4 days seminar taught by Dr Portanier divided in 2 parts.
PART 1 : COURSE ( 2 DAYS )
During two days, this intensive seminar explores the luxury universe of the Haute couture, ready-to-wear, accessories, perfumes, cosmetics and licensed products. As well as studying the design of the collections, the communication campaigns, the sales tools and the management aspects will be analysed in depth.
Through 600 slides, full with real case studies, participants will be introduced to the latest strategies and their practical applications in Luxury Brand Management.
PART 2 : CONSULTING SESSIONS ( 2 DAYS )
During two day, participants will present their company in class. Dr Portanier will deliver concrete advices to each of them in order to optimize their marketing strategy, the design of their products, shops, web site, and their communication campaigns.
A SUCCESSFUL CONCEPT
This type of seminar has already been very successful in companies, such as :
China national garment association, Iseg University (Portugal), the Chalhoub group (Kuwait)…
Profile of the participants : Ceo, Entrepreneur, Marketing Manager, Product Manager, Retail & Buying Manager, Communication and Digital Manager, Designer…
Type of companies : Middle range to high end companies in the field of : Fashion, Accessories, Perfume & Cosmetics, Retail, Hospitality, Design & Communication agencies…
PART 1 : COURSE PROGRAM
The program of this course, full with real case studies, includes:
Chapter 1 : Luxury marketing strategies and product differentiation.
Chapter 2 : Luxury fashion and product design. Creative researches.
Chapter 3 : Trend forecasting, trend books and utilisation of colors.
Chapter 4 : Product semiotic analysis and symbols decoding.
Chapter 5 : Job descriptions in luxury companies.
Chapter 6 : Packaging and product display strategies.
Chapter 7 : Luxury windows and interior design shops.
Chapter 8 : Production techniques of luxury goods.
Chapter 9 : Cost study, margin and selling price of luxury goods.
Chapter 10 : Luxury consumer analysis.
Chapter 11 : Communication strategies and budgets.
Chapter 12 : Advertising campaigns decoding and Internet web sites analysis.
Chapter 13 : Digital social media in the luxury sector.
Chapter 14 : Analysis and secrets of successful luxury brands.
PART 2 : CONSULTING SESSIONS
During the second part of the seminar, participants will introduce their companies to the audience, and they will present on PowerPoint : Their marketing strategy, their products, their windows and shops, their advertising campaigns, their Internet web site…
Each case study will be debated in class with all thee participants sharing their experiences and ideas.
Dr. Pascal Portanier will analyse immediately eachh company and will bring concrete solutions to theirir problems, such as :
How to adopt a new marketing strategy.
How to increase my design and creative capacities.
How to develop new products and collections.
How to rethink my sales tools: Windows, packaging, displays, shops, brochures.
How to optimize my Internet web site.
How to improve my communication campaigns.
Dr Pascal Portanier
- Ph.D in Luxury Brand Management
- 15 years’ experience as designer and project manager for luxury brands,
such as :
Karl Lagerfeld, Lancôme, Clarins, Rodier,
Guinot, Rosenthal, Balenciaga, Biotherm…
- 15 years’ experience as Professor & Lecturer in prestigious institutions,
such as :
HEC Paris. N°1 French Business School
Chalhoub group (Koweit)
China National Garment Association (China)
Luxor Management (Russia & Kazakhstan)
Fashion week conmoda (Peru)
London College of Fashion (GB & Dubai)
International University of Monaco
ISEG University (Portugal)
University of Business and Economics (China)
Fashion Design Institute (Germany)
Maison du luxe (Brazil)
Central Saint Martins College (Argentina)
Dr Pascal Portanier
A worldwide expert in Luxury Brand Management.
Dr Pascal Portanier information
This course is taught by Dr Pascal Portanier, Ph.D in Luxury Brand Management, and who has 15 years’ experience in marketing and design for luxury brands such as : Karl Lagerfeld, Rodier, Rosenthal, Lancôme, Clarins, Institut Guinot...
Dr Portanier is a worldwide expert in the field, and has been giving seminars for the last 15 years in the most prestigious universities in Monaco, London, Dubai, Moscow, Beijing and Lisbon. Furthermore, Pascal, former Senior Manager at Accenture Consulting, is delivering consultancy on their branding and design strategies to high end companies in the Middle East, South America and Asia.
"An amazing immersion experience into luxury strategies, product design, and communication developments”.
“Dr. Portanier is a master in his craft of luxury branding and manages to create an interesting and in depth course for professionals, university graduates, and all people interested in luxury and design”.
"Pascal is a truly inspiring lecturer!"
“The luxury brand management course gave me everything. I needed to re-align my brand and plan for the future. I would highly recommend this course. It was worth flying in from Zambia”.
“The course was great, and I believe that the content and overall experience was enhanced because it was taught by Dr. Portanier himself ! You are an inspiration”.
“Joining together management and design, this course which offers both theory and practice represents a real added value. I highly recommend it ! ".