excellence - they deliver on all three fronts, and ergo, have massive customer following.
However, what most of us don’t know is that that’s not all.
Brands could have chunky dollops of all of those three, and still not make it. Or make it, but only halfway. Become known for a little bit, and then be forgotten.
Many luxury brands had the skill, were awesome and yet they have been unable to maintain their luxury brand quotient. Why is that so?
One key phrase: Luxury Brand Management.
The thing that is equally or sometimes even more important than even the brand itself is its correct presentation and positioning in the market.
Managing a luxury brand is an art in itself. Since luxury consumers have ever changing and specific demands, using the same marketing tactics as mass-market products for luxury products cannot prove to be fruitful.
The best luxury brands know this, and this is where luxury brand management comes in.
The ultimate guide to Luxury Brand Management has been put together together to help you understand all the micro details with regards to luxury education. All your questions with regards to luxury brand managment including the following have been covered in this article:
What is luxury brand management?
Luxury brand management (LBM) is a holistic approach towards understanding market dynamics. Using market research to record trends in customer behaviour, and using this information to strategically place, price and promote products in such a way so as to maintain and expand the customer base. Further, taking steps to bring in continuous improvement to the brand and not just meeting, but exceeding customers’ expectations; these are some of the salient features of the process. Therefore, it comes as no surprise that luxury brand management courses are one of the most renowned, respected and sought-after courses in the world.
What does a luxury brand manager do?
A luxury brand manager is in charge of performing market research for luxury items, supervising and organising marketing campaigns, product and distribution planning, budgeting and resource management for the brand, cooperating with luxury designers, and supervising marketing tasks.
What does MBA in luxury brand management comprise of?
The MBA in Luxury Management programme educates students about the fundamental ideas of luxury and exposes them to the contemporary market via industry interaction sessions. It is a one-of-a-kind academic programme that teaches entrepreneurial, management, and marketing skills necessary for success in the luxury business. What are the jobs after luxury brand management? OR What are the career Prospects in Luxury Brand Management?
Now, LBM might be one degree, but its applications are manifold. Owing to the diverse range of skills that it comes with, there are several different job positions that become available once you have this degree. Among othere these include the following:
Luxury Brand Manager
On a macro level, a brand manager’s role is to formulate an effective marketing/brand strategy for the firm and a brand image that customers can identify with and will be attracted to. On a micro level, he/she has to conduct market research for products/customers, plan advertising campaigns, supervise marketing and production, propose/analyse budgets, etc.
Luxury goods product manager
As the name suggests, this role has got everything to do with the product. Deciding on what kind of products to create based on market research, the product manager basically has to oversee the entire production process- right from assembling to manufacturing to packaging. He/she also has to coordinate with the marketing, sales, quality assurance and product development teams while managing the production process on the factory floors.
Luxury retail buyer
Merchandising manager
Visual Merchandiser
PR specialist
A very popular name in just about every luxury business sector, the PR specialist’s job is to interact with the media and present the business to the public in the best possible light. This particular job requires a lot of tact and diplomacy, as he/she might have to handle any negative media portrayals of the brand. Apart from this, there will also be opportunities to interact with fashion magazines, editors, writers and some of the biggest names in the industry.
Product Marketing Manager
Fashion PR Specialist
Fashion Retail Buyer
Also, the most popular courses are a combination of fashion and LBM, leading us to the next job position- a Fashion Retail Buyer.
A very important role, the fashion retail buyer is responsible for deciding what kind of merchandise the brand should sell and set the right inventory level. Further, he/she also has to keep the brand updated with the latest trends, analyse/predict customer buying patterns and future sales trends, interact/maintain good relations with suppliers, etc.
What is the future of luxury brand management? Are fashion and luxury brand management connected? Is luxury brand management a good career option?
The luxury industry is a complex and intricate world. Making it in this market requires more than just a basic understanding of business tactics. An LBM course is a comprehensive guide to decoding the workings of the luxury market. Business technicalities, creativity, out-of-the box thinking, understanding the crucial concept of product pricing, retail management & strategy are some of the fundamental topics that this course covers. Apart from this, LBM also imparts valuable teachings in terms of communication skills, learning to effectively reach out to customers and truly delving into the history of luxury.
Obtaining a degree in luxury brand management from a prestigious university can prove to be a very valuable asset to an individual’s portfolio.Some of the best luxury courses offered are in cities like Paris and Milan, which are luxury hubs and are home to the head offices of many fashion giants. New York and London also offer well renowned courses, being the most happening and vibrant cities in the world. Studying in cities that are in proximity to luxury brands can be extremely advantageous, as it might provide great exposure and marvellous opportunities to learn and gain hands-on experience.
Gold Rated Writer
Anishka is a student passionate about the English language, the world of words and communication overall. She currently is learning SEO copywriting, UX writing and the Adobe Suite software.She loves expressing ideas through words and photographs; writing punchy intense poetry, watching artsy films, ... read more
No comments yet.
Thank you, for commenting !!
Your comment is under moderation...
Keep reading luxury post
New Delhi: The SP Jain Group, known for its renowned business schools, has successfully acquired California Miramar University (CMU). This strategic
The British Council, in collaboration with prestigious UK universities, proudly unveils the 2024-25 Women in STEM Scholarships, a transformative initi
As part of the festivities commemorating the 40th anniversary of the twinning between Milan and Osaka, Japan, the Municipality of Milan has selected I
Reply to John Doe Enter your details below & we will get back to you. -->
Luxury Abode Blog
Get regular updates on news, analysis, trends & more on the global luxury industry for free.
By providing your email, you indicate you have read and understood our Privacy Policy .
for signing up for our newsletter.
Please confirm your email address by clicking on the link in the email we have just sent you.
Sell Luxury
Enter your details below & we will get back to you.
Subscribe Type your e-mail & password -->
Your data will be used in accordance with our terms of use and privacy policy
Thank you, for signing up to our newsletter !
P.S.: Check Spam, Promotions or Social Folder in your email.
Type your e-mail & password
Not a member yet? Sign up
Forgot Password
Enter the following & Reset Password
Enter the details below
Already Signed up? Log in
Student Good Guide
The best UK online resource for students
As you embark on your journey to pursue a career in the dynamic world of fashion marketing , your personal statement will play a crucial role in helping you get into a university in the UK . Find below successful fashion marketing personal statement examples .
My passion for fashion marketing was ignited by the vibrant and dynamic world depicted in the popular Netflix series, “Emily in Paris.” From a young age, I was fascinated by the endless possibilities of self-expression through fashion, and the role it played in shaping our perceptions of the world. This fascination led me to pursue a deeper understanding of the industry, and I was soon travelling to some of the world’s most iconic fashion capitals such as Milan, Paris, and London, to experience the latest trends and styles firsthand.
My passion was further fueled by a life-changing internship at the prestigious Pearl Lemon PR in New York, where I had the opportunity to work alongside seasoned professionals and gain hands-on experience in the field. During my time there, I was able to develop my skills in various aspects of fashion marketing, from managing social media campaigns to conducting market research and analysis. I was also able to develop important relationships within the industry, and I believe that this experience will be invaluable as I move forward in my career.
In addition to my passion and experience, I am confident that my academic background will enable me to succeed in fashion marketing. My AAA levels in English, Maths, and Sociology have prepared me with a strong foundation in communication, critical thinking, and data analysis. English has allowed me to effectively express my thoughts and ideas, while Maths has given me a solid understanding of numbers and statistics, which are essential in determining market trends. Sociology has provided me with a broad understanding of human behaviour, which is crucial in understanding consumer preferences and behaviour.
I am eager to bring my passion, experience, and skills to a UK university and further my education in fashion marketing. I am confident that my unique blend of experience, education, and passion makes me an ideal candidate for a university program in this field. I am eager to contribute to the success of a university, and I am excited about the opportunities that a UK education will provide me to grow both professionally and personally. I am committed to working hard and embracing new challenges, and I believe that a degree in fashion marketing from a UK university will be the perfect platform for me to launch my career in this exciting and dynamic industry.
I have always been driven by a passion for creativity and a love for the finer details. I am eager to study Fashion Marketing as I believe this will provide me with the ideal platform to showcase my flair for fashion, as well as allow me to demonstrate my strong literary skills. The course promises to offer me a unique opportunity to learn new techniques, develop new skills, and challenge myself in ways that I have never experienced before.
I have always had a deep-rooted passion for writing and I am proud to say that several of my poems were published in the “Peotry writers” anthology before I had even entered secondary school. Writing and fashion have always been my preferred forms of self-expression and I am eager to find a way to bring these two worlds together. I envision a future where I can use my writing skills to bring new ideas to life within the fashion industry and create a fresh approach to journalism and literature.
My experiences studying Sociology, Media, and English Language at A Level, have provided me with specific skills that have helped me to grow and develop creatively. The English Language was my favourite subject, and I relished the opportunity to focus on topics that were important to me, as well as learn a wide variety of linguistic and language techniques. Media Studies was also an exciting subject for me as it allowed me to develop and edit a mock-up independent magazine, focusing on a genre of my choice. I chose to study the music industry, and I was able to learn about various forms of media promotion, advertising, and film. I was able to work as part of a creative team and participate in group activities, and I have developed the ability to work independently and collaboratively.
I love the freedom that comes with the humanities and the arts, and I appreciate the ability to express myself creatively without feeling tied down to any specific “idea”. The freedom to explore my vision and perspective is what sets these subjects apart from the more factual and scientific-based subjects.
I am currently documenting my photographs and personal reflections on my Tiktok blog, and I enjoy experimenting with different visuals and imagery. Over the years, I have become interested in a wide range of creative ideas, and I am particularly inspired by photographers such as Anna-Lou Leibovitz and Amber Asaly, whose works have been featured in my favourite magazines such as Galore and Vogue.
I have already taken a course in Fashion Marketing and Promotion at the University of Liverpool, but I was disappointed to find that the course placed a heavy emphasis on the practical side of fashion, with little focus on the academic marketing and business aspects that initially attracted me to the course.
The opportunity to study Fashion Marketing and Management is incredibly appealing to me as I have a deep-seated passion for writing, as well as a strong interest in the business aspect of the fashion industry. I believe that my passion for fashion and my focus on academics will make me an excellent candidate for the course. I am confident that I will bring something new and diverse to the subject and the industry, and I am eager to embark on this exciting journey.
Recommended guides for reading:
Check out our base of 100+ free personal statement examples .
The sphere of management is colossal, considering its branches that encompass a spectrum of scope. In this huge arena, Luxury Brand Management has turned out to be the most picked field for career enthusiasts. Students who keep an interest in brands and luxury goods mostly go for this field. Besides helping students to carve a successful career path, a higher degree in this field adds meaning to the profile. In order to build a concrete career, students generally apply to foreign universities. This is where SOP or Personal Statement writing steps in! The majority of the students go for professional assistance to draft their Luxury Brand Management Personal Statement . But if you want to write it on your own, here are some basic tips for you:
The university expects you to provide a solid reason for pursuing the particular course. Therefore, you need to put your points in a way that underlines your passion for the course. In order to put forth your reasons, you need to make a genuine connection in your personal statement. The personal statement should reflect your purpose, personality, and motivation, and thus, establishing your true self is always logical. If you want your Personal Statement for Luxury Brand Management to be perfect, do emphasize the moment of your life when your passion for the course budded.
In the entire copy, students are supposed to lay emphasis on their motivation for pursuing the course. To solidify your fascination, you have to ink down your professional accomplishments. Be it any industrial visit, internship, or full-fledged job, professional experiences are the major highlight of any personal statement. In case you need an ideal write-up for brand and luxury management, moving to professional help would be a good option. Professional help for getting SOP for Luxury Brand Management would definitely save you from all the possible risks.
The committee always searches for the answer for why have chosen that particular country. In order to state the reasons, you must focus on not choosing your native land. Do not remember to write your contribution to the campus and your aim to acquire from the surrounding. Also, try to shed some light on the educational offerings of the country and their footing on the global stage.
This will go in the last part of the SOP where you need to be specific with your career plans. In case you wish to draft sop for Luxury Brand Management, you must seek professional assistance to dodge any risk. And for that, make sure to search for the best SOP Writers for Luxury Brand Management . Talking about your future goals, you must describe the aspirations that you want to accomplish in the future. The admission committee will see your enthusiasm about your future goals and thus, always demonstrate your determination towards your future.
When you complete the writing process, jump into the rigorous session of proofreading. The one thing you don’t want to see in your SOP is errors. And, to avoid that, give a thorough read to your own write-up. Proofreading sessions can eliminate the risk of any spelling or grammatical mistakes. It is advisable to have your copy proofread by others who have a hold over the language. Feedbacks can be useful as it will refine your copy in the finest way possible.
So, these were some pointers for drafting a neat copy for Luxury Brand Management. If you want to confirm your chances for admission, make sure to visit one of the best SOP Writing Services in India .
Sorry, the comment form is closed at this time.
This sample SOP is for applying to a master’s program in Brand Management / Branding.
If you need help writing your SOP, check out our SOP Writing Service
My interest in branding derives from a number of factors, including my university studies, my work experience, and my time working and traveling in the USA. I have seen firsthand how important brands are to modern companies in distinguishing themselves from competitors. I believe brands to be more than simply strategies for companies to sell their products and services; rather, to me, a brand represents my belief that everything that is good deserves to have a name and to be recognized. A good brand is essentially an assurance of quality that can be strengthened over the years. A brand is, in essence, a language that can cross borders and cultures, and brands are thus crucial in the age of globalization.
It is due to my understanding of the value of branding that I am inspired to apply to your MSc Brand Management program. Having already acquired work experience in marketing and brand development, I believe that further advanced training in an international setting will enable me to make truly unique contributions to this field in my native country in the future. After finding your program online, I carefully read the course details and quickly fell in love with it. The school’s ranking among the best business schools immediately attracted me, and the instruction in cutting edge approaches to branding will assist me a great deal when building and promoting brands in the future. In addition, the program’s focus on consumer behavior is especially attractive to me, and I am eager to engage in in-depth studies of brand management and marketing strategy planning. As a native of eastern Europe who has lived in the USA, I am fluent in Russian, Ukranian, Polish, and English, with conversational French skills. I am therefore very excited at the prospect of studying abroad and adapting to a new culture, as this will help me tremendously in my future work.
My academic and work experience prepare me well for the challenge of joining your program. Due to my excellent academic record in high school, I was admitted to the top-ranked university in my country. Currently, I am in my final year of the Bachelor’s degree program, with a specialization in International Economic Relations. This program has been wonderfully instructive. I have developed a broad understanding of the complex financial and economic issues that are relevant in today’s global environment. In my interactions with the students and experienced professors, I have learned about policymaking and market dynamics while greatly improving my range of analytical and communication skills.
While in the university, I held a number of professional positions which provided me a much more practical perspective, as I had the chance to apply what I was learning in classes. My experience as an Assistant Manager at a retail company in Los Angeles was particularly eye-opening for me. In this leadership position, I needed to monitor the employees’ compliance with the company’s marketing strategy, oversee the implementation of sales goals, and report to the manager regarding these developments. In this fast-paced work environment, I felt invigorated and constantly inspired. I greatly enjoyed working in the USA, and at the age of 18, this made me a much more independent person and helped me understand my own skills and strengths better. Perhaps most importantly, it was this experience which instilled in me a passion for marketing and branding.
Since November of last year, I have been working as a Marketing Manager at Goodwell Law Firm in my home country. This work has solidified my interest in marketing, as I have natural talents in this area, and I find this work to be very interesting and stimulating. I work in the development and execution of marketing strategies, which involves thoroughly analyzing the local market and our competitors. Moreover, through the process of arranging and managing various events, I have developed good project management skills. I have received positive feedback from my superiors, which I attribute to my diligence and dedication to my work. I will devote all of my effort to the project to which I am assigned, and I will work long hours – often working late into the night – in order to complete the project in a timely manner.
The more I think about my career goals, the more obvious it is that I should specialize in branding. I genuinely enjoy this work due to the inherent creativity and personal interaction that it involves, and I believe that I could make great strides in a career in this area. I have always been good at making decisions, which is due to a mixture of confidence, expertise and intuition that characterizes my personality. People often ask me for advice, including elders and people who are more experienced than I am, and I treasure the chance to come up with creative solutions to help them out. In addition, I have a very analytical mind, which is why I have always enjoyed studying math, and I pride myself for being very flexible and sensitive to other cultures. These qualities make me especially well suited for the field of marketing and branding, especially in today’s globalized business world.
Regarding my career goals, I am very ambitious; I believe that in today’s competitive business environment, it is crucial to set very high goals for oneself. After completing my master’s degree, it is my dream to return to my native country and devote my talents to the creation of domestic brands that can be promoted throughout the world. It is my aspiration to lead domestic businesses to worldwide recognition. In the modern world, however, such recognition is based not solely on quality, but increasingly on the brand image associated with the company and its products. Therefore, it is my goal to become a brand manager so as to creatively solve the problems confronted by businesses as they expand to international markets and compete with other, more established brands.
By Klaus Heine and Haibo Xue
Luxury brand management is identity–driven. Drawing on the concept of anthropomorphisation, Klaus Heine and Haibo Xue outline how to complement identity –driven with personality–driven branding; to create brand meaning in times of symbolic consumption, and how to start bringing your brand personality alive by answering five questions about the Big Five of Luxury Brand Personality.
Across virtually all societies, humans feel a need to anthropomorphise inanimate objects (Freling and Forbes, 2005). When asked to imagine a brand as a person, people show no difficulty in assigning human characteristics to brands as if they would describe other people. Brand managers often try to humanise their brands with anthropomorphisation techniques using brand characters, mascots, and spokespeople. Benefits include improved brand liking and closer brand–consumer relationships, which can even reach the level of brand love and ‘irrational’ loyalty (MacInnis and Folkes, 2017).
Paradoxically, anecdotal evidence suggests that many brand managers do not believe their brand to be people themselves, even though they may aim at creating anthropomorphised brands in the minds of consumers. For many brands, ‘brand personality’ still does not consist of more than a few traits that are used for brand personification (Freling and Forbes, 2005). Drawing on the concept of anthropomorphisation, the personality–driven approach to branding complements identity–driven brand management and takes it a step further.
What is Personality–driven Branding?
Personality–driven branding can be characterised by the following four main features:
1. The brand is seen as a person by everyone inside the company: The central idea of personality–driven branding is to enliven a brand internally in the minds of brand managers and company employees (MacInnis and Folkes, 2017). If managers aim to humanise their brand in the minds of their customers, first, they should start treating their brand as a person themselves.
2. The brand personality has her own free will, in line with the brand vision: One of the essential characteristics of humans is their free will. Therefore, to anthropomorphise brands, they must be seen as intentional agents – and their primary intention should be to pursue the brand’s vision. When the brand becomes a strong character, it can spark both the employee’s enthusiasm and the customer’s passion for the brand.
3. Thinking of the brand’s personality should evoke mental pictures comparable to consumers’ hold about real people: Instead of just with a few terms, the brand personality should be described sufficiently detailed to evoke a metaphoric mental picture about what kind of person the brand aims to represent: How does the brand personality look like? What are her/his personality traits? What is her/his lifestyle? By bringing a unique brand personality alive, marketers are creating a whole universe of symbolic meaning as a basis for brand differentiation.
4. The brand personality becomes the focal point of brand management: While brand personality is often considered as an independent concept that affects brands only in some peripheral and marginal way, personality–driven branding turns it into the main source of inspiration for brand–building and the focal point for brand management; guiding all branding and business decisions. Having in mind a clear mental picture of their brand personality, marketers could ask: How would the brand personality design a new product? How would s/he design a website or flyer? Karl Lagerfeld, for instance, does not imitate Coco Chanel’s style, but tries to understand her personality, take on the perspective of her ghost–soul and interprets her style and yet adapts it to modern times. The Chanel jewellery flagship store at Place Vendôme in Paris, for instance, was designed around the question: “In what sort of interior would Mlle. Chanel live today?” Designers used portraits of the founder, recreated her living room and some personal objects and as a result, the aura of Coco Chanel is clearly evident throughout the store (Dion and Arnould, 2011). When people inside the company align their actions by interacting with the brand personality, they are making the organisation seem acting as one person, which improves brand consistency. This can help reduce misunderstandings within the marketing team and especially in cooperation with external agencies.
[ms-protect-content id=”9932″]
How to bring a Brand Personality alive?
To bring a brand personality alive, it must first be described in detail, for instance, on the basis of the major brand personality dimensions. Based on a number of studies, five distinct personality dimensions of luxury brands were identified including tradition, modesty, elitism, eccentricity, and sensuality (Heine et al., 2018).
T hey capture the most important differences of possible brand personality characteristics in the luxury segment. Each of them reflects one of the key issues of the luxury segment: Tradition & culture, wealth & possessions, status & the role of other people, society & reference groups, and ambition & hedonism. Given that, many managers are inclined to find a lot of brand personality traits attractive, they can feel challenged to decide between them and are tempted to equip their brands with too many traits. As the dimensions of high–end brand personality are bipolar, brand managers are inevitably forced to decide between opposing traits to characterise their brand, which leads to more distinctive and consistent brand personalities. These Big Five dimensions can be thought of as five key questions about how brand managers want their brand to be. Each decision has a strong impact on the brand’s character and appearance. Answering the following five questions may help you develop a clear mental picture of your brand personality:
Question 1 – Tradition: Does your brand prefer preserving old–established traditions, heritage and culture, or is s/he rather open to progressive changes, reinventing society?
This dimension reflects a brand personality’s perspective on changes of tradition and culture in society. While a traditional personality looks much into the past as a source for inspiration, a modernist may rather refer to the present or future. While tradition is typical for many luxury brands such as Hackett and Rolls-Royce, it is still not an essential characteristic, which is proven by the success of modern brands such as Tom Ford or Richard Mille. However, while a traditional worldview contrasts with liberal ideas on society, it was found that it can still be combined with being open to new ideas, innovation and creativity. To account for that, Glisky et al. (1991) identified two independent dimensions of openness. The brand personality dimension ‘Tradition’ is closely related to one of them: ‘socio-political liberalism,’ the idea that society should be liberal, open, tolerant, experimental, progressive and individualistic.
Question 2 – Modesty: Does your brand represent a personality who desires being wealthy and owning or collecting beautiful and valuable objects? Or does s/he prefer a rather modest lifestyle?
Unsurprisingly, the desire for the accumulation and display of wealth is a major issue in the luxury segment. The demanding pole is related to traits such as aspiring, discerning and extravagant and corresponds to the human personality trait of materialism — the desire to accumulate possessions. Possessions can be accumulated to show one’s wealth through conspicuous leisure or consumption (Veblen, 1899) or to leave something behind (for instance, one merely looks after a Patek Philippe for the next generation). Symbols of conspicuousness include ostentatious logos and valuable materials such as gold and diamonds. Louis Vuitton appears to be the embodiment of a demanding brand. Whether in an ostentatious or more subtle manner, conspicuous brands typically represent the lavish and glamorous lifestyle of the ‘rich and famous’ depicted in the popular media. This is reflected by the motto of Mae West: “Too much of a good thing can be wonderful.”
The modest pole is related to being humble, moderate, frugal, down-to-earth and grounded and also idealistic, spiritual, intellectual, and philosophical. This is consistent with a rather simple or even ascetic way of life and with conscious instead of conspicuousness consumption. With a post–materialistic mindset, people may feel a desire for personal growth and self-transcendence and passion for some higher purpose in life. Typical examples for understated luxury include Bottega, Veneta, Loro Piana, Aman Resorts, and other forms of invisible luxury ranging from members–only institutions to the subtle aesthetics of Japanese Zen culture.
Question 3 – Elitism: Is your brand generally approachable and sociable or is s/he rather differentiating from others, staying within her exclusive circles?
Elitism refers to interpersonal aspects dealing with the role of other people and the need for social comparison and distinction. With an elitist disposition, the brand personality seeks status and exclusivity and is rather unapproachable to out–group members (who are not part of the target group), which is related to being reserved, distant, formal, refined, graceful, competitive, and authoritative. This can be symbolised by exclusive clubs and VIP areas.
The approachable pole, on the other hand, is related to heartiness, genuine joy, social responsibility, egalitarianism and to traits such as friendly, cheerful, cordial, considerate, trusting, generous, unpretentious, and outgoing. The post–modern ‘democratisation of luxury’ is limited insofar that luxury is by its basic definition not accessible by anyone at any time. Brands seen as elitist include Gucci and Rolex whereas benevolent brands include House of Dagmar and Ermenegildo Zegna. A study by Ward and Dahl (2014) suggests that brand desirability can increase under certain conditions when an aspirational brand personality is perceived as being unapproachable. However, a brand that is perceived as being too arrogant could cause a detrimental effect.
Question 4 – Eccentricity: Does your brand personality prefer conforming to prevailing social standards or is s/he ready to break the rules?
This dimension refers to a person’s level of non–conformity with norms and expectations of society and within her reference groups. Decent personalities prefer to respect hierarchy, to be discreet, polite and well–behaved in order to ‘fit in’ and to be liked and accepted. In contrast, non-conforming or even eccentric personalities prefer to ‘stand out’, be creative, and imaginative or even a bit crazy, provocative, and rebellious. The brand personality dimension ‘Eccentricity’ is closely related to the other of the two dimensions of openness identified by Glisky et al. (1991) capturing love for aesthetics, curiosity, fantasy, and unconventional views of reality.
While Hugo Boss appears to be the prototypical example for a brand that allows consumers to fit in, representative brands for the eccentric pole include Cavalli and Moschino. In order to gain an impression of the eccentric personality disposition, it helps to look at a picture of Salvador Dalí with his Colombian ocelot Babou. A central idea of luxury has been the self–determined use of one’s time and freedom from duties and limitations, which extends to non–conformity with social expectations (Veblen, 1899). As shown by Coco Chanel, Christian Dior and Yves Saint Laurent, who all broke the rules of their times, some ‘shocking’ and the freedom of ‘doing what you want’ is engraved in the nature of luxury brands. However, this freedom may be somewhat limited as the slogan by Audemars Piguet suggests: “To break the rules, you must first master them.”
Question 5 – Sensuality: Is your brand personality tough–minded and self–disciplined with a strong will to achieve her/his life mission or is s/he seeking enjoyment of life and pleasure of the senses?
This dimension refers to life goal–related aspects of brand personality and in particular to the level of strength to achieve ambitious goals and self–restraint from immediate gratification vs. sensuality and self-indulgence. Is your brand personality tough–minded and self–disciplined with a strong will to achieve her/his life mission or is s/he seeking enjoyment of life and pleasure of the senses? The tough pole is related to traits such as purposeful, ambitious, persistent, strong-minded, courageous, vigorous, active, dynamic, and energetic. On the other hand, the sensual pole refers to the pursuit of love, beauty and enjoyment and a happy and comfortable life, which is related to traits such as hedonistic, lighthearted, emotional, tender–minded, dreamy, sensuous and romantic. Archetypical representatives include entrepreneurs, creators and makers on the one hand and dandies, hedonists, gourmets and connoisseurs on the other. Hugo Boss is considered as a typical tough–minded brand and Jean Paul Gaultier as a typical sensual brand. This is reflected by their advertising, for instance, with a sharp–witted businessman giving interviews at a press conference versus a mystic princess riding on a rainbow with her unicorn.
[/ms-protect-content]
About the Authors
Leave a reply cancel reply.
Save my name, email, and website in this browser for the next time I comment.
Ddc global investor summit 2024, 5th annual executive & personal assistant conference, ai & big data expo europe, ai expo europe 2024, world business forum new york 2024, world business forum 2024 milano, london climate technology show 2024, bringing technology to market, adopting deep tech in smes via open innovation: pains and routes – iese, info session executive education & mba programmes – vlerick business school, coffee meeting in zurich – copenhagen business school, online info session in sustainability – vlerick business school, coffee meeting in geneva – copenhagen business school, emba x online info event – university of st. gallen, top business schools discuss: the value of an mba – wharton business school, virtual day with darden – darden business school, full-time mba virtual information session – usc marshall, mit sloan alumni online: matt beane, sm ’14, phd ’17 – mit sloan, your international journey with audencia: programs & opportunities – audencia business school, master open day – university of st. gallen, campus visit – yale school of management, managing individual and organizational change – darden school of business, yale school of management campus visit – yale school of management, featured articles.
Future series.
This will close in 20 seconds
Data Analysis & Insights Luxury
6 minute read
Launchmetrics Content Team Mar 19, 2019
Home / Blogs / Data Analysis & Insights / 5 Envy Worthy Brand Positioning Examples in Luxury
What exactly is brand positioning?
In other words: What differentiates one luxury brand from its competitors? How does the brand story connect with and entice a target audience? And what does the brand do to not only reinforce their story, but to ensure it stays relevant with the changing times?
To get a better idea of how it’s done, let’s take a look at five luxury brands who are doing it right.
In this article you’ll learn…
Stella mccartney.
Mention the idea of luxury with a conscience and the name Stella McCartney is bound to come up. Indeed, McCartney’s brand isn’t just in that space — she practically invented it. Since launching her eponymous label in 2001, McCartney has eschewed the use of leather, fur and PVC in her collections and has sought out ways to make luxury fashion sustainable and environmentally-friendly. It’s this commitment to her values that gives McCartney a unique position in the luxury market. Consumers who share her values are drawn to the brand for more than its aesthetic.
The success of the Stella McCartney brand reveals one way to boost your brand's positioning: establish and uphold core values that your target audience connects with and cares about.
View this post on Instagram A post shared by Stella McCartney (@stellamccartney)
“A heritage cannot be created,” says Breitling on their website, “it must be earned. And that is what sets the Breitling story apart.”
Breitling is certainly not the only luxury watch brand to make heritage an underlying part of their brand positioning strategy. But what differentiates them is their clear and consistent brand message as a maker of precise, indestructible watches of such high quality that they’re trusted by the marine and aviation industries. This heritage of taking to the seas and skies brings with it adventure, nostalgia, and a pioneering spirit that certain consumers long to be associated with.
Click To Tweet
Breitling understands that positioning a heritage brand in the modern day requires a balance of the past and present. Hence their social media presence is aimed at a modern audience, yet draws heavily on the nostalgic mood that gives them a unique place in the market. And while Breitling has traditionally centered itself in the realm of the gentleman, the brand has recently adapted its brand positioning strategy to be more inclusive to women — a smart move in the post #metoo era.
View this post on Instagram A woman of action. Olympic skiing champion and pilot @dominiquegisin after flying at Kägiswil airfield in Switzerland. . #breitling #squadonamission #navitimer #automatic #pilot #cockpitview #pilotwatches #icon #silverdial #flying #aircraft #swissmade #watches #alps #switzerland A post shared by BREITLING (@breitling) on Jan 9, 2019 at 11:12am PST
In the minds of consumers, Valentino is synonymous with elegance, sophistication and romance. That brand story was carved out from the start, by founder Valentino Garavani in the 1960s, and has been carefully maintained ever since.
The fashion house positions itself as elite and exclusive , often appearing on red carpets and in celebrity wardrobes; but all luxury fashion brands need to distinguish themselves in some way, and Valentino does it with a unique sense of refinement . This is displayed in their collections, which often reference art, mythology, history, and different cultures.
Valentino’s unique brand position is also cemented by the right collaborations. These are used to further the brand image as being cultured and refined — for example, for their most recent collection they commissioned poetry from several modern poets, which was then shared on social media.
View this post on Instagram British multihyphenate @gretabellamacina worked on a collection of poems, inspired by the #ValentinoFW19 collection. The works, which appear in #ValentinoOnLove are a study in the search for love, and “the broken light behind each day.” Watch the Women’s FW19 show live from Paris today at 5PM CET. A post shared by Valentino (@maisonvalentino) on Mar 3, 2019 at 12:07am PST
Louis Vuitton is one of the most well-known and covetable luxury brands in the world. But what is it that gives it a unique position in the minds of consumers?
While Louis Vuitton’s design aesthetic changes dramatically depending on who’s helming each subset of the brand, one thing remains consistent: the LV monogram print. This is an anchor to the brand’s heritage — let’s not forget that Louis Vuitton started out life as a maker of exceptionally-crafted luggage pieces. This fact is ever-present at the heart of the brand’s positioning strategy, with the themes of travel and adventure underlying everything they do.
In the case of Louis Vuitton, travel is presented in a philosophical light. It’s about the journey rather than the destination; adventure and exploration are presented as exciting, exotic and deeply desirable. This message echoes through the brand’s collections, events and marketing materials, and positions it firmly as the kind of luxury brand that anyone who dreams of adventure would want to buy into.
If you want to know how to do brand positioning in the luxury jewelry space, look no further than Tiffany & Co. Their position is deeply rooted in an emotional connection between consumer and brand ; a connection strengthened by cultural references, cinema and celebrity. It’s because of this that, even before it is opened, their signature blue gift box is immediately recognized as a symbol of elegance, affluence and love.
Today, Tiffany & Co’s brand positioning strategy is evident in their social media content. The brand collaborates with top-level influencers as a way to heighten their luxury image and boost their relevance with next-generation consumers. For example, a post from Kendall Jenner wearing Tiffany & Co at the 2018 Met Gala garnered over 4.4 million likes and, more importantly, leveraged both her celebrity power and the glamour and exclusivity of the event to strengthen the brand’s position.
View this post on Instagram Met! @tiffanyandco #tiffanypaperflowers #ad A post shared by Kendall (@kendalljenner) on May 7, 2018 at 9:13pm PDT
These five luxury brands have made their mark in their industries, and have come to dominate their market space, staying ahead of competitors. Knowing where your brand stands in the market in the minds of consumers is essential for understanding how to outplay competition in the ever-changing fashion, luxury or cosmetics industries. And in order to do this, there are several factors to take into account:
Are you aware of who your audience is? The influencers they follow, the events they attend or participate in digitally, the media outlets they read, and which of your competitors they pay the most attention to.
Knowing which influencers are loyal to your brand and the audiences they’re activating will help you make more strategic decisions when collaborating with opinion leaders, so as to guard brand authenticity and activate your target consumers.
Another crucial step to understanding brand positioning is identifying which brands your brand is associated with. Perhaps you’re hoping to be associated with Chanel, yet your brand gets mentioned alongside up and coming luxury brands as opposed to heritage ones. Spotting these incongruencies will aid you in perfecting your positioning strategy.
If you’d like to learn more about how to obtain a brand positioning analysis, read all about it here .
The Launchmetrics content team is always on the lookout for new trends in the fashion and technology sector. We are geeks with style and lovers of good stories!
You might also like, the 4 ways companies can stay sustainable without compromising efficiency.
Brand Listening Fashion & Retail
Fashion & Retail Influencer Marketing
Fashion & Retail
This content needs cookies to be enabled to be displayed.
To enjoy the best browsing experience across the Launchmetrics website, please accept cookies.
Accept all cookies
We know the secret of your success
Personal Statement/Motivational Statement/Statement of Purpose for Marketing and Brand Management, Essex University, United Kingdom
With over 1 billion websites in the world, it is glaring that marketing has gone beyond the conventional means of TV, radio, billboard etc., the internet is much bigger than all the traditional marketing medium we are accustomed to; with over 4.6 billion, the internet is the biggest market in the world. Different types of websites; social media, e-commerce, video streaming, payment systems, wikis, forums and blog has since sprung up with many making a record number of revenues within a short period of fewer than 20 years and reaching many countries that will otherwise have been impossible without the internet. Hence, many big businesses need a web presence to succeed or gain new markets. This is by no means an easy task because of the stiff competition in website ranking by the major search engines. Also, the challenges of managing, promoting and re-branding businesses with a presence in many countries are becoming a herculean task. The quest for a post-graduate program in a reputable institution started within the first 3 years of my working experience after realising how exciting and wide the marketing field can be, and I recognise the importance of broadening my knowledge in other to improve my performance and take advantage of the various opportunities available in the marketing space globally.
I graduated with B.Sc. in Economics and an MBA in Marketing from The Lagos State University, Nigeria. I have an impressive 16 years' experience cutting across the information, media and broadcasting sector with hands-on experience in direct marketing, adverts productions, camera handling, editing, door to door marketing, client services, scheduling of adverts, liaising with media agencies, forecasting, product analysis, events planning, media planning campaigns, preparation of sales brief, advert productions and general media consultancy. Even though I had my first degree in Economics, I found myself in the Marketing field, perhaps by chance. Still, I have found media and productions interesting ever since I started working at the Nigeria Television Authority (NTA). I also own a media company called Impulse Media Consulting; this is a company I conceived to carve a niche with my immediate environment's needs. While working at NTA, I saw the need to have a production outfit, and since 2008 I have been involved in full productions of programmes, advert, scripting, editing and event coverage. I have handled full productions and adverts for big companies like Cway Group, Chocolate Hair, Soothe Pharmaceuticals, to mention a few. Also, I have my company's program called "Diaspora Living", the programme was aired on ABN TV TEXAS and a couple of Nigerian television stations, there are also 14 episodes on YouTube; https://youtu.be/1NL1NNNKpCk .
I am currently the marketing manager at NTA, where I oversee the marketing efforts of the institution. I was also a member of the team that drafted the very first 5-year strategic plan for income generation for the institution. My quest for knowledge has also led me to become a member of the National Institute of Marketing of Nigeria. Some of the training I have attended includes: Improving Sales and Marketing Performance in Recession, African Brands Review Training, Training on Writing a Winning Proposal, Training on Media Buying, Camera Handling and Editing Training etc. After severa l years of doi ng conventiona l mar keting, I have decided to upgrade my mar keting ski llset to ta ke fu ll advantage of the opportunities avai lable globally . In furtherance of this, I began to search for courses that can help me achieve this goal in an institution with a record of accomplishment in the mar keti ng field . After several searches, I came across this master's i n Marketing and Brand Management programme in your reputable institution, and I got interested. I love this program because it focuses not just on mar keting but a lso on management, culture and the application of brand communication theories . I read the testimonials of previous students and had the feeling that "this program is right for me".
According to the Times Higher Education Website, the University of Essex ranks in the top 40 in the United Kingdom and top 350 globally; I am confident I will be learning from one of the best institutions in the world. I am a lso convinced that this program will go a long way in improving my mar keting skills by exposing me to modern-day practice in the field, which will also be of great use in my current job. Lastly, I am a passionate soccer fan, and I hope that the wor ld retur ns to norma l after the Covid-19 pa ndemic to enjoy the atmosphere at the various stadiums in London whi le watchi ng my favourite team Arsena l .
Last updated : Oct 18, 2022 02:59 PM
Academicianhelp.
Your one-stop website for academic resources, tutoring, writing, editing, study abroad application, cv writing & proofreading needs.
Price calculator, call +442039502729 for more information.
We are an innov
Price: 40 gbp.
IMAGES
VIDEO
COMMENTS
1. Larry Kim. Probably one of the most famous examples out there, this personal branding statement conveys a lot of information in just one simple sentence. Larry Kim, the professional search marketing expert, created his statement to highlight the importance of differentiation.
Advertising and Brand Management Personal Statement . Advertising and marketisation can be found almost everywhere today. From the glowing Times Square to a five second ad before a Youtube video. However more recently, there has been an introduction of a much more personal market where advertisements fit the criteria of what an individual may ...
Malala Yousafzai is the youngest Nobel laureate and an activist whose fund aims to remove the barriers to female education around the world. What makes it great: Her bio highlights her impressive achievements with language that makes her sound relatable. "Marketing. Strategy.
Hermes' brand philosophy. The Hermès' brand philosophy can possibly be summarised by a single sentence quote from former CEO Jean-Louis Dumas - "We don't have a policy of image, we have a policy of product". The brand philosophy is deeply entrenched in the platforms of "quality" and "refinement".
Her personal brand statement, "Let's embark on design adventures and enjoy the journey together," underscores her proficiency and emphasizes her engaging and playful nature. Melyssa Griffin With over 20,000 students enrolled in her courses and recognition in publications like Business Insider, Forbes, and Entrepreneur, Melyssa has established ...
A personal brand statement is 1 to 3 sentences that uniquely sum up your values, skills, and expertise. Write a personal brand statement by first picking your audience and medium, then brainstorm, write a rough draft, and edit. Emphasize your unique value in your personal brand statement. Personal brand statements are helpful for standing out ...
Luxury Brand Management - MA. Currently viewing course to start in 2024/25 Entry. This course will address the specific challenges and opportunities of the luxury sector and is the perfect choice for students that see their future careers with premium, high-end and luxury brands. We enable you to become a confident leader and an innovative ...
This Luxury Brand Management master's is one of just a few courses of its kind in the UK. You'll look at a variety of premium industries including; fashion, perfume, hotels, yachts, automobiles, fine wines and spirits, and exclusive clubs. Our MA Luxury Brand Management degree covers brand design and management, whilst exploring current ...
Luxury Brand Management equips you with the strategic vision and acumen to thrive as a trailblazing leader. Master the art of crafting experiences that enchant and inspire. Discover the essence of storytelling, design, and customer-centricity that elevates luxury brands to ethereal heights. Engage with distinguished luxury brands on real-world ...
This MA Luxury Brand Management masters degree course will give you the confidence and experience to accelerate your career in the Luxury sector. Learn more. ... We love to hear people's motivations and aspirations, so please make your personal statement, 'personal'. Using a minimum of 500 words, please use your personal statement to explain:
A 500-700 word personal statement (view guidance) If you're not a native English speaker, proof of your English proficiency ... In this module, you will prepare a plan for starting up a new venture related to the luxury brand management sector. You will produce a start-up project report, which consists of a feasibility research section, a start ...
Why study MA Luxury Brand Management at Goldsmiths. This Masters equips you with the management, entrepreneurial, marketing and professional skills to work in the luxury goods and experiential luxury industry. The luxury brands sector encompasses the fashion and retail industry, as well as sectors such as tourism, hospitality, food and beverage ...
Fashion is creative, seductive, always changing and a form of art, to others it is a religion. To me I use fashion to express myself and also to show my personality but also look glamorous. I mostly like the 1920s style because it's the time when women were more liberated to wear what they wanted, the freedom was expressed through simple but yet elegant designs that were beautifully co ...
CV for Luxury Brands example. Andrew Fennell. Luxury brand employers are always on the lookout for exceptional candidates, so your job application needs to make a big impact. This guide, which includes an example CV for luxury brands, will show exactly how to create a dazzling CV that will attract the best luxury employers on the market.
Abstract. The luxury industry is large, complex and very competitive and one that has flourished significantly in the past couple of decades (Okonkwo, 2009a; Ko et al., 2016). Luxury was once known as a quiet industry that was driven by product excellence and managed by families. Its value proposition was made up of a mix of high-quality ...
1. Luxury Brand Manager. The clear-as-a-bell job option after completing a degree in the luxury brand is to be a luxury brand manager. If you want to work as a brand manager, you will be accountable for down-the-line marketing and branding strategy to benefit the brand in targeting the relevant clientage. Also, the work would include presenting ...
Luxury brand management (LBM) is a holistic approach towards understanding market dynamics. Using market research to record trends in customer behaviour, and using this information to strategically place, price and promote products in such a way so as to maintain and expand the customer base. Further, taking steps to bring in continuous ...
This paper combines the brand personality and brand anthropomorphization concepts and introduces the notion of personality-driven brand management especially for the context of luxury branding. A central part of this paper is a study about the major dimensions of luxury brand personality. Results suggest that there exist five distinct luxury personality dimensions including tradition, modesty ...
Fashion Marketing Personal Statement Example. Example 1. My passion for fashion marketing was ignited by the vibrant and dynamic world depicted in the popular Netflix series, "Emily in Paris.". From a young age, I was fascinated by the endless possibilities of self-expression through fashion, and the role it played in shaping our ...
Be it any industrial visit, internship, or full-fledged job, professional experiences are the major highlight of any personal statement. In case you need an ideal write-up for brand and luxury management, moving to professional help would be a good option. Professional help for getting SOP for Luxury Brand Management would definitely save you ...
A brand is, in essence, a language that can cross borders and cultures, and brands are thus crucial in the age of globalization. It is due to my understanding of the value of branding that I am inspired to apply to your MSc Brand Management program. Having already acquired work experience in marketing and brand development, I believe that ...
When the brand becomes a strong character, it can spark both the employee's enthusiasm and the customer's passion for the brand. The central idea of personality-driven branding is to enliven a brand internally in the minds of brand managers and company employees. 3. Thinking of the brand's personality should evoke mental pictures ...
Stella McCartney. Mention the idea of luxury with a conscience and the name Stella McCartney is bound to come up. Indeed, McCartney's brand isn't just in that space — she practically invented it. Since launching her eponymous label in 2001, McCartney has eschewed the use of leather, fur and PVC in her collections and has sought out ways ...
Personal Statement/Motivational Statement/Statement of Purpose for Marketing and Brand Management, Essex University, United Kingdom. With over 1 billion websites in the world, it is glaring that marketing has gone beyond the conventional means of TV, radio, billboard etc., the internet is much bigger than all the traditional marketing medium we ...