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The Luxury market, both in Portugal and Worldwide, continues to be very attractive for companies and brands, a sector characterized by high profitability and growth rates.

Managing Luxury products and services is a challenging task, which requires a careful balance between creativity and design as well as brand image and corporate objectives.

The Luxury Brand Management Executive Course is an intensive four day program, which offers a unique opportunity to blend theory with practice. Thanks to the joint diploma brought together by two prestigious universities: London College of Fashion and ISEG, this exclusive course offers an in-depth knowledge of the Luxury Market, tutored by Dr. Pascal Portanier, one of the World´s 13 PhDs in Luxury Brand Management with extensive work experience in the Luxury Market. Participants will be able to share the expertise of guest speakers from renown international luxury brands from a variety of sectors – both products and services. The program includes a final Consulting Day, where each participant has the opportunity to present his/her own company/brand and listen to a personalized consulting service provided by Dr. Pascal Portanier.


TUTOR

Dr. Pascal Portanier is a French professor in Luxury Brand Management who has an extensive educational background and has been working for 20 years as a designer or project manager for luxury brands, such as Lagerfeld, Lancôme, L'Oréal, Clarins, Biotherm, Rosenthal, Guinot and Rodier. Dr. Pascal Portanier has an MBA and a PhD in Luxury Brand Management. Most recently Pascal has been employed as a senior manager at the consultants Accenture and has been lecturing on Luxury Brand Management and Product Design at London College of Fashion – University of the Arts London, as well as educational institutions in Monaco, Beijing, Dubai, Shanghai, Kuwait, São Paulo and Moscow.

WHO SHOULD ATTEND: Professionals in the Luxury sector. Professionals who are interested in working in the Luxury sector: General managers, Brand managers, Marketing managers, Product managers, Comunication and RP managers, Creative directors, Communication Agency Executives, Designers, Entrepreneurs, among others.

COURSE COORDINATION: Assistant professor ISEG Helena Amaral Neto Executive Director | Global Press Isabel Jorge de Carvalho Director Vogue Portugal Paula Mateus


CONTENT DAY 1 | 15 MAY

DAY 2 | 16 MAY

DAY 3 | 17 MAY

1 MARKETING STRATEGIES IN THE LUXURY FIELD Luxury brands and identity theories. Brand extension theories and diversification strategies. CUSTO BARCELONA case study. Differentiation strategies: MONCLER case study.

5 PACKAGING INNOVATION Job definition: Packaging Manager. Packaging analysis: VAN CLEEF & ARPELS, DIOR. Packaging creations: DIOR, JEAN PAUL GAULTIER, DOLCE GABBANA.

2 LUXURY PRODUCT DEVELOPMENT Luxury product development phases. Luxury product positioning. Job description: product manager.

6 PRODUCTION TECHNIQUES, COSTS AND PRICES OF LUXURY GOODS Techniques: Fine jewellery, embroidery, haute couture, plastic and metal injection moulding, ceramic. Production costs: fixed and variable costs. Analytical accounting per product. Case studies: NINA RICCI cosmetics and VERSACE porcelain. Margins and quantities in the luxury field.

3 LUXURY PRODUCT DESIGN Phases: themes, competitive analysis, mood board: LONGCHAMP, BENETTON. Phases: trend book & PROMOSTYLE, product & fashion design: JEAN PAUL GAULTIER. Inspirations sources: MATISSE, YSL, ANDY WARHOL, LACROIX, JC DE CASTELBAJAC. Colours semiotics, Pantone. MARY KATRANTZOU case study. The 6 principles of design. JEAN PAUL GAULTIER case study. 4 SEMIOTIC ANALYSIS The semiotics techniques. Semiotic analysis: JEAN PAUL GAULTIER dress, VUITTON bag, HERMES perfume, HR cosmetics. Semiotic analysis perfume CHANEL N° 5 & perfume EGOISTE.

7 LUXURY CONSUMER ANALYSIS Consumer segmentation criteria and board. The 4 types of luxury clients. Consumer motivation and the Maslow’s hierarchy of needs. Consumer perception and Gestalt theories. 8 LUXURY COMMUNICATION Objectives of the PR and Press department. The CHANEL mobile art. The 3 types of sponsoring. The CARTIER foundation. 9 LUXURY INTERNET Web site evaluation system: Home page, design, synopsis. Profiling techniques & customized services: OAKLEY and VUITTON. Up-selling, cross-selling, online-selling: CUSTO BARCELONA, NET A PORTER. Web site analysis: CHANEL, PORSCHE, BULGARI, MAUBOUSSIN.


OTHER CASE STUDIES OF SUCCESSFUL NEW LUXURY BRANDS THAT WILL BE DISCUSSED

DAY 4 | 19 MAY

ZADIG & VOLTAIRE CHRISTIAN LOUBOUTIN VIKTOR & ROLF SHANGAI TANG

CONSULTING DAY: An opportunity for participants to discuss topics related to the development of specific luxury brands as well as their own businesses. Preparation and presentation of each participant´s company or brand, followed by group discussion and the tutor´s professional consulting solutions for each case study.

Dates: 15-19 May 2014 (4 day course) Thursday, Friday, Saturday (15,16,17 May): 9h-18h CONSULTING DAY

Monday (19 May): 9h-18h Language: English Tuition Fee: 1,950 eur This fee includes the Luxury Welcome kit, all documentation, coffee breaks and lunch, and parking space.

Topics chosen among the following: · Developing a targeted and strong brand identity · Optimization of collections and styles · New product/collections development · Developing creativity and building new creative skills · Display stands and exhibitions: the strategic role of sales tools · How to optimize your internet website · Advertising, Press and Communication campaigns · Targeting a new market

Diploma: Joint diploma University of the Arts London London College of Fashion and Universidade de Lisboa - ISEG Location: ISEG Rua do Quelhas, 6 1200-781 Lisboa Piso 4 - Anfiteatro 1 Information: Please contact us directly for more information and for an application form:

Sara Atalaya Rebelo Executive Program Development lisbon@executiveacademy.pt tel. +351 213 922 727 mob.+351 917 681 857 Applications: Please submit your application on: www.idefe.pt/lbm

Deadline: 5 May 2014 Limited places


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Luxury Brand Management | Executive Course