Luxury Brand Management: Where Strategy Meets Creativity
The global luxury industry has never been so diverse. Today’s luxury professionals must possess the capacity to evolve; they require an international outlook and an acute knowledge of this complex and discerning marketplace.
The Luxury Brand Management specialization merges strategic thinking with corporate creativity and integrates rigor and intellectual scope, vital to successfully understanding the high-end market. It focuses on how the luxury industry interacts with the twenty-first century’s economic, cultural, and technological environments, The characteristics of today’s luxury consumers, and the resonances generated by high-end goods and services.
The Luxury Brand Management specialization seeks to produce imaginative practitioners able to apply their business knowledge and creativity across specific industries.
AT A GLANCE
- Diverse Student Community: Students from various backgrounds, cultures, and interests. A collaborative and international learning environment.
- Hands-on, Project-Based Learning: Real-world business model development. Practical exposure to entrepreneurship in the luxury sector.
- Balance of hard and soft skills for industry success: Focusing on product strategy, emerging trends, and customer expectations in the luxury market.
- Global Luxury Market Insights: Study of regional luxury markets and their unique consumer behaviours. Insights into the digital transformation of luxury brands. Impact of sustainability and ethical sourcing in luxury.
- Entrepreneurial and Innovation-Focused Approach: Development of innovative business solutions for luxury brands. Understanding how to launch and scale a luxury business. Exposure to venture capital and funding opportunities in luxury. Creative problem-solving techniques for emerging industry challenges.
What does the job of Luxury Brand Manager involve?
In the luxury sector, the luxury brand manager is the first person responsible for the brand image of his client. In essence, this professional oversees making his client known and the offers that he proposes. This profession is very important in the luxury sector where notoriety is very important.
The role of the luxury brand manager is above all to accompany his client in the development of his brand image. His actions will also allow the luxury brands he represents to stand out.
Generally, the luxury brand manager promotes luxury products such as vehicles or fashion accessories. However, this professional can also promote different luxury services for wealthy clients or companies.
STUDY PLAN
The Brand Management Specialization provides in-depth knowledge and skills to manage and grow luxury brands effectively. You’ll explore Sustainable Luxury, focusing on eco-conscious practices
in the luxury industry, and Luxury Distribution, where you’ll learn how high-end products are distributed globally. Additionally, you’ll explore the Luxury Real Estate Industry, gaining insights into the high-end property market.
The courses also cover Luxury Customer Experience, teaching you how to create memorable and exclusive experiences for luxury consumers. This specialization prepares you for strategic roles in managing luxury brands with a focus on distribution, sustainability, and exceptional customer experience.
WHAT WILL YOU GET OUT OF YOUR MASTER AT IUM?
Upon successful completion of the program in Luxury, participants will be able to:
- Manage concepts, tools, and frameworks necessary to recognize, analyze, and manage the business variables and issues specific to the luxury industry.
- Evaluate the interrelationship between branding strategies and corporate, business strategies.
- Understand the mechanism by which companies are developing new creative solutions and innovation processes to differentiate themselves.
- Demonstrate a culture of appreciation for the quality of service, the immaterial, emotional, and sensory dimensions of Luxury.
Career opportunities
This MSc’s degree program is a complete immersion into general luxury business management subjects, enabling you to face and solve different strategic planning and luxury portfolio management issues. It introduces you to the operational, financial, marketing, and product problems that impact strategic and business decisions while providing a focused insight into the exciting traits of the industry. The program provides all the theories and practical knowledge necessary to develop the skills that can lead to careers in:
- Product and Brand Management: Focuses on developing, positioning, and maintaining a brand’s identity and products in the market. This role involves market research, strategy development, and overseeing marketing campaigns to ensure brand consistency and growth.
- Communication: Involves managing internal and external messaging for a company, including public relations, corporate communication, media relations, and marketing. Professionals in this field ensure clear, effective, and engaging communication between businesses and their audiences.
- E-commerce and Luxury Distribution: Specializes in selling and distributing high-end products through online platforms and retail channels. This role includes managing online stores, digital marketing, logistics, and ensuring a seamless customer experience in the luxury market.
- Entrepreneurship: Involves identifying business opportunities, creating and managing startups, and developing innovative solutions. Entrepreneurs take financial risks to establish and grow businesses, requiring strong leadership, strategic planning, and adaptability.
The MSc in Luxury Management program at IUM has enhanced my time management and planning, critical thinking, presentation skills, and leadership experience, matching academic models with real-life case studies.
Jessica Campbell, Alumna
Marketing Manager at L’Oréal Australia
PROFESSIONAL IMMERSION
The Specialization in Brand Management ensures that the curriculum matches the luxury business standards by working with luxury industry players. The interaction with luxury companies happens through several possible activities:
- Professional guest lecturers and series of CEO conferences on campus (Chloé, Bulgari Hotel, Galeries Lafayettes, Façonnable, JWT, Parmigiani, Mauboussin, Gucci, Fraser Yachts, Wally, YSL, Safilo, Richemont, Ralph Lauren, Fendi, Cartier, Orient-Express, etc.)
- Participation in the most significant luxury-related events (Car show in Geneva, Monaco Yacht Show and Luxe Pack in Monaco, TFWA in Cannes, Fiera del Mobile in Milan, International Jewelry Show in Valenza. Luxury Briefing London, etc.)
- Field trips to the more prestigious firms or industrial plants in Europe (L’Oréal, Hotel de Crillion Paris, Louis Vuitton, Valentino, Silversea Luxury Cruiseline, Bulgari, Gucci, Ermenegildo Zegna, Azimut Benetti Group, Fendi, Bulgari Hotel, Safilo, Ralph Lauren, Roberto Cavalli, Stefano Ricci, etc.)
- Company presentations animated by HR managers interested in recruiting talents
Alumni Story
“The international atmosphere at IUM is what make the program an extraordinary experience and helps people in developing their personal and professional skills. The Master Program has given me so much, both in terms of Knowledge but above all in terms of methodological approach, combined with interpersonal relationships with colleagues from all over the world, and professors who, through their own personal experience have been able, day after day, to transfer to all of us their many experiences in their field of expertise.”
Matteo Piazza, MSc Luxury Management 2021, Deputy Store Manager – Rinascente,