“Selling Luxury Masterclass”

The paradoxes of luxury may seem strange because they go against the logic of the global marketing market. In order to be successful in this field, it is necessary to adopt a completely different strategy to traditional marketing. Because managing luxury is actually managing paradoxes.

Customers of luxury goods are different from those purchasing mass-market goods. They differentiate themselves starting from their social status, to the way they live their life and to things that influence their purchasing decision. Luxury customers often explain the purchase of luxury as a fantasy fulfilment charged with emotional and social content. In this course you will discover the modern consumer, the consumers’ perception of the apparel products brand image, the development of consumers’ behaviour for the luxury brands and who is the future luxury buyer.

You will understand better sectors like the luxury fashion, luxury jewellery & watches, luxury perfumes & cosmetics, wine & spirits.

Luxury Marketing and communication are completely different from the function of traditional ways of promotion. In luxury, brands communicate in order to create dreams and get to the psychological side of the customers. Therefore, communication is done in a dreamlike way, but sufficiently vague so that people could establish their personal relationship with the brand. In this course you will find out the most important ways of communication in luxury.

Selling is a form of art and only excellence is accepted in the field of luxury. A sales day can be easily compared to a theater scene in which the salespeople learn their speech, arrange the scene and follow the manager's advice with the precise purpose of maintaining a good atmosphere. Sales agents are among the most important people in the luxury business. Find out a step-by-step approach to sell luxury products in retail.