Event Details

This session, aimed at prospective undergraduate students, looks at how luxury brands reverse every rule of ‘textbook’ marketing strategy and why it works.

This Masterclass invites you to dive into the world of luxury marketing – behind the scenes. Luxury markets are niche, profitable and turn traditional marketing strategy upside-down: Increasing prices to increase demand? Certainly. Making it difficult for clients to buy? Yes, please. Not pandering to customer’s wishes? Absolutely. Communicating to those the brand is not targeting? Always!

What sounds like the crazy reversal of every marketing strategy rule is at heart of successful luxury marketing management. This Masterclass will teach you the difference between Prada, Chanel and Hugo Boss and introduce you to the “anti-laws” of luxury marketing management.