Marketing in luxury
luxury marketing: building and protecting desirability, clienteling and experience, selective distribution, and the tension with digital and reach.
Luxury marketing operates on a different logic than mass-market consumer goods: the goal is often to restrict access, sustain desirability and protect brand equity rather than maximize reach. This block builds fluency in how luxury houses apply marketing fundamentals, from brand architecture to client experience, while respecting scarcity and heritage codes. You will learn how to read and compute the metrics that matter in this sector, from client lifetime value to full-price sell-through, benchmarked against maisons and conglomerates. Finally, you will examine the regulatory and ethical guardrails around advertising claims, counterfeiting, sustainability messaging and data privacy for high-net-worth clients, and the compliance checks required before any luxury campaign launches.
Ce que vous allez maîtriser
- Apply core marketing frameworks (segmentation, positioning, brand equity) to luxury-specific dynamics of scarcity, heritage and desirability
- Calculate and interpret sector-relevant metrics such as client lifetime value, full-price sell-through, acquisition cost per VIC and engagement funnels
- Benchmark a luxury brand's marketing performance against maison and conglomerate norms
- Conduct a pre-launch compliance check on a luxury campaign covering advertising claims, sustainability messaging and data privacy