Course description
What wlll you gain from attending the program
Upgrade your certification in luxury
Participants will receive a careerchanging educational certificate from SDA Bocconi to help distinguish yourself from others as a leader in luxury.
Crafting Luxury Brands and Heritage
Learn the art of shaping and building a luxury brand and culture that meets the high standards of the industry.
Value Creation and Exclusivity
Master the skill of exclusivity while building brand longevity and efficiency at every life-stage of your business.
Buying, Merchandising and Clienteling
Acquire a deep understanding of the dayto-day requirements of running a successful brand for all stakeholders.
Leading Sustainable Transformation
Rise to the challenges of the everevolving transformations in technology and customer sentiment.
How will you achieve these objectives
Carefully crafted by SDA Bocconi in collaboration with Shocase, this module will take a holistic training approach. The two organizations have incorporated the use of models, tools, and real-world examples into the curriculum seamlessly. The course model will allow for individual and group exercises that will assist participants in conveying how theory can be applied to practical insight.
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Outcome / Qualification etc.
Course Objectives
Luxury Proficiency
Master best practices, trends and insights from the most successful global luxury companies.
Luxury Mindset
Develop the craft of building luxury brands through design-thinking and soft-skills.
Tech-Driven Insights
Business models and trends that are rapidly changing the luxury landscape from AI to sustainability.
Training Course Content
Day 1
- What is luxury and what it is not:
- Exclusivity
- Pricing strategies
- Personalization
- Tradition vs. Innovation
- Trading up and trading down: the realm of collaborations.
- Expanding into new categories: cosmetics, jewellery, eyewear, licensing or organic growth?
- Discovering new opportunities to be in touch with clients: from personal luxury goods to hospitality.
- Becoming a cultural actor: the interplay between luxury and arts.
Day 2
- Retail, wholesale, online, offline and omnichannel.
- Licenses: pros & cons and the magic of pop-up stores.
- Localizations strategies of luxury brands across countries.
- Merchandising and Buying
- Customer Experience and Client
- Relationship Management (CRM)
Day 3
- Digital transformation in the luxury industry.
- The power of AI:
- AI, customers and CRM
- Customer Experience 3.0
- Blockchains & NFTs
- Gaming and Gamification in Luxury
- Augmented Reality and Virtual Reality