Conducted by:

Denis Morisset, Consultant & Executive Director at Essec MBA in International Luxury Brand Management

This Masterclass focuses on issues that are critical to effectively managing your luxury brand. Denis has worked for more than 20 years in the Luxury Fashion Industry and occupied CEO/COO positions with companies such as Polo Ralph Lauren (Europe), Pierre Balmain and Giorgio Armani (France).

Denis' particular focus and passion is emerging markets. He has collaborated with international companies on brand extensions & branding issues. His advice has also been invaluable to new brands and designers from emerging markets on their international distribution and retail strategies.

In September 2004, he became Executive Director of ESSEC MBA in International Luxury Brand Management as well as a professional faculty in various ESSEC Programs, including ESSEC general MBA, ESSEC Luxury brands MBA and IHMI (Hospitality MBA).

Bringing this depth of expertise to the Masterclass, he will conduct a highly interactive session supplemented with real case-studies, war stories and insights. Conducted as Masterclass, this is your opportunity to benefit from Denis' vast experience in a more niche group of your peers facilitating more in-depth high level discussions and debate.

Leave this masterclass with tools, tips and techniques so you can spearhead creative and innovative strategies to keep your brand at the forefront of the market.

General introduction
How to define luxury today?

• Luxury, Fashion & Heritage
  
• Highly exclusive luxury to affordable luxury
  
• New luxury segments
  
• New luxury consumers

A/ International luxury brand management foundations

1. Introduction to Luxury brands identity management

• Fundamentals on luxury brands identity
  
• Sources of luxury brands identity
  
• Luxury brands architecture

2. Leveraging luxury brands equity

• Managing exclusivity and accessibility factors
  
• Managing dream and aesthetic factors
  
• Innovating while remaining loyal to heritage
  
• Stretching/extending luxury brands without diluting their identity
  
• How to define luxury lifestyle strategies?

B/ Luxury brands international distribution strategies

• Distribution business models : wholesale, retail and licensing
  
• Why is retail becoming so vital for luxury brands?
  
• New retail channels for luxury brands : From directly operated stores to franchises and from free standing stores to department stores shop in shops , challenges and opportunities of travel retail and on-line distribution for luxury brands
  
• Agents, distributors, joint-ventures, fully-owned subsidiaries : the Middle-East case

C/ Marketing partnership and co-branding practices in the Luxury Industry

• Co-branding & partnership marketing formats in the Luxury Industry
  
• Opportunities & threat of co-branding in the luxury industry : best practices
  
• Illustration 1 : Luxury fashion brands & Luxury hospitality brands
  
• Illustration 2 : The Luxury destination marketing concept