What is luxury marketing?
Luxury marketing is similar to traditional marketing. The only difference is that it focuses on promoting top-of-the-range products or services. Luxury marketing offers quality, refinement and elegance. The aim is to sell products or services that are original and rare, in line with the values specific to the sector of activity concerned.
Luxury customers are very demanding and have a high level of income. To meet their needs, players in the sector have to be highly convincing and highly communicative. With this in mind, luxury marketing must comply with the following guidelines:
- master brand marketing and communication strategies;
- managing marketing initiatives that combine luxury with artistic flair ;
- encourage the sharing of luxury products or services across communication channels;
- conform to the codes of luxury in the sector concerned, favouring rarity, elegance and emotion.
Why luxury marketing?
Luxury marketing means going beyond the utility and functions of the products on offer. The most important thing is to highlight the special features of the brands. One of the reasons for luxury marketing is to be able to offer top-quality items at a high price. Instead of promoting utility, we sell symbolic value.
If you work in the luxury sector, you can easily broaden your horizons, thanks to your interpersonal skills. Luxury marketing campaigns are many and varied. There are also personal opportunities to be seized in this field. The reason is simple: luxury players do business with people who are financially comfortable.
How do you become part of the luxury sector?
With all the attractive features of the luxury sector, it’s only natural that you want to take advantage of them. How can you get into this upmarket environment? Quite simply, by specialising in the sector through professional training and a career path. To get the measure of luxury, you need to learn how to :
- communicate easily ;
- stand out in the offer to win points for the rare aspect of luxury;
- Demonstrate quality in luxury products and services;
- give priority to craftsmanship and artistic skills ;
- seizing opportunities to boost the profitability of luxury goods ;
- find out about luxury brands, and choose a more profitable sector;
- master the codes of luxury.
What are the educational requirements for working for luxury brands?
If you want to work for a luxury brand, the best way is to train for the job at a communications school. Our Sup de Pub school offers several branches of study that will give you easier access to the luxury professions. You can study at one of our campuses in France or abroad.
You can start with the SP3 Brand Strategy programme to improve your interpersonal skills. The SP4/SP5 Brand Strategy and Strategic Planning course will also enable you to perfect your brand communication skills. To specialise in luxury marketing and master the codes of luxury, opt for the SP4/SP5 Luxury Communication and Marketing programme.
What are the professions involved in luxury marketing?
There is a wide range of professions in the luxury goods industry, since it encompasses several sectors of activity. In general, to become a luxury marketing manager, you need to join a fashion, jewellery, perfume or textile company. Gastronomy and the hotel industry are also part of the luxury sector. If you want to work in luxury marketing, you can become :
- product manager for luxury marketing ;
- brand sales manager ;
- luxury goods collection manager ;
- luxury buyer ;
- merchandising manager ;
- event manager ;
- production manager for luxury products.