luxury brand management personal statement

Top 10 Personal Brand Statement Examples To Follow

Updated: July 23, 2024

Published: June 18, 2023

In a 2022 personal branding trends study, most respondents said they consider personal branding an essential component of work and their everyday life. 

It found that 75% of Americans trust someone with a personal brand, and 63% are likely to buy from someone with a personal brand. 

What is a personal brand statement?

A personal brand statement is a couple of sentences that highlights your unique skills and experience. It’s meant to be a quick introduction to people who discover you online because it summarizes what you can offer them.

Basically, it’s a catchphrase, tag line, or elevator pitch for you as a professional individual. While it showcases what you do professionally, you can also display your personality.

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Why leaders should have a personal brand statement

You make a better first impression.

As the saying goes, “You only have one shot to make a first impression.” The challenge for entrepreneurs is that you don’t always know when that opportunity arises, as many first impressions happen online.

When a potential client or investor hears about you, their first instinct is to look up your social media profiles. If you’ve got a clear and well-thought-out personal brand statement, you’ve got a better chance at making them stick around for second and third impressions.

You can establish yourself as a thought leader

Thought leadership is a powerful content marketing tactic that can help you reach bigger audiences and generate leads for your business. When you’re known as a leader in your particular industry, that automatically gives you a higher level of credibility. 

A personal brand statement can strengthen your thought leadership strategy by clearly stating your area of expertise.

You can create networking opportunities

Whether you’re looking for top talent, new clients, or potential investors, networking is half the battle. 

Personal brand statements make it easy for potential connections to understand exactly what you do and what you value. Without it, you may miss out on opportunities simply because they didn’t know that you had something relevant to offer them.

Best personal brand statement examples for leaders

“bilingual creative who lives at the intersection of business & design.” —chris do.

Source: Chris Do’s LinkedIn page .

Chris Do is a multi-hyphenate: a designer, creative strategist, public speaker, founder, and CEO of The Futur, an online education platform.

What makes it great : Because he wears so many hats, Do’s personal branding statement is better than trying to explain everything he does.

“Helping people find their zen in the digital age.” —Shama Hyder

Source: Shama Hyder’s homepage .

Shama Hyder is the founder and CEO of Zen Media, a marketing and PR firm. She’s also written a book about digital marketing .

What makes it great : Hyder’s brand statement is an attention-grabbing play on her company’s name and showcases one of her key values: making clients feel a sense of calm in a fast-paced digital world.

“Write better sales emails faster with our in-inbox coach.” —Will Allred

Source: Will Allred’s LinkedIn page .

Will Allred is the co-founder of Lavender, an AI-powered email software startup.

What makes it great : Brooklin Nash, CEO of Beam Content, shares, “In one sentence, Allred captures the entire focus of his social presence: to help salespeople write better emails faster while demonstrating his authority and sharing his product in the second part of that headline.”

“Keeping it awkward, brave, and kind.” —Brené Brown

Source: Dr. Brené Brown’s homepage .

Brené Brown has a Ph.D. in sociology and is the author of several books that cover topics like shame, vulnerability, empathy, and courage.

What makes it great : Dr. Brown’s personal brand statement embodies her mission statement of encouraging people to embrace their vulnerabilities by sharing her own.

“Empowering ridiculously good marketing.” —Ann Handley

Source: Ann Handley’s homepage .

Ann Handley is a digital marketing expert and bestselling author. Her company helps marketers get tangible results.

What makes it great : Sharon Jonah, creative director and founder of digital marketing agency Buzz Social, shares, “In four words, we understand what Handley does, how she does it, whom she’s speaking to, and how she speaks.”

“Still just a girl who wants to learn. Youngest-ever Nobel laureate, co-founder @malalafund and president of Extracurricular Productions.” —Malala Yousafzai

Source: Malala Yousafzai’s Twitter profile .

Malala Yousafzai is the youngest Nobel laureate and an activist whose fund aims to remove the barriers to female education around the world.

What makes it great : Her bio highlights her impressive achievements with language that makes her sound relatable. 

“Marketing. Strategy. Humanity.” —Mark Schaefer

Source: Mark Schaefer’s homepage .

Mark Schaefer is an educator, speaker, marketing consultant, and author. He’s developed corporate marketing strategies for brands like Microsoft, IBM, and AT&T.

What makes it great : “It’s subtle, concise, and creative. It describes what Schaefer does, what he focuses on, and his unique and distinguished approach,” says Omer Usanmaz, CEO and co-founder of mentoring and learning software Qooper. 

“Empowering successful women to take control of their finances.” —Jennifer Welsh

Source: Jennifer Welsh’s LinkedIn profile page .

Jennifer Welsh founded Money School, a digital course that teaches women about personal finance. What makes it great : Welsh’s strong personal brand statement says exactly what she does and whom she does it for. 

“Let’s make Excel the solution, not the problem.” —Kat Norton (Miss Excel)

Source: Miss Excel’s homepage .

Kat Norton (known as Miss Excel) became famous on TikTok for her bite-sized Microsoft Excel tutorials. She now offers Excel courses on her website.

What makes it great : Norton’s clever statement shows that she understands her audience's problem and highlights her personality.

“‘The Customer Whisperer.’ I help marketers discover the hidden reasons why customers buy so they can become un-ignorable.” —Katelyn Bourgoin

Source: Katelyn Bourgoin’s LinkedIn page .

Katelyn Bourgoin is a creator and serial entrepreneur who founded a branding agency, a mentoring platform for female entrepreneurs, and a restaurant consulting firm. She trains entrepreneurs to uncover what makes their products “un-ignorable.”

What makes it great : Bourgoin’s clever branding statement effectively tells marketers that she can help them understand their customers better and make their brands memorable.

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How to write a personal brand statement

Writing an effective personal brand statement can be tough because it requires you to be catchy yet compelling. It should give audiences all the necessary information in a sentence or two.

Here are some tips for writing your own:

Think about your unique value proposition

A unique value proposition (or unique selling point) is what makes you different. It tells people why they should try your product or service, network with you, or invest in your business.

Tip : Identify your core values, goals, and strengths.

If you don't know what those are, ask yourself:

• Why am I building my brand?
• What do I want my audience to know me for?
• How do I do things differently?
• Do I have a distinct skill set, experience, point of view, or passion?
• What value do I bring to my audience?

Keep it short and sweet

Your brand statement should be simple and easy to understand. 

The goal is to have someone look at your profile or website and immediately understand who you are and what you do, so keep it brief. Keep in mind that you don’t need full sentences either. 

Start by writing one to three sentences that outline what you do, for whom, and how you do it. You can also add a sentence about values. 

Then, look at different ways you can shorten them. Or pick out the most specific and impactful words and see what happens when you simply list them. 

Showcase your personality

Injecting your personality empowers you to share what you do without being bland or boring. Being authentic also helps attract like-minded customers, investors, and peers. 

At the end of the day, there are other people out there who may offer similar services or solve the same problems for your target audience. Your personality can set you apart.

“Don't be afraid to inject a bit of humor, quirkiness, and passion. It’ll help make you more memorable and help you stand out from the crowd,” says Usanmaz.

Ideally, you want customers to know what you do and get a little taste of what it will be like to work with you.

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Hermès – The Strategy Insights Behind The Iconic Luxury Brand

Hermès International, sometimes also referred to as Hermès of Paris or Hermes, is a French luxury goods manufacturer. It has been consistently ranked as the world’s most valuable luxury brand in different valuation and ranking studies published by leading consultancies. Hermès as a brand enjoys an iconic status in the world of luxury. A combination of rich heritage, exquisite craftsmanship, eye for detail and high levels of quality and professionalism through the entire manufacturing process gives Hermès a position of superiority in the very competitive and ruthless world of luxury.

According to global brand valuation firm Interbrand, Hermès came in 28th amongst the Best Global Brands 2020. With a brand valuation of USD 18.0 billion, it trails behind Louis Vuitton, ranked 17th with a valuation of USD 31.7 billion.

Hermès is not a conglomerate in the real sense of the word and does not own a portfolio of brands like its key competitors, which include LVMH, Richemont and Kering . Currently, the range of products under the Hermès brand name includes leather goods, lifestyle accessories, furniture, fragrances, watches, jewelry, ready-to-wear and saddlery.

The leather goods and saddlery category is the biggest contributor to the company’s revenues (50%), followed by ready-to-wear and accessories (23%), and silk and textiles (9%).

Background of Hermès

Thierry Hermès founded the company in 1837 as a harness workshop in Paris. Originally, his intent was to serve the needs of European noblemen by providing saddles, bridles and other leather riding gear. In the early 20th century, Thierry’s son Charles-Émile Hermès moved the company’s shop to 24 Rue Du Faubourg Saint-Honore in Paris, where it remains to this very day and is the company’s global headquarters.

Gradually, the company’s product offerings expanded through generations. Between 1880 and 1900, it started selling saddlery and introduced its product in retail stores. In 1900, the company started selling the “Haut à Courroies” bag, which was meant for riders to carry their saddles in it. In 1918, Hermès introduced the first leather golf jacket with zipper, made for the then Prince of Wales. In the 1920s, accessories and clothing were introduced into the portfolio. In 1922, the first leather handbags entered the product line. The brand’s travel bags introduced in 1925 were a global success. In the 1930s, Hermès introduced products that have now entered the annals of fashion as icons – the leather Sac à dépêches (renamed as the “Kelly bag” after Grace Kelly) in 1935 and the Hermès carrés (scarves) in 1937. In 1949, the first Hermès silk tie and the first perfume ‘Eau d’ Hermès’ were introduced.

In the 1930s, the company entered the United States with an initial tie-up with the Neiman Marcus department store in New York.

The company’s iconic duc-carriage-with-horse logo and signature orange boxes were introduced in the 1950s. In the 1970s, the company established a watch subsidiary La Montre Hermès in Bienne, Switzerland. The company acquired tableware manufacturers like Puiforcat, Saint Louis and Perigord in the 1980s and consolidated its position in these segments of the luxury market.

The eye of the ultra-premium luxury segment, the “Birkin bag” was introduced in 1984, after a chance conversation between the then CEO Jean-Louis Dumas and actress and singer Jane Birkin on a flight from Paris to London, who articulated to Dumas that she needed a medium-sized bag. Each Birkin costs between USD 12,000 to USD 300,000 and is the exquisite handiwork of a single craftsman, who takes between 18 to 25 hours to complete the job via hand, more if the hide is a delicate crocodile skin. In 2014, an extremely rare Himalayan Nilo crocodile Birkin bag sold for USD 185,000, becoming the second most expensive bag to be sold at auction. Hermès is infamously known to burn imperfect Birkins, showcasing its dedication to the finest quality.

In 1993, the company went public on the Paris Bourse, which for various reasons was considered a strategic move with its own set of weaknesses. Throughout the late 1990s, Hermès extensively followed a strategy of reducing franchise stores, by buying them up, closing quite a significant many and by opening more company-operated stores. As of 2019, Hermès operates 311 stores globally, out of which 223 were directly owned and operated by the company.

In 1976, Hermès entered into an arrangement with British luxury shoemaker John Lobb, wherein it was allowed to use its name in return for extending the distribution reach of the brand. In 1999, in one of its first non-brand moves, Hermès bought a 35 percent stake in the Jean-Paul Gaultier fashion house.

Over a period of time, the company has extended its reputation by entering into strategic collaborations with specific players and also its suppliers in the ultra-luxury segment. These include:

• Setting up a joint venture with Faubourg Italia, in which Hermès holds a 60 percent share, to extend reach into the premium home furnishings segment (upholstery fabrics and wallpapers)
• Holding a 30 percent share in J3L, an old French supplier of metal parts to the company
• Holding a 39.5 percent stake in Perrin & Fils, which is a specialist textile weaver in a variety of categories, which include lingerie, furnishing fabrics, ready-to-wear and accessories
• Holding a 25 percent stake in Vaucher, which is a manufacturer and supplier of movement parts for high-end precision watches
• Acquiring a 40 percent stake in Bettina, a long-standing partner of the company who specializes in production of twillaine

Today, the brand operates 311 stores globally across the U.S., Russia and Asia and has over 15,000 employees. It is one of the largest and most admired luxury makers in the world with revenues of over USD 8.3 billion and profits of over USD 1.8 billion as at 2019. The stellar performance of the brand throughout its 183-year history is largely credited to its drive for strategic consistency, combining excellent creativity with craftsmanship as well as an unrelenting focus on the long-term against short-term benefits.

Hermes’ brand philosophy

The Hermès’ brand philosophy can possibly be summarised by a single sentence quote from former CEO Jean-Louis Dumas – “We don’t have a policy of image, we have a policy of product”.

The brand philosophy is deeply entrenched in the platforms of “quality” and “refinement”. It is for these very principles that the brand has always shunned mass production, manufacturing lines and outsourcing. According to Hermès, each and every product coming out under the brand’s name should reflect the hard work put into it by the artisan. Till today, Creative Director Pierre-Alexis Dumas signs off on every single Hermès product before it leaves the workshop, showing the company’s unwavering commitment to the highest quality. According to current CEO Axel Dumas, the main strength of the Hermès brand is the love for craftsmanship. This is further eschewed by Pierre-Alexis Dumas, who was quoted saying “I think Hermès objects are desirable because they reconnect people to their humanity… Our customer feels the presence of the person who crafted the object, while at the same time the object brings him back to his own sensitivity, because it gives him pleasure through his senses”.

The most critical aspect is that these principles around the brand have remained firm in the company’s evolution in its close to 183-year-old history. The ownership, management and leadership of the company have passed through multiple generations of the Hermès family, but the principles of the Hermès brand have never been diluted. All Hermès products are made almost entirely in France in workshops (Ateliers Hermès), which places a strong emphasis on quality. Also, Hermès’ claims, in line with the comments from its CEO and Creative Director, that each product is entirely manufactured by hand by only one craftsman, signifies the quality of craftsmanship and uniqueness of its products. For example, its silk scarves are only made from silk produced by Hermès farms in Brazil.

The driving force behind the platforms of quality and uniqueness is the intense desire of Hermès as a company to remain exclusive. The aura of exclusivity is important for the company because it does not intend to portray the brand and its products as mass-market luxury or even premium luxury. The philosophy and aim has always been to remain “ultra-premium luxury”, which can only be afforded by the very few and is not easily available.

In line with these brand philosophies, the company does not have a marketing department. The two core drivers of the company’s business engine are intuition and creativity. It is claimed that everyone in Hermès is responsible for marketing.

Hermes’ brand strategy

According to the company’s annual report, Hermès products are split into the following categories – leather goods and saddlery, men’s and women’s ready-to-wear and accessories (including footwear, belts, gloves, hats, etc.), silks and textiles, fragrances, watches, and other products (including jewelry, furniture, home accessories and furnishing, tableware, and sporting accessories). The company’s brand strategy is consistent across each and every one of these product categories in which it has a presence.

The strategy that the company follows and adopts ensures the aura of exclusivity remains tightly woven around its products. The Hermès strategy, as illustrated by the examples below, revolves around its 6 values: Spirit of conquest, creativity, craftsmanship, quality, authenticity, and independence:

Spirit of Conquest (entrepreneurship): Store managers are responsible for their own store collections and are offered the freedom of purchase to meet specific needs of their customers. Twice a year, 1,000 store representatives from its global stores come to Paris for an event called “Podium”. Each flagship is instructed to pick at least one item from product categories beyond the common ones (handbags, scarves, ties, fragrances, watches), which is an attempt by the company to push every flagship store to showcase and sell complementary products. This adds to the allure of the Hermès brand as not all products are available in each store and the online store only offers a selection of the company’s products.

Creativity: Every year, designers are provided with a theme to create their products and designs on. The theme for 2019 was “in the pursuit of dreams”. In addition, collaborations with designers are a mainstay of the company’s creative pillar, especially in the home furnishings category. The objective is for both the designer and the company to benefit from each other’s creative collaborations and reputations.

Craftsmanship: There is a mandatory 2-year training for a craftsman before he or she can start working on putting together any leather product in the Hermès portfolio. This slows down production time but the company’s philosophy has always been to maintain scarcity and exclusivity. Hermès’ leather goods division hires only 200 craftsmen a year. This practice has been in place across the company’s six generations of craftsmen.

Quality: Hermès has introduced “patience” as a very strong principle and element in its strategy to achieve the highest quality in its production. Customers cannot expect to walk into a store and walk out with a Birkin bag. Instead, one has to place an order and wait for a few months before it is ready. Instead of rationing high demand by price like normal economic law dictates, Hermès rations by queue. It is often debated by economists that the queue for Hermès bags creates surplus demand which overflows into other Hermès “consolation” products like wallets and belts. In addition, all new employees and artisans are carefully selected and go through a three-day in-house training session called “Inside the Orange Box” that traces the company’s origins back to its founders and the history of development of each of its product categories. The objective of this training is to make every Hermès employee feel close, involved in, and identify with the company’s culture, philosophy and values, hence demonstrating the company’s dedication to the quality of its brand and legacy.

Authenticity: Hermès does not look at celebrity endorsements as a brand-building tactic and has actively stayed away from this form of marketing (a practice that is quite common in the LVMH brand stables). The very fact that only A-list celebrities and the ultra-wealthy can afford and get access to their most premium and exclusive products is an authentic endorsement of the brand. Hermès also does not follow strategies of launching region-specific collections or product offers, allowing the same product collections to be sold everywhere in the world. Additionally, Hermès has always been a significant proponent and user of the “limited edition” strategy and also limits distribution of its products in its stores, demonstrating its commitment to showcasing only the most authentic products. Hermès products are also never offered on discounts.

Independence: Hermès has always asserted its independence in its shareholding structure and family ownership. By doing so, it is able to retain most of its production within France and serve its long-term vision.

Former CEO Patrick Thomas, only the second individual outside the Hermès family to have run the company, once commented, “The luxury industry is built on a paradox: the more desirable the brand becomes, the more it sells but the more it sells, the less desirable it becomes”. His comment entirely encapsulates the strategy of exclusivity and scarcity that Hermès follows for its brand.

Hermès also follows a continued tradition of innovation in the ultra-luxury segment. From its early years of inception to the most recent times, the company manufactures and launches exclusive products that increases the allure of the brand and strengthens its position as an object of significant desire among its ultra-rich customer base. During the 1970s, new materials like polyester and plastic started to be in fashion, which prompted Hermès to develop new items in a bid to win over consumers. In 1979, a French advertising campaign featured a young lady with a Hermès scarf, which sparked huge global interest in the company’s scarves that lasts till today. By the 1990s, Hermès was offering over 30,000 products.

In 2014, the company’s new launches across different product categories included the Oxer bag, the Nautilus pen, the Faubourg watch, the Third Haute Bijouterie collection, the La Parfum de la Maison, the H-Deco tea and dessert service and the Lighting collection. In 2015, continuing with its tradition of offering something new and expanding the definition of luxury, Hermès collaborated with Apple in a new collection called Apple Watch Hermès. The new collection has been categorised as a true collaborative effort with each watch engraved with the Hermès signature, typeface customizable to the famous Hermès orange and its three exclusive dials paying respect to Hermès’ watch face designs. It also launched a new menswear website called Le MANifeste d’Hermès, which aims to act as a guide for men’s styling needs. This website has been termed by GQ magazine as having the ability to revolutionize e-commerce.

In 2016, Hermès launched its first Hermès Innovation Lab in Leeds, Yorkshire UK to implement emerging technologies including self-tracking parcels and intelligent delivery using location-based services. In 2020, it launched its second Innovation Lab in its New York store, fully constructed from sustainable materials and showcasing its efforts in sustainable design, including a wooden iteration of the iconic Kelly Bag.

Hermès regularly goes back to its roots when it needs to find inspiration for creating and launching new products. “Heritage” is one of the strongest differentiators of the core brand identity of Hermès. The following recent examples illustrate this process beautifully:

• The Ring bag created in 1958 inspired the new Icon belt, which was launched in 2014. Along similar lines, the Piano belt (launched in 2014) is a re-edition of the 1954 model but with a more retro look. This rich source of inspiration comes from the Hermès Conservatory of Creations, which is an internal museum that stores every model created by the company for each product collection
• Creations across product categories also regularly come together in new product offerings. In 2014, a piece of jewelry called the Mini-Dog buckle became a part of the Irving moccasin shoe
• Existing classics are also extended into new product lines. In 2014, two classic scarves (Ex-libris and Peuple du vent) were extended to cowgirl bandana sizes to emulate the great American West tradition
• In jewelry, the newly launched Sangles Hermès line seeks to honor the company’s legacy horse harness making traditions and jewelry know-how in chain making

This intense focus on innovation within the company has also resulted in Hermès discovering new avenues for brand growth and for widening the brand’s influence in the ultra-luxury segment. A very relevant example is the new project titled as “Petit H”. The word immediately brings out connotations of “mini” versions of Hermès products, but in reality it is something different altogether. Hermès Petit H is the company’s endeavor to encourage “luxurious recycling” of raw materials that are leftovers of building Hermès products. The project is now taken shape as a new product category within Hermès, also referred to as a new “atelier”. Leftovers of manufacturing process of other products are now being crafted into unique and ultra-luxurious products under the Hermès Petit H collection.

Products created via the Petit H initiative travel around the world and are put up for temporary sale in different stores. For example, in 2014, the Petit H collection was available for sale in one store in California and one in Taiwan.

In 2015, Hermès announced that it would focus on exploring and wandering, and reflect these experiences in its brand. It opened the Wanderland exhibition that ran in London, with the exhibition moving on to Paris, Turin and China. The theme of these exhibition is flânerie, which is defined as wandering the city streets and absorbing the details of everyday life. The Wanderland exhibitions have multiple floors with bizarre themed rooms that contain exhibits from the Hermès archive.

Hermès has a huge, expanding and profitable service category of working towards bespoke requests of ultra-rich individuals. The work under this category is done through the Hermès Horizons brand name. Essentially, the deliverables revolve around specific bespoke requests of creating an object from scratch, sheathing an object from an existing Hermès collection or entire fittings or upholstery work for cars, planes and yachts. This is a clever strategy of extending the visibility and influence of the brand and also entrenching it in the lifestyle of the rich and famous.

Another very strong and distinctive element of Hermès brand strategy is the concept of collaboration. In the continuation of a strategy that was adopted by the first generation of the founding family, Hermès regularly invites artists (carefully selected by senior Hermès artistic directors) to design iconic products in the company’s portfolio. The collaborations that are done for the iconic scarf are under the brand name of Hermès Editeur, which in simple words stands for special editions of the Hermès scarf. Collaborations are not limited only to scarfs but also occur in other product categories and within portfolios.

The company’s collaborations with brands outside the Hermès brand portfolio are consistently in the ultra-luxury space – John Lobb shoes and boots, Puiforcat tableware and dinnerware and Saint Louis glassware. In 2010, Hermès partnered with Bugatti Veyron to create the Bugatti Veyron Fbg par Hermès sports car which was completely outfitted with leather by the skilled leather artisans of Hermès. At USD 2.1 million, it was one of the most expensive cars in the world. In 2011, it also partnered with Eurocopter to design a USD 8 million helicopter.

The overall structure and positioning of the product portfolio under the Hermès brand name is a classical umbrella branding strategy. Even though every one of the products in all the categories have distinctive names, the overall Hermès name forms the core of all marketing and communication strategies. The only product that can arguably stand on its own without the Hermès name endorsement is the eponymous Birkin bag. The key strategic element of Hermès brand strategy is to maintain the aura of exclusivity and scarcity.

Hermes’ family business strategy

As one of most prolific family businesses in the luxury sector, it is no easy feat for Hermès to have reined successful across 6 generations since 1837:

• First generation owner and founder Thierry Hermès built a strong reputation for the company as a high-quality saddlery maker using the functional and decorative “saddle stitch”
• Second generation owner: In the 1870s, Thierry passed on the business to his son Emile-Charles Hermès, who moved the business to the rue du Faubourg St. Honoré
• Third generation owner: In 1922, Emile-Charles sold his stake to his son, Emile-Maurice Hermès, who began to diversify into travel- and sport-related leather goods and launched ready-to-wear clothing, watches and gloves
• Fourth generation owner: In the 1930s, Emile-Maurice passed the family business on to his son-in-law, Robert Dumas, who produced the first Hermès scarf
• Fifth generation owner: In 1978, the company was succeeded by Robert Dumas’ fourth son Jean-Louis Dumas after his death. With experience working as a buyer for competitors, Jean-Louis Dumas transformed the business into an international luxury retailer, making the company public in 1993 and turning annual revenues from USD 82 million to USD 2 billion
• Sixth generation owner: In 2010, Jean-Louis Dumas handed over the reins to his son and current Creative Director Pierre-Alexis Dumas, after his death. Jean-Louis Dumas’ nephew, Axel Dumas was appointed as CEO in 2014.

The long-term success of family firms is not a given. Complexities arise when ownership, management and family roles overlap, which is a unique characteristic of family businesses. Some of the defining characteristics which have contributed to Hermès’ success across six generations include:

Strong family ownership: The Hermès’ family business is run on the principle of a democratic monarchy, which means that leadership and management is closely tied to the family body with board of directors composed mostly of family members across the 3 lines (Dumas, Puech, Guerrand). To keep ownership and influence within the family, a 75% majority is also required to change the company statutes or the CEO.

Strong values: The family believes that the family has obligations which are part of the family culture and ethic. Some of its values include respect for people and nature, and respect for new ideas, which spurs its culture of innovation.

Strong family pride: All family members who work in Hermès have a very strong identification and pride with the brand, with a remarkable dedication to quality and giving his or her best to preserve the family heritage. Additionally, all members of the next generation are immersed in the company from a young age through organized tours to subsidiaries and suppliers.

Strong financial structure: For Hermès, going public increased the company’s’ financial stability while still enabling a strong family influence. In addition, it adheres to the principle of self-financing, resulting in a 15% profit reinvestment back into the company annually.

Hermès brand communication

Brand communication and marketing strategies of Hermès always remain consistent with the principles of “heritage” and “exclusivity” of the company. Marketing campaigns celebrate the Hermès lifestyle and do not aim to directly sell products from the various ateliers. The company also sponsors events that have a direct fit with the image and the legacy of the company. In addition to these, Hermès uses strategic collaborations with independent artists and designers to raise visibility of its products. The primary aim of collaborations is to strengthen the aura of exclusivity around specific product portfolios. This is done through the classic “limited edition” strategy, but in the case of Hermès, it puts a higher degree of exclusivity to the portfolio, because Hermès products in themselves are exclusive.

In sync with the company’s heritage and association with horses (and the fact that the company was founded as a saddlery manufacturer), Hermès sponsors lots of horse racing events around the world. In the beginning of 2014, it became the official sponsor of the US Show Jumping Team. The company’s flagship event in the equestrian world is the annual Saut Hermès show-jumping competition held in Paris. Hermès has been organizing and managing this event on its own since 2010 and uses it as an avenue to showcase its fine leather products and its longstanding association with horses. It is also a visibility-generating avenue for Hermès among the very affluent audience of such events.

In terms of marketing and communication, Hermès is considered to be a very innovative organization. In Forbes 2014 List of 100 Most Innovative Companies, Hermès came in at number 13. In the Forbes 2020 List, it dropped to number 29, but was the only luxury brand in the Top 30. It has been using content marketing and social media platforms in a highly engaging manner in all its marketing and communication campaigns.

A very recent example is the online pop-up virtual store dedicated to the brand’s silk squares, shawls, twills, scarves and stoles. Created in partnership with AKQA, lamaisondescarres.com resembles a grand house with intricate interiors, diverse characters and creatures. The website allows visitors to explore different rooms of the virtual house, which contains more than 600 models of Hermès signature silks, all of which can be clicked and purchased.

Hermès has shown ingenuity in leveraging the power of social media. There are two apps it has developed – one is called Silk Knots, which essentially is a how-to-guide that teaches how to tie the brand’s scarves in 24 different ways. The second one is called Parcel Manager, which provides online shoppers with increased visibility over their shipments, and more choice and control over how they receive their parcels.

It invests significantly on TV, print, online video and online visuals to promote different collections at different times of the year. It also invests selectively in mobile advertising to target affluent readers of different publications that carries its print ads. It is also known to use humour and comical situations in its advertising, which are clever ways of showcasing its products. In 2014, it released an online video ad campaign that used comical handshakes to showcase its 2014 gloves collection. Previously, it marketed its racetrack inspired porcelain tableware line Rallye 24 by integrating the line into an online game.

The legendary “Hermès windows” have always been a very strong visual and larger-than-life platform for showcasing the brand’s exquisite styling and craftsmanship heritage. The windows pop up at periodic intervals at different Hermès stores globally. The windows are considered to be the company’s homage to its craftsmen. According to Pierre-Alexis Dumas, the Hermès windows are like a portal into the culture of the company. Dumas is proud to have Leïla Menchari, the brand’s longstanding window designer from 1978 – 2013 design window art for the brand. During these 35 years, 136 elaborate fantasies were created with products designed specifically for the windows, of which nothing in the window was for sale. The windows are also considered to be the original progenitors of the art of communication developed within the company, a “small theatre where each role must be played well”.

Hermes’ Challenges

Continuous takeover interest from LVMH:  The biggest challenge that Hermès has faced to its independent existence is the continued interest of rival luxury fashion house LVMH in its fortunes. LVMH quietly built up a stake of 17 percent in Hermès between 2002 and 2010. This led to a highly acrimonious and long legal dispute between the conglomerate and Hermès. As a result, LVMH had to pay a fine of USD 11 million and sell down its 23% stake to 8.5% for flouting public disclosure requirements. By 2017, LVMH had sold most of its shares in Hermès in order to take complete ownership of luxury brand Christian Dior. As a company, Hermès has fiercely protected the company’s integrity and independence from this continual threat from LVMH, as seen from its setting up of a private holding company which has the first right of refusal when a family member decides to sell shares – ending any possibility of a takeover from LVMH.

In 2011, more than 50 descendants of Thierry Hermès pooled their shares into a co-operative called H51, which was valued at USD 16 billion. These descendants, who in total held 50.2 percent of company’s shares, contractually agreed not to sell any shares for the next two decades. Additionally, two fifth generation family members, Bertrand Puech and Nicolas Puech, kept their shares outside the co-operative but also held out against LVMH, by granting other family members the right of first refusal if they ever decided to sell their shares. This collaborative, cohesive and united stand taken by the family members signify the importance they place on Hermès remaining and operating independently (the Hermès share value rose by 30 percent during the time LVMH was quietly accumulating shares).

Succeeding in China: Like any other luxury player, Hermès takes the opportunity that China presents very seriously. But, unlike others, it has adopted a very patient approach towards targeting the luxury market in China. Although it entered China in 1997 and quickly grew its network to 28 stores covering 19 Chinese cities, the company has taken a carefully considered decision of not opening more than one store per year from 2015.

Hermès strategy for China is innovative but also risky. It plans to use its new stores to put forward the whole Hermès brand experience in front of the Chinese consumer. The latest flagship store that opened in Shanghai in 2014 (Hermès maison) is designed like a house, has craftsmen situated on different floors actually creating products and has a museum like feel to showcase the brand’s rich legacy. In addition to retail level experiences, the company is trying to forge a link with China’s rich tradition of craftsmanship to increase the brand’s appeal in the country. The adopted strategy is built on the principles of patience that is required for craftsmen to manufacture exquisite products, and is diametrically opposite to the fast-paced, quick gratification and shopping mall driven culture that exists in Asia.

The strategy is risky from the point of view of accessibility and exposure to the products and brands from rival fashion conglomerates (LVMH, Kering and Richemont). Also, the Chinese luxury consumer is extremely well travelled and is regularly exposed to global luxury trends. In that sense, they are used to and are one step ahead of luxury offerings in their country. To instill a sense of patience and appreciation for the aura of exclusivity and scarcity can be a challenging task for Hermès.

But, the company has also adopted an interesting parallel strategy to expand its thinking and philosophy behind luxury manufacturing and marketing in China. In 2012, it put its brand and marketing muscle behind the launch of Shang Xia , its Chinese luxury brand. Jiang Qiong’er, Shang Xia’s founder, strongly believes in the tradition of Chinese craftsmanship. This was the key connection between her and the then Hermès CEO Patrick Thomas, which eventually led to the collaboration and the launch in China. But Hermès has been careful in not allowing the Shang Xia brand to dilute its own brand identity in China. Current CEO Axel Dumas has been quoted as describing Shang Xia as a “small baby”. Even for Shang Xia, Hermès has adopted a longer watching strategy, with the brand expected to generate profits only in 2016.

Another advantage that Hermès has in China is the subdued, underplayed and highly exclusive positioning of its brand and the products. This matches seamlessly with the current government-led crackdown on ostentatious display of wealth, bling and logos. The Hermès brand, due to its tradition and strategy of carefully controlling distribution, no overt displays of any logos and the complete absence of any form of celebrity endorsement, is well placed to appeal to the changing definitions and perceptions of luxury among the Chinese consumer.

But again, preferences and needs for luxury can quickly shift among Chinese consumers. Hermès strategy of introducing “patience” as an element in the acquisition of its products, can either work for or against the company’s fortunes in one of the world’s biggest luxury markets.

Strengthening the Hermès brand equity beyond leather and silk:  Hermès as a brand is known for its heritage, craftsmanship and exclusivity in the domain of ultra-luxury leather and silk products. Although the Hermès brand exists and offers products beyond leather and silk, the brand equity in some of these other product categories is not that strong.

A relevant example would be of the watchmaking division – La Montre Hermès, with a 90-year brand history. According to the watchmaking divisions’ newly appointed CEO Guillaume de Seynes, the division is a small métier with great potential. In his own words, there are two potential definitions of the watchmaking division’s success – “qualitative growth we can be proud of and in which we are both Hermès and watchmaker” and “the day when clients unhesitatingly compare Hermès with big established watchmaking brands, we will have succeeded”. The fact that it is going to be a slow journey for the watchmaking division to establish itself is reflected in its sales history up to date. In 2019, the division contributed just 3 percent of the brand’s total revenue.

The same can be said about some of the other product categories in which Hermès has a presence. Although categories like perfumes and jewelry are growing in terms of sales and revenue contribution to the overall Hermès portfolio, they are yet to reach the levels of the leather and saddlery products division success. Diversification is an important strategy for a luxury house to hedge against cyclical downturns in specific categories, fluctuating consumer demand, wider economic, social and political factors and shifting consumer needs and preferences. The challenge for Hermès in adopting and implementing a diversification strategy is the inherent nature of its exclusivity-marketing model.

In addition, it has been 36 years since Hermès had launched the iconic Birkin bag. It is a question of whether the brand can launch yet another similar iconic bag, in order to preserve exclusivity and mystique over the Birkin and to sustain brand ardour amongst its fans.

From a luxury house’s perspective, decline in demand for specific product categories should be mitigated by upturns in other product categories. Limiting distribution and adopting a model of scarcity can work against this. In the case of Hermès, this is especially true for categories like accessories, watchmaking and men’s and women’s wear. Hermès need to be selective about the marketing model it adopts across different product categories.

Conclusion: The Hermès brand is and will continue to be ultra-luxury

Hermès is an ultra-luxury success story, without any doubt. With limited distribution, exclusivity and controlled marketing, the overall company and many of its product categories have regularly registered double-digit growth rates year-on-year. This is a true reflection of the Hermès brand strength among the highly affluent segments of the global population. The company has successfully kept alive and strengthened a brand differentiated through strong history, exquisite craftsmanship and superior quality. The fact that it is considered to be the most innovative among all the luxury fashion houses is a testament to the company’s commitment to constantly manufacture and launch ultra-luxury products that are unique, have a strong sense of allure and have a distinct mark of superior craftsmanship.

The company’s future looks secure in the hands of a committed and disciplined group of family scions, but it needs to constantly evolve and differentiate to maintain its superior position in the ultra-luxury segment of the market through leveraging the power of its family brand as an icon of legacy, authenticity and prestige.

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• Words That Define You: Personal Brand Statement Ideas

Personal Brand Statement Examples

Defining personal brand statement: what is it, crafting your personal brand: what to consider, elevate your brand: the importance of personal branding strategy, the power of personal branding: 10 inspirational examples.

• Building Your Identity: Statement Examples for Inspiration
• An interesting story: Content stories that resonate with people. Identify and share the experiences that have shaped your journey and brought you to today.
• Skills: Tailor the skills you highlight to align with your expertise and objectives. For instance, if you teach online coding content, emphasize relevant tools and programming languages.
• Values: Your values communicate your principles and what others can anticipate from your actions and decisions.
• Design elements: Aspects such as color schemes, logos, and fonts combine to form your visual identity, enabling people to quickly recognize and associate with your brand.
• Personal brand statement: Craft a compelling statement that succinctly conveys your role and the value you provide to your target audience, making an immediate impression.
• Credibility: By articulating your skills and proficiency through your business, you make it effortless for others to recognize your competence. This, in turn, contributes to the establishment of credibility and trustworthiness in your professional relationships.
• Opportunities: Clarity about your offerings and values, which are central to your business, can attract a multitude of opportunities that align with your professional aspirations. This strategic alignment can lead to a more fulfilling career trajectory.
• Control: As you meticulously construct and curate your personal brand image, you gain a heightened level of control over how others perceive you. This control lets you shape the narrative around your skills, values, and accomplishments.
• Visibility: Building a personal brand is like planting a flag in a crowded digital landscape. It enables you to stand out amidst the noise and reach a broader audience. This enhanced visibility can be instrumental in growing your professional network and business endeavors.
• Confidence: The process of introspection and self-presentation inherent in personal branding can have a profound impact on your self-assurance. By reflecting on and showcasing your unique strengths and contributions, you can experience a significant boost in confidence, which can further fuel your success.

Madalyn Sklar

Troy sandidge, alice thorpe, melyssa griffin, austin belcak, debbie levitt, tiffany aliche, jenna kutcher, building your identity: statement examples for inspiration.

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• Enthusiastic about numbers, I am a meticulous accountant with 18 years of experience specializing in corporate taxes, budgets, and pricing.
• As a communication specialist and branding consultant, I construct comprehensive branding strategies across various platforms, including web, print, and mobile, to breathe life into brands.
• With two decades of experience in economics, I have a strong background in public policy and government support for community outreach programs.

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How To Write A Personal Brand Statement (With Examples)

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Whether you’re looking for a job , trying to expand your business and reach new clientele, or searching for career opportunities as an independent contractor, writing a powerful and engaging personal brand statement can help you reach all your professional goals . A strong personal brand statement that communicates your values, skills, and abilities is the foundation for building a solid and versatile personal brand that will carry you through your professional career. Key Takeaways: A personal brand statement is 1 to 3 sentences that uniquely sum up your values, skills, and expertise. Write a personal brand statement by first picking your audience and medium , then brainstorm, write a rough draft, and edit. Emphasize your unique value in your personal brand statement. Personal brand statements are helpful for standing out and networking. In This Article    Skip to section What Is A Personal Brand Statement? How To Write A Personal Brand Statement Tips For Writing A Personal Brand Statement Why Is a Personal Brand Statement Important? 13 Inspiring Personal Brand Statement Examples Final Thoughts Sign Up For More Advice and Jobs Show More What Is A Personal Brand Statement?

A personal brand statement is a one-to-three-sentence catchphrase that sums up your values, what you do, and your unique skills and abilities in your field of expertise. The most impressive personal brand statements read like slogans and work to capture the essence of your resume in just a few short lines.

That means writing a personal brand statement that’s short, catchy, compelling, descriptive, and unique all at the same time. Crafting a personal brand statement is much like writing a professional bio , in that it should communicate your personality, skills, and experiences.

A well-written personal brand statement is short and to the point and works to give prospective clients or employers an idea of what you offer and how you can benefit them.

Writing a personal brand statement is much like writing a vision statement , or a mission statement or slogan for a business. Typically, the branding message should be a short elevator pitch highlighting your professional skills and strengths or a unique value proposition.

To write a personal brand statement:

Pick your audience and medium. Before you write your personal brand statement, you need to know who it is for and how you are going to share it. Your personal brand statement could be for potential employers, clients, or peers to network with, or all of them combined. By knowing who you want to speak to, you will be more targeted in your words.

Equally important is knowing how you are going to share your personal brand statement. Will you share it on social media? Will it go on your personal website? Will it be supplemental material for your portfolio or resume ? The type of medium shouldn’t change the statement too much, but again, knowing what you plan to do with your personal brand statement helps you focus.

Brainstorm. Before you get to writing, brainstorm your values, your goals, your skills, and your experiences. Don’t worry so much about form or relevancy, the point is to get everything that makes you “you” onto paper. Once this is done you can have some more separation and look at yourself from a new perspective.

Write a rough draft. Write a rough draft of your personal statement. It is OK if it is longer than three sentences. The rough draft will help you focus in on your qualities you wish to define your personal brand statement.

Edit and get feedback. Here is the tricky part. You need to bring your rough draft down to something easily consumable. Pick your most important quality you want to define your personal brand statement. Be efficient and honest with your words to make it unique to you. Ask for feedback from your peers. It can help if you can find someone who is similar to your target audience, such as a professional mentor or former boss .

With this in mind you are on the right path to coming up with your own personal brand statement.

Tips For Writing A Personal Brand Statement

If it’s your first time writing a personal brand statement, we’ve got you covered. Many of the rules you follow when writing a traditional resume can also be applied to a personal brand statement. However, there are a few specifics you’ll need to keep in mind to write a perfect personal brand statement.

Here are the top five tips all professionals should follow when crafting a strong brand:

Understand your brand. Before you set out to write your personal brand statement you need to understand your brand and think about what you’re aiming to accomplish in your professional punchline.

To understand your brand you should think about your core values , what your most desirable skills, abilities, and qualifications are, what audience you want to appeal to in your personal brand statement, and what sets you apart from your peers. Having a strong brand identity will help you find career success.

Appeal to your audience. No matter what industry you work in, it’s important to think about your audience when crafting your personal brand statement. Knowing your audience will help you tailor your branding and marketing strategies and craft a message that resonates with career professionals and reaches your target network.

Emphasize your unique value. The best personal brand statements highlight an individual’s unique abilities and strongest selling points. By emphasizing your unique value your personal brand statement will serve to help you stand out and articulate your passions and motivations.

Be consistent and clever. Being consistent and highlighting your skills and services in a catchy way is essential in clearly communicating your brand. Ensuring that your personal brand statement is consistent with your actual values and professional abilities and is written cohesively and cleverly will help you stand out and build your brand.

Pay attention to your tone of voice. Your tone of voice can be very important when building a strong brand. Depending on what you aim to accomplish in your personal brand statement, you may want to use a casual, professional, or straightforward tone of voice.

Using an acceptable tone of voice will help your craft powerful branding that differentiates you from your peers and resonates with your target audience.

Why Is a Personal Brand Statement Important?

An effective personal brand statement can set you apart from the competition, help people recognize and remember you, help you network and find opportunities for career development, and grow your audience or client list.

Whether you’re a job-seeker, freelancer, entrepreneur , or employer, having a personal brand statement is an important element of branding and marketing and can be essential in finding and maintaining professional success.

Personal branding is also a great way for established industry professionals to find opportunities to participate in speaking engagement and professional networking events since the majority of professionals with a strong brand identity have an established online presence.

Personal brand statements are the perfect platform for showcasing your knowledge on a specific company or your industry expertise and can be displayed as an objective statement on your professional resume or your website, portfolio, or LinkedIn profile.

If you’re looking to get hired, land a big job interview, get a promotion , expand your professional network, and increase your likelihood to find overall career success, writing a powerful personal brand statement is essential.

13 Inspiring Personal Brand Statement Examples

When it comes to powerful branding and the brand development process, a little inspiration can do a long way. Here are 13 inspiring personal brand statements from established professionals across a wide range of occupational industries.

Marie Forleo. Marie Forleo, the host of the award-winning show MarieTV, keeps it light and simple with her personal brand statement. It reads:

Hi, I’m Marie. An entrepreneur, writer , philanthropist, and an unshakable optimist dedicated to helping you become the person you most want to be.

Nick Loper. Nick Loper, an entrepreneur and business coach , uses attention-grabbing words to connect with and draw in customers. His personal brand statement is short but striking. It reads:

Let’s build job-free income.

Selena Soo. This marketing and publicity strategist ’s brand statement is genuine, professional, and direct. The statement reads:

I’m a publicity and marketing strategist who helps experts, authors, and coaches go from ‘hidden gem’ to admired industry leader …and even a household name.

Adam Cobb. As a fitness and nutrition coach, exercise, a healthy diet, and a spiritual awareness are at the core of Adam Cobb’s life and career. He reiterates that in his personal brand statement, keeping things clear and concise. The statement reads:

Move well, eat well, think well.

Irene Koehler. Working as a personal branding coach, Irene Koehler knows a thing or two about personal brand statements. She keeps hers short, punchy, and powerful. It reads:

I transform accomplished women from unknown to unforgettable with a strategic, trustworthy personal brand.

Darrell Franklin. As the head of industry at Google, Darrell Franklin lets his leadership skills and industry expertise shine in his personal brand statement. It reads:

Innovation is in my blood…I seek to find ways to adapt when needed and disrupt when possible. For the past 15+ years, I have been at the forefront of digital evolution and transformation as an intrepid business strategist , thought leader, and functional operator , and called on to develop solutions and technologies that have enabled stronger customer engagement, retention, and loyalty.

Jessi Fearon. This personal finance and budget blogger gets right to the point in her personal brand statement. It reads:

Real life on a budget.

Tony Robbins. Tony Robbins is known for his inspiring self-improvement books and speeches. He’s almost equally as known for his personal brand statement. The statement is crisp and motivational, reading:

Transform your life.

Larry Kim. Larry Kim, CEO of MobileMonkey, Inc. and founder of WordStream, Inc., recognizes the importance of diversity and creativity. The marketing expert has set himself apart from his peers through a unique, fun, and nontraditional approach to a personal brand statement. The statement reads:

Be a unicorn in a sea of donkeys.

Brittany Berger. Content marketer Brittany Berger knows how to stand out from the crowd . Her personal brand statement peaks interest and grabs attention by challenging popular and traditional ideas. The statement reads:

Create less content. (It’ll be fine! I promise!)

Chandler Bolt. Chandler Bolt is an author and the founder of Self-Publishing School who, through a clever, motivational, and relatable personal brand statement, inspires his clients to publish their first book. His statement reads:

Hi, I’m Chandler Bolt. Six-time bestselling author and founder of Self Publishing School. There’s a book inside you, And my goal is to help you find it and go from blank page to bestselling author — even if you’re busy, idea-less, or bad at writing like me.

Ann Handley. This best-selling author and digital marketing expert uses a casual tone in her personal brand statement but gets straight to the point to capture interest and increase her marketability. Her statement reads:

Empowering ridiculously good marketing.

Andrea Perez. After an impressive career, Andrea Perez, global vice president and general manager for Nike’s Jordan Women’s brand, knows she’s valuable as a consumer marketer. Her personal brand statement exudes confidence and professionalism . It reads:

I’m a modern, fearless, digitally-driven, and globally savvy brand/ business leader with over 15 years of experience representing two of the most exciting, influential consumer brands in the world. I live for opportunities to deliver game-changing, digital and physical global marketing programs that deepen consumer connections, accelerate revenue, and drive brand growth.

Final Thoughts

Writing a short, strong, and catchy personal brand statement is the perfect way to convey your value as an industry professional and showcase your personality , passion, skills, and values. Summing up your experience and abilities in a personal brand statement or tagline can lead to various opportunities for professional growth.

By following the tips and examples provided in this article you’ll be one step closer to establishing your brand appealing to potential customers, professional connections, and employers.

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Elsie is an experienced writer, reporter, and content creator. As a leader in her field, Elsie is best known for her work as a Reporter for The Southampton Press, but she can also be credited with contributions to Long Island Pulse Magazine and Hamptons Online. She holds a Bachelor of Arts degree in journalism from Stony Brook University and currently resides in Franklin, Tennessee.

Matt Warzel a President of a resume writing firm (MJW Careers, LLC) with 15+ years of recruitment, outplacement, career coaching and resume writing experience. Matt is also a Certified Professional Resume Writer (CPRW) and Certified Internet Recruiter (CIR) with a Bachelor of Science in Business Administration (Marketing Focus) from John Carroll University.

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Luxury Brand Management - MA

Currently viewing course to start in 2024/25 Entry .

This course will address the specific challenges and opportunities of the luxury sector and is the perfect choice for students that see their future careers with premium, high-end and luxury brands. We enable you to become a confident leader and an innovative thinker, learning how to approach brands and decide their place within the market....

• Level Postgraduate Taught
• Study mode Full Time
• Location City Centre
• Start date September 2024
• Fees View course fees
• School School of Fashion and Textiles
• Faculty Faculty of Arts, Design and Media

This course is:

Open to International Students

This course will address the specific challenges and opportunities of the luxury sector and is the perfect choice for students that see their future careers with premium, high-end and luxury brands.

We enable you to become a confident leader and an innovative thinker, learning how to approach brands and decide their place within the market. You’ll learn how luxury brands are managed in the international marketplace, as well as looking at branding from producer and consumer perspectives.

What's covered in this course?

The course encourages you to develop the skills and competences of future managers in the Luxury Industry. To do this, you will be capable of making management decisions at both a strategic and at a tactical level, emphasising the complexity and dynamics of business and management and an awareness of the nature of the various factors which influence management decisions.

The School provides a unique setting for students to observe their peers, taking advantage of the proximity of fashion and textile design students at the Parkside Campus.

The course encompasses numerous field trip opportunities so that you can reflect on your developing knowledge in relation to professional practice and the luxury industry.

There is commonality with other courses such Fashion Management and you will benefit from shared lectures and practice where possible. Access to interactive digital technology will increase students’ ability to debate and share experiences in a global context and therefore integrate knowledge from different cultures.

The choice of MA Luxury Brand Management was my way of specifying my dream industry for which I want to work for. The course taught me the specifics of this market and, more importantly, pushed me to work on many practical projects that became a part of my portfolio. On multiple occasions, my path crossed with design students, which was an invaluable lesson and a foretaste of the experience I can expect entering the professional market.

Natalia Ciercierska

Why Choose Us?

• Links to industry and regular contact with luxury brand professionals
• International field trip opportunities to key industry and cultural events and locations
• Supportive staff with many years of industry experience
• Network and collaborate with other fashion students, our wider postgraduate community and beyond

Similar Courses

• Cosmetics Branding and Promotion - MA
• Fashion Styling - MA
• Fashion Management - MA
• Luxury Jewellery Management - MA

Join us for an on-campus Open Day where you'll be able to learn about this course in detail, chat to students, explore our campus and tour accommodation. Booking isn't open yet for this event, register your interest and we’ll email you as soon as booking goes live.

Next Event: 24 November 2024

Entry Requirements

Essential requirements.

You are required to meet one of the following options:

Essential Requirements

An honours degree from a UK University
A first degree from an overseas university (GPA 3.0 out of 4.0 or average 75 per cent or any other equivalence to the above UK qualification)
Successful passing a Pre-Master's course approved by Birmingham City University
Successful passing a Pre-Master's course at another UK university/institution with a minimum of 55 per cent average
A first degree from an overseas university (GPA 3.0 out of 4.0 or average 75 per cent or any other equivalence to the above UK qualification)

Other qualifications will be considered on a case by case basis.

Please note that even if your application fully meets the entry criteria, you may be required to further demonstrate your suitability via an interview or submission of a course proposal before being offered a place.

Interviews may be conducted in your country of residence, over the telephone or by Skype.

Extra information for EU/International students

IELTS 6.0 overall with 5.5 minimum in all bands or .
No English certificate is required for applicants from countries that appear on our English exemption list. Please for this list.

If you have a qualification that is not listed, please contact us .

Fees & How to Apply

• International Student

UK students

Annual and modular tuition fees shown are applicable to the first year of study. The University reserves the right to increase fees for subsequent years of study in line with increases in inflation (capped at 5%) or to reflect changes in Government funding policies or changes agreed by Parliament. View fees for continuing students .

Starting: Sep 2024

• £12,075 in 2024/25
• Apply Online
• 18 months (including Professional Placement - see below*)
• £13,285 in 2024/25

International students

• £17,710 in 2024/25
• £19,485 in 2024/25

Access to computer equipment You will require use of a laptop, and most students do prefer to have their own. However, you can borrow a laptop from the university or use one of our shared computer rooms.

Printing You will receive £5 print credit in each year of your course, available after enrolment.

Field trips All essential field trips and associated travel costs will be included in your course fees.

Access to Microsoft Office 365 Every student at the University can download a free copy of Microsoft Office 365 to use whilst at university and for 18 months after graduation.

Key software You will be able to download SPSS and Nvivo to your home computer to support with your studies and research.

Key subscriptions Subscriptions to key journals and websites are available through our library.

Project materials (mandatory) This course includes project work that requires you to develop and produce a portfolio or collection. You'll be expected to provide the materials for use in your individual major projects; costs will vary depending on the materials selected, but are likely to be in the region of £20 - £50 for the printout and binding of your Major Project.

Specialist equipment (mandatory) This course requires the purchase of specialist equipment, including a laptop (variable cost).

Excess printing (optional) Once you have spent your £5 credit, additional printing on campus costs from 5p per sheet.

Placement expenses (optional) If you choose to undertake a placement, you'll need to budget for accommodation and any travel costs you may incur whilst living or working away from home.

Field trips (optional) This course includes the option of additional trips that may enhance your experience, at extra cost.

Accommodation and living costs The cost of accommodation and other living costs are not included within your course fees. More information on the cost of accommodation can be found in our .

*Professional Placement option

The Professional Placement version of the course is optional and is offered as an alternative to the standard version of the course.

This will allow you to complete a credit bearing, 20 week Professional Placement as an integral part of your Master’s Degree. The purpose of the Professional Placement is to improve your employability skills which will, through the placement experience, allow you to evidence your professional skills, attitudes and behaviours at the point of entry to the postgraduate job market. Furthermore, by completing the Professional Placement, you will be able to develop and enhance your understanding of the professional work environment, relevant to your chosen field of study, and reflect critically on your own professional skills development within the workplace.

You will be responsible for finding and securing your own placement. The University, however, will draw on its extensive network of local, regional and national employers to support you in finding a suitable placement to complement your chosen area of study. You will also benefit from support sessions delivered by Careers+ as well as advice and guidance from your School.

Placements will only be confirmed following a competitive, employer-led selection process, therefore the University will not be able to guarantee placements for students who have registered for the ‘with Professional Placement’ course. All students who do not find a suitable placement or do not pass the competitive selection process will be automatically transferred back to the standard, non-placement version of the course.

Personal statement

You’ll need to submit a personal statement as part of your application for this course. This will need to highlight your passion for postgraduate study – and your chosen course – as well as your personal skills and experience, academic success, and any other factors that will support your application for further study.

Not sure what to include? We’re here to help – take a look at our top tips for writing personal statements and download our free postgraduate personal statement guide for further advice and examples from real students.

Course in Depth

In order to complete this course you must successfully complete all the following CORE modules (totalling 180 credits):

Research and Professional Skills 20 credits

The aim of this module is to introduce you to research skills and methods to allow you to craft your own research proposal, which will support and inform your major project module. You will choose your own area of interest relating to your specialism for research.

Industry Practice and Context 20 credits

This module will introduce you to your specialist field, focusing on the key skills, issues and debates surrounding the creative industries and in your specialist field. Marketing and management theory will be put into the context of your specialism and relate to your growing awareness of the global nature of the creative industries.

Analysis and Planning for Management 40 credits

This module will provide you with the elements of business planning as well as the ability to analyse the environment of a business and plan future directions based your findings. Analysis covers topics such as trends, competitors, market and industry influences. Planning-related areas include product and service development, sustainable innovation, finance and marketing. Overall, the module will equip you, as a future manager, with the tools you will need to make strategic and tactical business decisions to provide evidence-based direction to future employers.

Responsible, Ethical and Sustainable Developments 20 credits

This module will introduce you to the concepts involved in ethics and sustainability within your wider industry. You will investigate and assess the cultural, social, ethical, and environmental impacts of the various activities that take place in the industry as a whole. From sourcing to marketing, you will gain insights that will enable you to address and evaluate the current and emerging ethical and sustainability issues facing every sector globally, as well as analysing possible solutions or developing new ones of your own.

Luxury Culture and Lifestyle 20 credits

Luxury Culture and Lifestyle

Major Project: Luxury Brand Management 60 credits

The purpose of the module is to enable you to undertake a sustained, in-depth and theoretically informed research project exploring an area that is of personal interest to you. It is important that we can support you appropriately, so you will be guided towards choosing a research topic which is relevant to your discipline and in which your lecturers have expertise. The outcome may take the form of a written dissertation or a practical outcome with accompanying reflective, critical and contextual material. The main consideration when choosing your topic is that it must be relevant to your programme and you should consider the relevance of this topic to your future academic or professional development.

Download course specification

Course structure.

Your studies will be based at Parkside and Curzon at the City Centre Campus. You will begin your year with modules in Industry Practice & Context, Analysis and Planning for Management which will introduce you to a range of skills and experience that will form the foundation of your further studies. You will have regular opportunities to meet experts from the world of Luxury and guest speakers from the wider Creative Industries.

In the second term you will build on your knowledge of  Responsible, Ethical and Sustainable Developments module. This will also be supported with modules in Luxury Culture and Lifestyles and Research & Professional Skills, letting you practise making research proposals and designing pilot studies for industry related projects.

Your last term of studies will concentrate on a Major Project module that will examine a contemporary management issue that currently affects the Global Luxury Industry. This is a self-directed project that you can design to focus on aspects of the Fashion Industry that you are most interested in.

Employability

Enhancing employability skills.

Employability and key transferable skills are embedded within the course ethos to maximise your capabilities and understanding of potential career opportunities.

Many modules require group projects in the field to build first-hand knowledge of the Luxury Industry. The importance of positive contribution to a team and close working relationships with colleagues is a key feature.

The course is structured to build on experiences and embrace real scenarios through live projects, simulated practice requiring actual problem solving. This aims to develop your confidence and ambitions to explore a breadth of careers opportunities within a global industry. 

Evaluating strategic and tactical business decisions will prepare you for working in Luxury Branding by enabling you to understand the changing environment of competitors and stakeholders and adapt your plans and working practice accordingly.

Your knowledge of management and marketing theories and how to apply them will be an advantage in many roles, and give you the flexibility to engage on many different levels with employers, clients and partners alike.

International

Birmingham City University is a vibrant and multicultural university in the heart of a modern and diverse city. We welcome many international students every year – there are currently students from more than 80 countries among our student community.

The University is conveniently placed, with Birmingham International Airport nearby and first-rate transport connections to London and the rest of the UK.

Our international pages contain a wealth of information for international students who are considering applying to study here, including:

• Details of the entry requirements for our courses
• Some of the good reasons why you should study here
• How to improve your language skills before starting your studies
• Information relevant to applicants from your country
• Where to find financial support for your studies.

Facilities & Staff

Our Facilities

Fashion and Textiles courses are based at our Parkside Building, which is part of our multi-million pound City Centre Campus development in the heart of Birmingham's Eastside development.

Barry Batson

MA Fashion Management and MA Luxury Brand Management Course Director

With over 40 years’ experience in the industry, Barry Batson is the current Programme Director for MA Fashion Management and MA Luxury Brand Management at Birmingham City University. Barry’s previous academic role was with Southampton Solent University as Senior Lecturer for their Fashion Management with Marketing and Fashion Buying courses.

UK prospective students

• Contact the enquiries team
• T: +44 (0)121 331 6295

Non-UK prospective students

• E: International enquiry form
• T: +44 (0)121 331 5389

Already applied?

• E: Contact the admissions team
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Luxury Brand Management (MA)

Luxury Brand Management (MA) starting September 2025 for 1 year

About this course

Develop the skills needed for success in one of the fastest-growing areas of global business. This Luxury Brand Management MA will offer you a high level of industry exposure, creating a range of career opportunities.

You'll have exceptional learning experiences, visit luxury brands, have the invaluable chance to work on an industry consultancy project, and benefit from regular talks from top companies.

This Luxury Brand Management master’s is one of just a few courses of its kind in the UK. You'll look at a variety of premium industries including; fashion, perfume, hotels, yachts, automobiles, fine wines and spirits, and exclusive clubs.

Our MA Luxury Brand Management degree covers brand design and management, whilst exploring current industry issues and debates. You’ll take part in a variety of study trips, including to London and Paris, working on luxury projects, visiting luxury businesses and meeting industry professionals.

You'll also learn: 

• luxury consumer profiles and website design 
• evolution of the luxury market and globalisation of luxury brands
• consultancy and project management
• social media influence 
• cobranding, brand extensions, and brand heritage  

We also collaborate with a London-based luxury brand agency to offer a limited number of internships. Additional industry input will allow you to develop your networks.

Previous input has been provided by:

• Aston Martin 
• Bremont 
• Maserati 
• George Bayntun 
• The Ritz 
• Royal Southampton Yacht Club 
• The Savoy 
• Wright & Teague

We regularly review our courses to ensure and improve quality. This course may be revised as a result of this. Any revision will be balanced against the requirement that the student should receive the educational service expected. Find out why, when, and how we might make changes .

Our courses are regulated in England by the Office for Students (OfS).

Course lead

Debbie Pinder has held senior global marketing positions for international luxury brands, such as De Beers, Jo Malone, Coty, Clarins, L’Oreal. Debbie continues to advise luxury brands on global strategy as a consultant. Her current research focuses on the new affluent luxury consumer, luxury wellbeing and luxury in the airport. Her inspiring teaching was recently recognised with a University Vice-Chancellors’ award. 

Our academics are also members of the prestigious Winchester Luxury Research Group , a hub for world-leading research into a range of luxury-related areas.

Learn more about this subject area

Art, design and fashion

Course location.

This course is based at Winchester .

Awarding body

This qualification is awarded by the University of Southampton.

Download the Course Description Document

The Course Description Document details your course overview, your course structure and how your course is taught and assessed.

Entry requirements

You’ll need a 2:1 degree in a relevant subject such as :

• advertising
• architecture
• engineering
• history of art
• international economy and trade
• public relations (PR) 
• visual communication design

Find the  equivalent international qualifications  for your country.

Subject areas that are not suitable are:

• broadcasting and hosting
• business English
• Chinese language and literature
• computer science
• digital media 
• finance management
• mathematics
• performance art
• theatre  

English language requirements

If English isn't your first language, you'll need to complete an International English Language Testing System (IELTS) to demonstrate your competence in English. You'll need all of the following scores as a minimum:

IELTS score requirements

We accept other English language tests. Find out which English language tests we accept.

Pre-masters

If you don’t meet the English language requirements, you can achieve the level you need by completing a pre-sessional English programme before you start your course.

If you don’t meet the academic requirements, you can complete a pre-master's programme through our partnership with ONCAMPUS. Learn more about the programmes available .

Recognition of professional experience

You can also apply if you have professional experience. You’ll need to demonstrate significant relevant work experience within the relevant subject field.

We may ask you to an interview.

Got a question?

Please contact us if you're not sure you have the right experience or qualifications to get onto this course.

Email:  [email protected] Tel:  +44(0)23 8059 5000

Course structure

This is a one-year, full-time degree course running from September to September.

You'll study taught modules in semesters 1 and 2, followed by independent study for your final project. You'll complete your final project in the summer, over the last few months of the course.

Want more detail?  See all the modules in the course.

The modules outlined provide examples of what you can expect to learn on this degree course based on recent academic teaching. As a research-led University, we undertake a continuous review of our course to ensure quality enhancement and to manage our resources. The precise modules available to you in future years may vary depending on staff availability and research interests, new topics of study, timetabling and student demand. Find out why, when and how we might make changes .

Year 1 modules

You must study the following modules :

Final Project (Luxury Brand Management)

On this module will you put into practice the research and analytical skills that you have learned on the programme. Focusing on a contemporary luxury brand management issue, you will investigate this issue/area of research to prepare a final project, cr...

Historical and Contemporary Issues in Luxury

This module explores a range of historical and contemporary issues affecting luxury, from luxury consumption, luxury marketing and management, technology and luxury, the relativity of luxury to the evolvement of luxury over time. As part of this module, ...

Principles of Luxury Brand Management and Marketing

This module aims to develop your knowledge and skills in core luxury marketing related concepts, as well as appreciate the environmental factors that influence luxury marketing decisions. It focuses on the role of the wider environment in particular the s...

Professional and Academic Skills 1

This module is one of the compulsory modules taken by all students in the creative management programmes at WSA. While the learning outcomes are the same across programmes, the content will be delivered with reference to your subject specialism and your...

Professional and Academic Skills 2

This module is one of the compulsory modules on your programme that provide you with a deeper engagement with the academic and professional skills to support the preparation of your Final Project work. The module encourages you to engage directly with ...

Strategic Luxury Brand Management

The module aims to review the main concepts, methods and tools which are used in the strategy analysis, formulation and implementation processes. These processes will be applied at a corporate, business and operation level to luxury organisations. The ...

You must also choose from the following modules :

Creative Thinking and Problem Solving

The module been designed for the purpose of promoting and developing creative thinking and problem solving (CTPS) skills and addresses the need for individuals and teams who can ‘think outside the box’, and apply fresh thinking to practical, ‘real world’ ...

Digital Cultures

Digital Cultures is an elective module covering a broad range of topics relating to the encounter with digital environments, audiovisual content and the aesthetics and politics of media technologies in historical and contemporary contexts. This module int...

Entrepreneurship

The module enables you to recognise entrepreneurial traits and behaviours and apply elements of these to the real world. With a strong orientation towards the future, realised through forecasting in both finance and marketing, the module will provide ...

Experimental Publishing

The consideration of what publishing actual means today remains a relevant question for any creative practitioner. Over the past few years we have seen a huge rise in self-publishing, print on-demand services, tweeting and social media, from post-digital ...

Exploring the Visual Language of Display

The module provides thematic examples of the theories and practices of visual presentation and display explored through interdisciplinary and critical contexts appropriate to the MA pathways. It offers a number of critical “tools”, enhanced through refere...

Global Marketing

The module seeks to advance your knowledge on key issues of globalization and changes to marketing approaches that have taken place due to internationalisation.. The module situates the concepts and terminology of global marketing in a range of different ...

Sustainability in Business and Design

This module addresses critical perspectives in relation to sustainability and its impact in art, design and the creative industries. The module seeks to inform your thinking in relation to sustainability issues, be they environmental, social or economic, ...

Visual Culture

We live in a world that is saturated by images, from the far reaches of space to the sub-atomic level and just about everything in between. Images seem to have a special power in our lives, playing a part in the constructions of who and what we are and t...

Learning and assessment

During our brand management masters we'll encourage you to reflect on your progress and learn from this. You’ll receive formative assessment throughout the course to help you focus your studies. 

You'll learn through a combination of methods, including:

• lectures, seminars, and tutorials
• workshops and field trips
• independent study
• presentations
• interactive exercises

We'll assess you through different methods including: 

• critical papers
• a consultancy project presentation and report
• reflective statements
• your final project write-up

Dissertation

You’ll need to complete an independent 10,000-word final project (dissertation).

Focusing on a contemporary luxury brand management issue, you will investigate this issue/area of research to prepare a final project, critically analysing and commenting on the ideas and viewpoints of others, together with those of your own.

Academic Support

We intentionally keep student numbers low on this course, which results in a close-knit group and means you’ll receive plenty of support from your peers and tutors. You’ll have a personal academic tutor, who is the first point of contact for advice about academic or other matters.

You’ll also have access to the wide range of University student services should you need them, including visa information, advice on money matters, and welfare or academic support.

Graduates from this programme will typically find employment in a variety of different careers associated with luxury marketing and brand management including: 

• account handlers 
• marketing executives 
• marketing managers 
• consultants 
• brand managers 
• marketing communication experts  
• executive/management level roles within the luxury and marketing industry

Our graduates find employment opportunities within these roles either working for agencies or their clients and in some cases choose to operate as freelance consultants within their chosen careers. Many of our graduates also go on to start their own companies.

Careers services at Southampton

We're a top 20 UK university for employability (QS Graduate Employability Rankings 2022). Our Careers, Employability and Student Enterprise team will support you throughout your time as a student and for up to 5 years after graduation. This support includes:

• work experience schemes
• CV/resume and interview skills workshops
• networking events
• careers fairs attended by top employers
• a wealth of volunteering opportunities
• study abroad and summer school opportunities

We have a thriving entrepreneurship culture. You'll be able to take advantage of:

• our dedicated start-up incubator,  Futureworlds
• a wide variety of  enterprise events  run throughout the year
• our partnership in the world’s number 1 business incubator,  SETsquared

Fees, costs and funding

Tuition fees.

Fees for a year's study:

• UK students pay £26,500.
• EU and international students pay £26,500.

Check fees for other versions of this course .

If you're an international student on a full-time course, we'll ask you to pay £2,000 of your tuition fees in advance, as a deposit.

Your offer letter will tell you when this should be paid and provide full terms and conditions.

Find out about exemptions, refunds and how to pay your deposit on our tuition fees for overseas students page.

What your fees pay for

Your tuition fee covers the full cost of tuition and any exams. The fee you pay will remain the same each year from when you start studying this course. This includes if you suspend and return.

Find out how to  pay your tuition fees .

Accommodation and living costs, such as travel and food, are not included in your tuition fees. There may also be extra costs for retake and professional exams.

• accommodation costs
• living costs
• budgeting advice
• fees, charges and expenses regulations

10% alumni discount

If you’re a graduate of the University of Southampton, you could be eligible for a 10% discount on your postgraduate tuition fees.

Postgraduate Master’s Loans (UK nationals only)

This can help with course fees and living costs while you study a postgraduate master's course. Find out if you're eligible .

• Winchester School of Art Postgraduate Global Talent Scholarship

Twenty scholarships of £5,000 each are available to international students joining our postgraduate master’s courses at the Winchester School of Art in September 2023.

Find out more about the Winchester School of Art PGT Global Talent Scholarship , including eligibility, deadlines and how to apply.

Southampton Arts and Humanities Deans Global Talent Scholarship

Ten scholarships of £10,000 each are available to international students studying for an undergraduate degree or a postgraduate master’s degree in Arts and Humanities.

Find out more about the Southampton Arts and Humanities Deans Global Talent Scholarship , including eligibility, deadlines and how to apply.

Other postgraduate funding options

A variety of additional funding options may be available to help you pay for your master’s study. Both from the University and other organisations.

Funding for EU and international students

Find out about funding you could get as an international student.

• Use the 'apply for this course' button on this page to take you to our online application form.
• Search for the course you want to apply for.
• Complete the application form and upload any supporting documents.
• Submit your application.

For further details, read our step by step guide to postgraduate taught applications .

Application deadlines

• International applicants: Monday 29 July 2024, midday UK time
• UK applicants: Friday 30 August 2024, midday UK time

Application assessment fee

We’ll ask you to pay a £50 application assessment fee if you’re applying for a postgraduate taught course.

This is an extra one-off charge which is separate to your tuition fees and is payable per application. It covers the work and time it takes us to assess your application. You’ll be prompted to pay when you submit your application which won’t progress until you've paid.

If you're a current or former University of Southampton student, or if you’re applying for certain scholarships, you will not need to pay the fee. PGCE applications through GOV.UK and Master of Research (MRes) degree applications are also exempt. Find out if you’re exempt on our terms and conditions page .

Supporting information

When you apply you’ll need to submit a personal statement explaining why you want to take the course. 

You’ll need to include information about: 

• your knowledge of the subject area
• why you want to study a postgraduate qualification in this course
• how you intend to use your qualification

References are not required for this programme.

Please include the required paperwork showing your first degree and your IELTS English language test score (if you are a non-native English speaker) with your application. Without these, your application may be delayed.

What happens after you apply

You'll be able to track your application through our online Applicant Record System.

We will aim to send you a decision 6 weeks after you have submitted your application. 

Unfortunately, due to number of applications we receive, we may not be able to give you specific feedback on your application if you are unsuccessful.

We may invite you to an interview, which will take place by phone if you live abroad. You'll get an email from the admissions tutor if we'd like to talk to you before offering you a place.

Equality and diversity

We treat and select everyone in line with our  Equality and Diversity Statement .

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Luxury Brand Management

Digital marketing in practice.

• Digital Branding Strategy
• Develop and Implement Recruitment Strategies
• Employee Relations and Recognition – Human Resources
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We help you reach new heights

Welcome to the London School of Business Luxury Brand Management Programme, where exclusivity meets innovation. If you have an endless passion for luxury brands and aspire to create remarkable experiences for the world’s most discerning customers, this executive education programme is your ticket to a prestigious career in the luxury industry.

Learn the abilities you’ll need to succeed in one of the world’s fastest-expanding industries. This Luxury Brand Management program provides you with high-level industry exposure, which opens up a variety of professional prospects. Gain insights from industry leaders and connect with professionals who share your interests, laying the groundwork for a dynamic and successful future. Join us and turn your dreams become reality.

Programme Structure

Historical and contemporary perspectives in luxury.

The world of luxury is changing beyond recognition, and it’s harder for brands to remain relevant today. This module will allow learners to understand the history of the luxury industry in the past 30 years. Learners will explore the current contemporary perspectives within the luxury world and analyse the first frameworks that regulate the luxury industry.

Business models regulating luxury brands

This model will be discussing the history of certain brands and exploring certain business models that regulate them. Learners will understand how luxury brands have been built throughout the years not only historically but also from a business perspective diving into relevant business models.

The Luxury Identity

The luxury identity corresponds with the intra-company self-perception of a brand, which determines precisely how the brand should appear to external target groups. This models emphasis the importance and relevance of luxury identity to a brand.

Understanding the Luxury clientele

By understanding how buyers think, feel and decide, businesses can determine how best to market their products and services. This module will give you an understanding of the fundamental decision making processes and the Geographical and sociological factors that influence these processes, specifically for the luxury clientele.

Luxury Market Overview

Any organisation needs to understand how business is done in their industry, how products are sold and delivered, and what other suppliers offer discounts and credit arrangements. In this module, learners will understand the luxury industry’s scale and size.

Luxury environment

The concept of rarity has traditionally been associated with the idea of luxury. However, while scarcity is still an essential factor in determining the value of a luxury brand, terms such as “exclusivity” or “space” are now powerfully resounding within customers’ minds as alternative descriptors. In this module, grouping students will study the historical evolution of the luxury industry and explore macro trends that structure the different international markets.

Luxury branding and creativity

The idea of luxury products as uncommon and finely created, often one-of-a-kind objects produced via artistic endeavour is intimately linked to the concept of creativity. Luxury brands that cater to affluent clients differentiate their products and charge greater prices as a result. In developed and highly competitive marketplaces, a strong positive brand is critical.

Brand positioning and communications

The world of luxury is changing beyond recognition, and it’s harder for brands to remain relevant today, which reinforces the importance of brand positioning. Luxury is all about meaning: the very essence of luxury is based on the inflation of its symbolic value over the functional significance of its goods and services. This module will be cover the positioning process through communication for luxury brands by specialists of the sectors who will guide the students through their discovery process.

Luxury Marketing: Effective Marketing Mix for success

With the scarcity factor and the placement factor – from the retail experience to the contact points with which it identifies itself – luxury companies must maintain a certain level of exclusivity and stature as luxury customers adapt. Luxury marketers can use the marketing mix of a luxury brand to create a holistic framework. A realistic approach must be emphasised because the environment and problems will vary.

Program Highlights

1 immerse in the world of luxury.

Indulge your passion for luxury as you delve into the mesmerizing world of high-end brands. Gain a deep understanding of the luxury market, its unique dynamics, and the essence of luxury brand management.

2 Leadership Excellence in Luxury

Position yourself as a sought-after leader in the luxury domain. Develop the skills, strategic thinking, and vision needed to lead iconic luxury brands with finesse and sophistication.

3 Crafting Irresistible Luxury Experiences

Master the art of creating unforgettable luxury experiences that captivate discerning consumers. Explore innovative brand strategies, storytelling, and customer-centric approaches to set your luxury brand apart.

4 Global Insights and Network

Immerse yourself in a multicultural learning environment with participants from diverse backgrounds, enriching your perspectives and building a powerful global network of luxury industry professionals.

5 Real-World Projects

Engage in real-world luxury brand management projects, collaborating with renowned luxury brands and gaining hands-on experience to apply your newfound expertise

Why Choose Luxury Brand Management?

An Entrancing World of Luxury Immerse yourself in the captivating world of luxury, where elegance, craftsmanship, and aspiration converge. Learn to appreciate the nuances that make luxury brands icons of exclusivity.

Pioneering Leadership Opportunities Aspire to lead the crème de la crème of luxury brands or envision your own opulent ventures. Luxury Brand Management equips you with the strategic vision and acumen to thrive as a trailblazing leader

Creating Unforgettable Luxury Experiences Master the art of crafting experiences that enchant and inspire. Discover the essence of storytelling, design, and customer-centricity that elevates luxury brands to ethereal heights.

A World of Prestigious Collaboration Engage with distinguished luxury brands on real-world projects, creating lasting connections with industry leaders and forging a global network of like-minded professionals.

Shaping the Future of Luxury Be at the forefront of defining the future of luxury. Through innovative strategies and creative brilliance, you have the power to shape trends and redefine the very concept of luxury.

Learning Outcomes

Developed an insight and understanding of the luxury brand world

Learnt to identify luxury target customers and their needs

Developed an understanding of how to build target customer profiles

Gained a good understanding of brand positioning and its impact on luxury brands

Learnt various methods to communicate luxury brand values

Received insider tips on how the luxury industry is changing

A critical understanding of the theory and practice of luxury brand marketing

The ever-changing luxury environment within which luxury brands operate.

This Program is Tailored for Visionaries Like You:

Passion for the world of luxury brands, immerse yourself in the world of luxury and develop a deep understanding of its unique nuances. this program is crafted for individuals who have an unwavering passion for luxury and aspire to lead in this captivating industry., craft strategic brand experiences, master the art of crafting unforgettable luxury brand experiences. learn to innovate, create, and deliver unique value propositions that resonate with discerning luxury consumers., aspiring for leadership roles, prepare yourself to take the helm in luxury brand management. whether you seek to lead iconic luxury brands or create your own, this program equips you with the skills to excel in leadership roles..

October 2024	Campus	Luxury Brand Management	4 Weeks	£2,100

Flexible	Online	Luxury Brand Management	3 Months	£850

The LSB Experience

Expert Trainers

Passionate specialists who keep up to date with the latest trends in their field.

Quality Delivery

Trainers have assessed annually on the quality of their delivery and delegate engagement.

Practical Training

Theory and practical based training to take back to the office which leads you more.

Small Class Sizes

No more than 25 people to ensure you get the most from our trainers.

Join the League of Extraordinary Leaders

As a participant in the Luxury Brand Management Programme, you will be equipped with the skills to navigate the intricacies of luxury brand leadership, forging a path for future generations of visionary executives. Together, we will shape a more inclusive and progressive landscape within the realm of luxury, where talented executives thrive and drive positive change.

Apply Now and Be the Change

Unlock your leadership potential and propel your career to new heights. Please contact us on +44 (0)20 3305 8124 or send us an email to exed @lsbuk.com to discuss your requirements and obtain an application form.

Related Programmes

Sales and negotiation skills.

This programme will excell you in confidence, competence, and resilience necessary to excel in sales roles and negotiate effectively in diverse business environments, driving success for themselves and their organizations.

This programme introduces you to the core principles of digital marketing. You gain practical skills and knowledge to develop and execute effective campaigns, drive business growth, and stay competitive in digital marketplace.

Marketing Strategy & Concepts

Marketing is an essential function for any business. It is not mere sales. It starts before production and helps you understand what you should produce depending on the market demand and condition.

At London Sc hool of Business (LSB) we nurture leaders. “Building Leaders for Business” forms the essence of our existence. We are redefining how businesses operate in London and the rest of the world.

Building Leaders for Business

Get in Touch

+44 (0)20 3305 8124

[email protected]

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• Accommodation

Chicago X London creative exchange video

Ma luxury brand management.

Currently reading: Course overview

Course overview

• Why study this master's?
• Course specifics and admissions
• Starts: Sep 2024
• Duration: FT 1 year
• Mode: Full-time
• Fees: UK: FT £9,250 / INT: FT £18,000

Ideal for: experienced professionals looking to understand the global success factors of smart luxury

Redefining luxury for Industry 4.0.

Our master's in Luxury Brand Management will enable you to blend design thinking and innovation models to redefine the luxury sector for the customer of tomorrow. Armed with customer market data, you will engineer new ways to influence the relationship between luxury brands, high-value services, consumer and market behaviours.

In a recent survey, our postgraduate courses scored 91% student satisfaction for creativity and design, and 93% satisfaction overall.*

* Source: *Postgraduate Taught Experience Survey, 2020

Why study this master's in Luxury Brand Management ?

• Help redefine the contemporary fashion marketplace
• Become a decisive leader 
• See your creative visions come to life
• Tap into exceptional industry connections
• Explore factors behind disruptive movements in smart luxury
• Augment your skill set to stand tall in a highly competitive sector.

In our unique MA Luxury Brand Management course in London, you will marry creativity and innovation models with an in-depth understanding of the success factors behind smart luxury and the products, services and experiences that have arisen as a result.

With the advent of new technology, luxury markets are more competitive and complex than ever. You will explore the context and influences behind these shifts and help redefine what luxury means in a global context and in the era of Industry 4.0. You will learn to effectively analyse customer market data and really get under the skin of the luxury customer of today and tomorrow. 

Do you wish to master the tools and strategies to thrive as a decisive leader in the global luxury market? Once you’ve graduated from our one-year Luxury Brand Management degree, you’ll have everything you need to launch and accelerate a successful career in the world of luxury, whether it's in fashion, travel, wellbeing or other areas of future luxury.  

Key study topics

Develop knowledge and research on the luxury sector, especially emergent markets in the BRIC countries, as well as current lead sectors in Europe and North America 

Develop a framework for designing a unique brand concept and identity supported by a branding strategy for generating commercial, social and environmental value

Explore the context, scale, scope and shift in strategies within the luxury landscape – its territories, economics, design style and experiential influences

Define ‘future luxury’ in the 21st century in terms of products, services and experience

Learning outcomes

After studying for your MA in Luxury Brand Management, you will:

• Have the confidence and experience to accelerate your career in luxury brand management 
• Have the capacity to evaluate in-depth data to paint a clear picture of the future luxury customer
• Marry design thinking with innovation models to help redefine what luxury means for the customer of tomorrow

The specifics

Programme specification

Entry requirements

A lower second-class honours (a 2:2, or equivalent non-UK qualifications) in a relevant subject, or an equivalent professional qualification in a related subject.

If you are applying directly from an undergraduate degree course without experience or professional practice, you must be able to demonstrate a good knowledge of your chosen subject area.

International

If you have international qualifications, please view our  entry requirements per country

In order to be eligible for this course, you will need to be a competent speaker and writer of English. If you require a Student Visa you need to provide us with an IELTS or equivalent English language qualification, which demonstrates a minimum of 6.0 (with a minimum of 5.5 in each sub test) or CEFR Level B2 in each component. Please read the  English Language requirements  or contact  [email protected]  for more information.

Selection criteria

We welcome suitably-qualified applicants who are able to demonstrate a good level of skills in areas associated with this subject. To get a holistic view of your ability and aptitude to succeed on the course, we will also consider your enthusiasm and interest in the subject area, how you manage the creative process, previous study and your professional skill-set.

Applications are welcome from a wide range of backgrounds and experience including from students who may not necessarily possess formal academic qualifications. It is important that applicants can demonstrate an aptitude for learning and continued professional development through a research-led approach. 

• How to apply

Whether you are a UK resident or an international application, you will need to apply directly to Ravensbourne via our  Online Applicant Portal . Each course and mode option has a unique link to apply. 

Simply select and click your chosen start date and mode via the 'Apply now' dropdown at the top of this page, and you will be directed to the appropriate page inside the portal. 

Learn more: how to apply for a postgraduate course

Personal Statement

We want to know why you chose the UK as your study destination, what attracted you to Ravensbourne and the course, and how it relates to or fits in with your plans for the future. We love to hear people's motivations and aspirations, so please make your personal statement, 'personal'.

Using a minimum of 500 words, please use your personal statement to explain:

• Why you chose the UK as your study destination (if you are an international student)
• What attracted you to Ravensbourne University London and the specific course you are applying for
• Your experiences and interests
• What you hope to gain from the course
• What you hope to do after graduating
• Any relevant work experience

Interview and portfolio

There are no portfolio requirements for this course.

Industry connections

You can’t learn in a vacuum, which is why industry connection is ingrained into everything we do. Ravensbourne University London will equip you for success in the creative and digital industries. Our tutors are respected academics and practitioners with substantial experience and industry links, while our suite of postgraduate courses has been designed with industry, for industry.

You will be part of a diverse community of creatives, working collaboratively to explore new professional practices. Ravensbourne have strong industry links with a range of high-profile companies, including: Apple, Barclays, the BBC, European Space Agency, Marks & Spencer, Museum of London, the Royal Shakespeare Company, Samsung and many more.

Career opportunities

These are the types of luxury brand management jobs you could potentially move into after graduation:

• Communications Manager
• Corporate Social Responsibility Manager
• Luxury Buyer
• Strategy Consultant
• Fashion Investment Analyst
• Internet Project Manager
• Head of Sales 
• Brand Manager
• Head of Digital.

The EventsHub is a flexible space designed to house various industry-facing lectures, presentations, events, launches, promotions, showcases, exhibitions and short courses for Ravensbourne, the local community and across the Design District. 

The Workshop

Ravensbourne's prototyping facilities are designed to enable and support experimentation and exploration of materials and making through hi-tech, lo-tech and no-tech facilities. This includes 3D printing, large-format digital print, laser cutting and vacuum forming, Arduino and Raspberry Pi coding and workshop hand-tools. 

CreativeLab

CreativeLab is Ravensbourne’s own in-house design and media production studio. Working across creative commercial projects, not-for-profit third-sector briefs and internal design and content requirements, CreativeLab combines professional design expertise with employment opportunities on projects for our students and graduates.

• International students

We very much welcome applicants from outside the UK. For information on study routes, visa requirements, studying in England, language and entry requirements, application requirements and access to international agents, please visit our international student section.

Quick links:

• Student route visa admissions
• International Education Agents
• Visas and immigration
• Student Route visa CAS deposit & fee refund
• International student FAQs

Get in touch

If you have any questions, we'd love to hear from you. 

Get in touch with a member of our admissions team:

T:   +44 (0) 20 3040 3998

E: [email protected]

If you have specific queries about being an international student, contact  [email protected]

For general information, call  +44 (0) 20 3040 3500

You can also  chat to our students .

Find specialist information hubs for:

• Prospective students
• Students with a disability
• Parents and guardians

Ravensbourne named one of the best universities for postgraduate study

Access expert talks:.

Industry leaders discuss creativity, technology and innovation

Introducing the In Conversation series

Paul Sternberg, Director of Postgraduate Studies, gives you a warm welcome to the In Conversation series. 

Speakers from across the creative spectrum talk to him about   how they've overcome obstacles to turn ideas into reality and shape their own futures.

Watch more talks now

Interested? Interested?

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Luxury brand management, programme details.

• Next start date : Sep 2024
• Future start date : Jan 2025
• Study : Full-time
• Duration : 12 - 16 months
• Fee : See fee tab

Master how to build, manage and grow a successful luxury brand. 

Dive into the world of luxury on this pioneering course, exploring a broad spectrum of businesses from retail and hospitality to automotive and travel. You’ll examine creative and strategic opportunities in the sector and gain valuable insights into both launching and expanding luxury businesses in mature and fast-developing markets.

Why Regent’s?

• Small class sizes : allowing for more individual attention, support and guidance
• Recognised excellence : Chartered Management Institute (CMI) accredited
• Live projects : acquire practical skills from luxury leaders like Harrods and Boodles
• Prime location : interact with London’s most coveted brands and businesses
• Unparalleled opportunities : experience luxury in action – from travel to fine dining

What to expect

The first of its kind in the UK, this course teaches you the business behind luxury brands – analysing and forecasting trends, building business plans, managing budgets, developing marketing strategies, leading international teams and delivering unforgettable customer experiences.

You’ll also dive into customer research, events and design – discovering how London’s most esteemed luxury brands attract and retain their premium clientele.

Our esteemed partnership with Walpole, the UK’s official trade body for the luxury sector, provides unparalleled access to luxury leaders like Harrods, Ferrari, dunhill and Tom Ford. Engaging in live industry projects, you’ll gain invaluable first-hand experience – deepening your understanding and positioning yourself at the forefront of the sector. Recently, students have developed expansion strategies with Harrods and digital marketing campaigns with Boodles.

London-centric learning

With London on your doorstep, you’ll have opportunities to experience luxury first-hand and join events and activities that reimagine education. Picture yourself:

• Test driving cars at the Ferrari headquarters
• Discussing brand insights with Armani’s General Manager
• Indulging in fine dining at Harrods before opening
• Joining backstage tours of The Dorchester
• Exploring insightful customer profiling with Sushi Samba
• Learning how Prada collaborates with rising stars

In your second year, you’ll also join an all-inclusive European study trip, where you’ll delve into the luxury sector overseas. Last year students visited Paris, where they:

• Explored the Moët & Chandon grounds
• Joined a private tour of the Lafayette Gallery
• Experienced a gala dinner on the Seine

In your final term, you’ll complete a dissertation or major project – developing and presenting a new business plan or consultancy project over a four-day period. You’ll graduate confident to pursue brand management roles anywhere in the world – joining alumni at upmarket brands or starting a luxury enterprise of your own. 

A tailored experience

We do all we can to support you at every stage – and put you in the driving seat, shaping your education from day one:

• Your own support officer : receive tailored advice and support when needed
• Academic guidance : access regular one-to-one sessions and a unique open door policy
• Flexible modules : personalise your course with a choice of elective modules

Dual accreditation

This course is accredited by the  Chartered Management Institute (CMI)  – allowing you to register for an additional professional qualification. Registering with the CMI gives you access to a range of opportunities, detailed below, and means (if successful) you’ll gain a Level 7 Diploma in Strategic Management and Leadership Practice.

This can fast-track your professional development – helping you to quickly become a Chartered Manager (CMgr).

• Mentorship from a member of the CMI
• Activities accredited for Continuing Professional Development
• A variety of CMI events with networking opportunities
• Consultations with specialist advisers to develop your career
• A vast library of the latest research and thinking

Please note, this is an  opt-in arrangement and isn't automatic . You’ll be invited to a seminar in your first few weeks, that provides more information and enables you to register, if you wish.

Download course specification

How to apply

Applying to Regent's is quick and easy. We accept direct applications year-round and there's no application fee. If you haven't received your exam results, you can still apply and we'll issue you with a conditional offer. You just need be clear in your application which qualifications you're currently studying for.

Step 1: Apply

• On our website,  details here

During the application process, you'll have the chance to upload supporting documents, including:

• A copy of your passport (photograph ID page)
• Academic transcripts and certificates from all previous studies
• A 500-700 word personal statement ( view guidance )
• If you're not a native English speaker, proof of your English proficiency

Credit transfer

If you’ve already studied part of your degree elsewhere, you may be able to apply for Recognition of Prior Learning (RPL) and join your new course at an advanced entry point. To apply for RPL, you'll need to state this clearly in your application and provide us with the certificates, transcripts and module descriptions for your previous course.

Step 2: Receive a response

You can expect to receive a decision on your application within 10 working days. We'll assess whether you meet our entry requirements and will notify you of our decision via email. UCAS applicants will also receive official notification via the UCAS system.

For some of our courses, the selection process may include an interview or audition. They can take the form of a one-to-one interview, a group interview or a portfolio review, which may be conducted by telephone or online. Arrangements of these are made between you and the Admissions department.

Step 3: Accept your offer

If you wish to accept your offer, you must pay your (non-refundable) advance tuition fee deposit. This will confirm your place.  Here's how .

Step 4: Register 

Closer to the start of term, our Admissions team will send instructions regarding your registration process. This will include information on completing your online enrolment before you arrive, as well as a checklist of documents you'll need to bring with you to campus.

Information for international students

If you're an overseas student, you'll likely require a visa to study in the UK.  Here's how to apply .

Scholarships and funding

There are a wide variety of funding and scholarship opportunities to help you finance your studies. For more information, please visit our  scholarships and funding page .

Tuition fee:  

• £28,000 for the intake starting in September 2024 or January 2025
• £29,000 for the intake starting in September 2025 or January 2026

Non-refundable advance deposit:

UK students: £1,000 International students: £4,000

Read more about  tuition fees .

If you receive an offer for a course, you’ll receive a pro forma invoice. To accept your offer and secure your place, pay your deposit payment as soon as possible.

The remaining portion of your first year’s tuition fees will be due when you enrol. At this time, you’ll receive your invoice for the full year. You can choose to pay for the year in full before the start of your first academic year or in two instalments, spread out across the academic year. The dates of these instalments will be determined by when your course starts.

What do fees include?

Fees cover the cost of all tuition and access to the University’s IT infrastructure and library learning resources. Fees are presented for the first level of study which equates to two terms. 

What other costs should I budget for?

You will need to budget additional funds for accommodation and living expenses, travel, and any additional trips, visits, activities or courses that you choose to participate in outside of the tuition offered as part of your course.

The library holds a limited number of copies of core textbooks and where possible in e-format. You will be encouraged to purchase your own textbooks and will need to budget approximately £80-£100 per year, depending on your course.

How you'll learn

At Regent's you’ll have the freedom to explore your interests in a supportive and nurturing environment with interactive classes, regular one-to-one contact with tutors, specialist facilities, industry opportunities and tailored careers advice – ensuring you develop the skills, experience and confidence you need to succeed.

We centre our teaching around your individual goals, identifying support you need to thrive. You'll be part of a collaborative environment, that brings all the nuances of the international business world to life in the classroom: facilitating entrepreneurship and teamwork as you explore current issues and propose solutions to real problems.

You’ll pair deep industry knowledge with hands-on experiences, taking part in a blend of learning formats to give your studies context:

• Seminars and lectures
• Practical workshops and creative labs
• Industry masterclasses
• Business bootcamps and simulations 
• Group work and pitches
• Live briefs and consultancy work 
• Industry placements 

You’ll create strategies and business plans, analyse data, develop multimedia assets, work together on pitches and product launches – with access to specialist technological equipment: 

• Thomson Reuters Eikon Terminals 
• Bloomberg L.P Terminals 
• Datastream including Worldscope databases 
• A dedicated trading simulation room

Based in London, you'll also have opportunities to meet employers through guest lectures, live briefs, field trips and industry visits – giving you insights into the world of business and enabling you to put theory into practice.

Teaching staff 

You'll be taught by a variety of business leaders and research-active academics, who regularly have work published in journals and collaborate with institutions, such as BBC News. Their knowledge and experience ensure your classes are shaped by the latest trends.

You'll also attend regular guest lectures with leading brands (from Harrods to McLaren Automotive) – networking and developing partnerships with brands, PRs, CEOs and more. Regent's alumni also return to help mentor students and share their experiences.

You'll also be allocated a personal tutor, who'll meet you on a one-to-one basis at various stages throughout the year to provide you with guidance and advice to support your personal and professional development.

We're really proud of the global nature of our business courses, and our tutors also reflect this ethos – coming from a wide variety of countries and cultures across the world. In every way, you'll feel part of a global family.

Independent learning

Throughout the course, you'll be expected to undertake extra reading, research, revision and reflection, as well as preparing work for workshops, and working collaboratively with other students in preparation for assessment.

Method of assessment

Your skills and knowledge will be assessed via a wide range of task-based projects, reports, presentations, blogs, research plans and live and simulated briefs – as well as essays, fieldwork and data collection. It's important to us that your learning and assessment is:

• Inclusive – fostering a student-focused approach
• Engaging – encouraging interaction and participation
• Authentic – based on real business challenges

Disability support

We welcome and support students with a wide range of disabilities and health concerns, including learning difficulties, visual and hearing impairments, mental health difficulties, autism conditions, mobility difficulties and temporary or chronic health conditions. 

Our Student Support & Welfare team is here to support you. We ask that you speak with us as early as possible to enable us to support you. Find out more about  our disability support  and  contact us .

Academic requirements: Level 7

We're interested in your potential, as well as your prior achievements – and review each application comprehensively on its own merit.

One of the following qualifications:

• Minimum second class UK undergraduate degree
• Equivalent international qualifications, as deemed acceptable by Admissions & UK ENIC

We also welcome applications from students who don't meet our entry requirements. To be accepted for exceptional entry, you must:

• Have one year of work experience (if you hold a degree lower than a 2:2)
• Have three years of work experience (if you don't hold a degree)
• Provide a 500-700 word personal statement outlining your experience/ambitions
• Be prepared to attend an interview with the Postgraduate Admissions Panel

This will be assessed on a case-by-case basis by academic referral only.

English language requirements 

Minimum English proficiency requirement through one of the following qualifications (or equivalent):

Qualification	Subject	Grade
GSCE*	English	C (4)
IB SL or HL*	English A	4
IB HL*	English B	5
US HSD (studied in a majority English-speaking country)*	Grade 11 and above in English	C
IELTS*	Academic	Overall score of 6.5, with 5.5 or above in each component
UG degree	From English-speaking countries – defined by the UKVI	Second class

Please note, we do not accept home/online editions of English language tests.

*Qualification satisfies the English language requirements of the UKVI for non-UK/Irish nationals.

We also offer conditional students a free, online diagnostic test known as the Regent’s English Proficiency Test (REPT). This must be booked in advance.  Discover more .

You'll be taught to understand the culture and the practices of international luxury businesses – graduating with the confidence, skills and insight to pursue management roles in the luxury sector. Graduates have secured roles in PR, brand management, hospitality, marketing and advertising – and some have even started their own luxury businesses. Some of our alumni are currently working at:

• Anthony & Cie
• Estée Lauder
• Lifestyle Estates International Corporation
• Maybourne Hotel Group

You'll graduate with the transferable skills needed to choose any career that aligns with your interests.

Graduate visa

After you've completed your course, you may be eligible to apply for a  Graduate visa . This enables you to work, or look for work, in the UK for up to two years after you leave Regent's, without the pressure of having to secure a job immediately – applying your skills and advancing your career with valuable experiences and industry connections.

Careers support

Don't worry if you feel overwhelmed – our  Careers, Enterprise and Industry team  are here to provide personalised   advice and access to resources  for life !

• 24/7 access to online guidance and resources
• Exclusive internships, networking opportunities and industry events
• Personalised consultations – from interview and CV prep to business advice
• Access to  Handshake , connecting you with 650k+ global employers

You can choose to start in either January or September. A course starting in September will last 12 months, while a course starting in January will last 16 months.

View the 2024-25  academic calendar .

MA Luxury Brand Management

Terms 1 and 2 (core modules).

Module Title
	The aims of the module are to: • Enable students to understand the uses and limitations of the different elements of statutory reporting. • Apply this knowledge to company valuation, equity investment and lending decisions. • Enable students, in conjunction with other techniques, to achieve optimal financing.
	This module aims to offer a thorough grounding in the disciplines related to the legal aspects of luxury management and their interaction with the contextual forces affecting luxury companies. It will provide you with useful knowledge to develop management strategies that prevent legal problems.
	Creativity lies at the very heart of global luxury brands, as does innovation and craftsmanship. Understanding the challenges and specificities of creativity and design is therefore essential to operate successfully in the global luxury industry. Luxury Brands and Creativity involves finding the synergy between business goals and creativity. This module will also focus on the conditions necessary for innovation to emerge and how to manage the tension between goal-oriented business and open-ended creative processes.
	This module aims to develop your knowledge and skills in core marketing concepts and the environmental and organisational factors that shape marketing decisions. It examines the role of marketing decisions in a variety of settings with a particular focus on the luxury market. This module provides the knowledge and conceptual framework required to create a marketing plan for a luxury organisation. In this process, you will conduct extensive research, critically analyse, plan, implement, and control programs designed to create, build, and maintain mutually beneficial exchanges with target markets for the purpose of achieving organisational objectives.
	Managers in organisations often need to rely on research-based information to make decisions. In order to make proper use of such material and to ensure that any decisions made on the basis of research findings are soundly based, it is necessary to understand the strengths and weaknesses of the methods and techniques used to collect and analyse such information. There is a wide range of possible approaches to conducting research or consultancy studies which vary in terms of the kinds of questions they seek to answer. The methods used to provide answers are explored in this module.
	This module was shortlisted for the Pearson HE Innovate Award 2021. This module will support your exploration of the features of highly effective and innovative practices in managing a luxury business in detail and crucially discover how they can be effectively implemented. It will focus closely on the approach to talent management within the luxury market enabling you to engage with people-change issues and critically analyse the competencies required for the coming generation of luxury leaders.The module also aims to provide an insight into luxury management through a strategic approach, analysing the latest trends, looking at multicultural and holistic perspectives. These will be designed to create challenges to the established rules of generic business management and to assess how these rules are inherently different in the management of luxury.

Terms 1 and 2 (Elective modules)

In addition, you will choose two of the following elective modules.
	This module combines ideas and concepts from the fields of Entrepreneurship and Innovation to create a learning environment that allows you to deconstruct taken-for- granted tools, theories and practices by thinking-out of the box to create proactive solutions to contemporary business problems.This as an elective module that will enable you to use knowledge and skills acquired from other modules to identify and develop innovative entrepreneurial business solutions in luxury brands.
	This module provides a platform to identify, engage with and critically reflect upon a number of areas within the luxury sector. You will look at the significance of luxury within the cultural fabrication of the sensual and prestigious, as well as the importance of luxury as a value in society’s definition versus an individual’s process of identity construction. You will learn how to develop a conceptual framework for defining and questioning what luxury is, and its implications for brand management.
	This module provides an in-depth and balanced understanding of the economic, regulatory and legal aspects of investing in the art and collectibles’ markets. The persona of the artistic creator is examined in order to understand how their aesthetic ideology is diffused and maintained around the luxury brand. A key focus of the module is to use a curatorial approach to documenting and presenting a brand’s creative intellect and consciousness enacted throughout the company’s activities, both internal and external. You will build on the understanding of the designer’s creative process by investigating the similarities and differences between art and design to explain how luxury design is absorbed into the artistic and cultural canon.
	This module gives you a practical understanding of the key elements of digital marketing communications with a particular focus on mobile marketing, email marketing, display and native advertising and affiliate marketing. It also applies this within the luxury industry so that brand intelligence, strategic skill and business vision can be sustained through value creation online as well as offline. You will understand how and when each element can most effectively be used and for what kind of marketing objectives each is suited. This will be a practical, hands on module in which you will learn by doing, using each of the tools discussed themselves. The module covers the setting up of campaigns as well as how the results of each campaign element can be monitored and assessed using appropriate analytics tools.
	This module will provide students with an opportunity to understand, critically evaluate and apply conceptual frameworks and theory to global luxury services. It will enable students to appreciate the more refined areas of luxury service and develop an understanding of leadership and its relationship within the organisational culture of luxury services – using hospitality as a major service example. The module will compare the service experience in luxury retail sectors and will provide students with a deep knowledge about business development, frameworks, processes and constraints associated with luxury services.
	This module aims to develop your knowledge, understanding and specialist skills in relation to international fashion PR. This plays a pivotal role in the marketing of fashion, communicating brand personality, developing brand awareness, managing brand identity and controlling image and communication. You will learn how to create a PR strategy and how to plan a PR campaign for a new and existing international fashion brands. The fashion show is one of the most significant events in the Fashion PR Calendar, developing excitement amongst consumers, winning industry acceptance and driving sales. You will gain knowledge of the historical and contemporary developments of fashion shows and explore how the show is used to maximise brand awareness and loyalty pre, during and post-event – critically analysing the effectiveness of different models of fashion presentation.

Term 3 (Core modules)

You will complete one final project from the options below.
	In this module, you will undertake research to produce a dissertation on a topic related to luxury management. At the end of the module, you will submit a dissertation report. This is the final module in the programme and builds upon what is learnt in the previous modules to allow the opportunity to apply that knowledge through research into a luxury management topic of interest. The main aims of this module are to give you the opportunity to demonstrate your abilities to formulate a research question in your chosen area, to gather and select material to answer the question through critical analysis and evaluation of material, and to communicate the findings by presenting a coherent argument in an appropriate academic style.
	In this module you will undertake a business research project, potentially working in collaboration with a company in the luxury sector, on a ‘live’ business issue. You will produce a business research report that includes individual elements about your experiences, and also deliver a presentation to the supervisor, a moderator and a company representative if relevant. You may choose to work alone or in a team, however no more than two students may work together. This is the programme’s major module and it builds upon what is learnt in the programme overall. It is an opportunity to apply the programme knowledge in a real luxury management environment.
	In this module, you will prepare a plan for starting up a new venture related to the luxury brand management sector. You will produce a start-up project report, which consists of a feasibility research section, a start-up plan, and a reflective report that includes individual elements about your experiences. This is the programme’s major module and it builds upon what is learnt in the programme overall. It is an opportunity to apply the programme knowledge in a real luxury brand management environment.

• September 2024
• January 2025
• September 2025

Megan Felton quote

'I can't stress how much of a huge part Regent’s has played in my life. Without the support of my tutors and the careers team, I wouldn’t have been able to start my luxury brand in London. They really have been my #1 cheerleaders.' Megan Felton, MA Luxury Brand Management alumna

Maryam Alhubaishi quote

'I’ve gained a transferable set of skills that I can keep developing as market demands and technology evolves. I've also worked with a number of brands and gained a set of skills I can use across a range of luxury businesses.' Maryam Alhubaishi, MA Luxury Brand Management student

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MA Luxury Brand Management

Content navigation menu, why study ma luxury brand management at goldsmiths.

This Masters equips you with the management, entrepreneurial, marketing and professional skills to work in the luxury goods and experiential luxury industry.

• The luxury brands sector encompasses the fashion and retail industry, as well as sectors such as tourism, hospitality, food and beverage, film, digital media, dance, music and theatre. This MA debates the concept of luxury in a historical and cross-cultural context, and offers a strong academic underpinning on theories of luxury and consumption.
• You will explore the role of luxury in conserving traditional arts, especially with regard to Europe, Asia, Africa and the Americas.
• The programme combines formal teaching with dissertation research, underpinned with visits to key luxury brand enterprises in London and elsewhere, and draws on Goldsmiths’ alumni for inspirational talks.
• The Masters offers practice-based assignments and voluntary intern opportunities in various cultural organisations and luxury corporations that have established links with Goldsmiths.

Contact the department

If you have specific questions about the degree, contact the Programme Convenor, Dr Kelly Meng Parnwell .

1 year full-time or 2 years part-time

Home - full-time: £12520 Home - part-time: £6260 International - full-time: £22640

Institute for Creative and Cultural Entrepreneurship

What you'll study

You'll take the following compulsory modules:

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Module title	Credits
Luxury Brands: Retail, Digital and Marketing In the contemporary luxury market, companies have to be connected with customers in increasingly creative ways. Luxury has to distinguish itself through distinctive approaches to retail, information technology and marketing. Luxury provides the opportunity to stay close to one’s customers and to provide the things that they want. Luxury has traditionally been seen in a tangible way, especially with regard to fashion goods, but an emerging field on inquiry is the growth of experiential luxury and the expansion of luxury management skills into new areas such as tourism and hospitality, museums and art galleries, and theatres. The distinctive features of luxury brand management arose from a combination of theory and practice, and consideration is given to emerging future trends. You'll explore geographical and regional perspectives within their historical contexts with regard to the luxury sector or knowledge domain with reference to the development of luxury brands in Europe, and to the use of luxury items in Asian and African court-based societies. You'll examine, in particular, the rapid emergence of Japan as a major consumer and developer of luxury brands and how its own distinctive practices in retail, notably the close relationship between customer and retailer, became influential. -->	30 Credits
Luxury Brand Management -->	15 Credits
Intellectual Property, Trademarks and Brands You'll be introduced to contemporary theory and practice in policy-making and industry by bringing in occasional speakers from ICCE’s networks in the industry. IP refers to intangible assets created by the mind. IP is often afforded time-limited, legal monopoly protection. Intellectual property rights (IPRs) refer to the legal rights, including trademarks, copyright, design rights, patents and, in some cases, trade secrets, that grant the right to control the use of intellectual efforts. While the importance of IP legislation is recognised by the vast majority of countries, the level of enforcement of IP laws varies. Reference is made to the British legal context, but the emphasis is on international legislation as the student body is likely to be diverse in terms of nationality. There are many historical and contemporary examples of IP infringement, including both commercial and artistic, and sometimes IP infringement is encouraged by brands and artists. -->	15 credits
Dissertation The dissertation is intended to assess the full range of your abilities and to apply a range of learning outcomes that you develop throughout the degree. In particular, it enables assessment of your ability to design, develop and write an advanced research project using primary and/or secondary materials appropriate to the topic and according to the necessary conventions of scholarly work. It requires independent motivation and self-directed learning, under supervision, and enables you to demonstrate competence for critical analysis and sustained persuasive argument.   One of the main purposes of the dissertation is to enable you to deepen your knowledge and understanding of the content and capabilities of the overall programme. -->	60 Credits

You'll also take 60 credits of optional modules from across the Institute for Creative and Cultural Entrepreneurship and the Institute of Management Studies .

The list of modules will change on an annual basis, and recent examples have included:

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Module title	Credits
Consumer Behaviour It will give you an understanding of the fundamental decision making processes and the factors that influence these processes. It covers topics such as prospect theory and classical economics, brain structures and information processing, heuristics and rules of thumb, and framing and influencing techniques. It also discloses the various strategies used by marketers to differentiate their products, leverage brands, set strategic prices, reduce the effectiveness of consumer search, and it compares the effectiveness of each. The course covers topics such as the types and effectiveness of pricing strategies, individual differences in uptake of pricing strategies, value perceptions and subconscious influences (priming), and ethical and legal issues around influencing consumer choice. The lectures in this course will be supplemented by several assignments designed to develop and enhance practical skills, and further develop familiarity with consumer psychological methods and theories. -->	15 credits
Psychology of Marketing and Advertising Throughout the module you will develop a contemporary, cognitive toolkit for researching, analysing, and understanding buyer behaviour. You will contrast this current approach with traditional models of marketing and advertisement. Finally, you will learn to apply this knowledge for organisational strategy initiatives (e.g., launching a new marketing campaign). This module brings together a wide range of approaches to buyer behaviour, marketing and advertising, both on organisational and project-by-project levels. You will also be offered an opportunity to apply your learning to analysing case studies. -->	15 credits
Marketing Strategy -->	15 credits
Project Management -->	30 credits
Cultural and Creative Tourism With increasing competition between tourism destinations, the development of timely, attractive, and innovative tourism products has never been more necessary – whether using the historic environment in creative ways or exploiting contemporary cultural forms and/or tourism resources.  This module looks at the governance of cultural tourism at different levels (from UNESCO to local government and local partnerships), best practices in destination management, and the development of new tourism products. The geographic spread of cultural tourism and the greater diversity of products, necessitates the examination of issues related to contested meanings, authenticity, ethics, and sustainability which has become increasingly significant in the sector. -->	30 credits
Culture, Tourism and Regeneration You'll analyse the growth and increasing diversity of cultural tourism, the role it plays in urban centres and their regions and the ways in which cities, regions and rural areas, have reinvented and rebranded themselves as centres of leisure and recreation consumption using major cultural infrastructure investment, heritage commodification, events, and festivals. -->	30 credits
Cultural Relations and Diplomacy II: Explorations The module covers a range of trans-disciplinary contemporary issues that concern those researching and practicing in the areas of cultural relations and diplomacy. It will consider key questions faced by countries, regions, cities, organisations and individuals in creating and delivering policy and projects. The topics are broad and changeable responding to the current issues concerning policy makers, practitioners and the public engaged in the field – an indicative list of topics to be covered in the sessions is provided below. While providing space for student led education through individual and collaborative presentations, the module works around topical and geographical sessions, each representing a contemporary issue and/or area of current interest in cultural relations and cultural diplomacy. These include for example: culture and international development policies and practices; the role of the cultural and creative industries in cultural relations and diplomacy; migration and (transnational) cultural citizenship; language, communication and identity in international cultural relations; international cultural policies and cultural co-operation; sessions with a geographical focus e.g China’s cultural diplomacy, EU strategy for culture in external relations; project planning, monitoring and evaluation for cultural relations and diplomacy. -->	30 credits
Museums and Galleries as Creative Entrepreneurs – Communicating Culture Individual sessions will focus on the many definitions of culture from Raymond Williams to Brian Eno; the connections between culture and class using the work of Bourdieu and Tony Bennett, the issue of taste as Greenberg saw it and more recently as the type of lifestyle choices we make. The course will also use case studies of large scale public cultural projects like the Unilever series in Tate Modern’s turbine Hall and the Fourth Plinth project in Trafalgar Square. -->	30 credits
Interpretation, Education and Communication in the Art Museum Individual sessions will examine the way in which art museums define their relationship to content, meaning and context, how they communicate their message, their interest in creating a suitable brand and image, the role of library and archive, development, fundraising and conservation. There will be an emphasis on examining education and learning, the importance of access, diversity and the range of activities museums develop to attract new visitors and address the diversity and needs of an increasingly large visiting public. The module tutor will introduce theories which relate to the writing of interpretative text, and consider how the experience of looking at art might be different if text were not available. There will also be a discussion regarding the role of the aesthetic in art education and the range of expectations visitors have from a museum visit. -->	30 credits
Enterprising Leadership: An Introduction to Leadership, Enterprise, and Innovation Theory It offers an in-depth account of innovation and leadership knowledge and aims to provide you with a clear understanding of how we might most ‘productively’ act, think, and innovate, or indeed lead, within the ever increasing complexity of those business environments in which we exist. -->	30 credits
Retail Data and Technology Over the last two decades, digital technologies have resulted in a revolution in the retail sector. The web, then mobile and now immersive technologies have opened up new avenues for retail beyond bricks and mortar. Retailers have been making increasingly sophisticated use of data, and can mine it for increasingly complex insights into customer behaviour driving new business innovations.   This module will focus on two, intertwined, elements. The first is digital retail channels such as e-commerce, mobile apps and new developments such as VR and AR. The second is retail data and how it can be used to drive retail innovation and supply chains. These two are closely connected as digital retail channels are a major source of data and data analytics can be used to update and personalise digital channels in real-time.   This module will be taught from a global perspective that does not assume that all retail follows the western technology model, for example focusing on the mobile first and digital payment economies in Asia and Africa.   There is no need for prior experience of mathematical or computer science. -->	15 credits
From Idea to Realisation: Entrepreneurial Thinking -->	15 credits
Creative Social Media -->	30 credits

Note about optional modules: The above is indicative of the typical modules offered, but is not intended to be construed or relied on as a definitive list of what might be available in any given year. The module content and availability is subject to change.

Teaching style

Taught sessions and lectures provide overviews of themes, which students are encouraged to complement with independent research and group work for presentation and discussion with peers at seminars. 

Industry speakers are invited to share their expertise and insights, bridging academic concepts with real-world applications.

Assessments build on lectures and seminars, so students are expected to attend all taught sessions, which are designed to cultivate knowledge and deepen their understanding of their chosen subject.

What our students say

Alexandra Klegg

The MA contributed to the comprehensive acquisition of new knowledge and became a breakthrough in my career.

View profile

Tatjana Greciuk

The MA is different and revolutionary. I met extraordinary people, both course-mates and professors.

This MA will provide you with the skills required to pursue a career in the luxury brand field covering a wide range of creative industries.

The programme also has a strong critical and theoretical underpinning, enabling you to write a dissertation that could serve as a stepping stone to a higher level academic study and/or careers within research or academia.

This MA will develop your skills in:

• Brand management and marketing
• Entrepreneurial and intrapreneurial skills
• Critical thinking
• Presentation

Entry requirements

You should normally have (or expect to be awarded) the following qualifications:

• An undergraduate degree of at least upper second class standard or equivalent

Industry experience would also be an advantage.

Entrepreneurs or industry professionals may gain entry by prior accredited learning, subject to stringent evaluation criteria.

You might also be considered for some programmes if you aren’t a graduate or your degree is in an unrelated field, but have relevant experience and can show that you have the ability to work at postgraduate level.

International qualifications

We accept a wide range of international qualifications. Find out more about the  qualifications we accept from around the world .

If English isn’t your first language, you will need an IELTS score (or  equivalent English language qualification ) of  6.5 with a 6.5 in writing and no element lower than 6.0  to study this programme. If you need assistance with your English language, we offer a range of  courses that can help prepare you for postgraduate study .

Fees and funding

Annual tuition fees.

These are the PG fees for students starting their programme in the 2024/2025 academic year.

• Home - full-time: £12520
• Home - part-time: £6260
• International - full-time: £22640

If your fees are not listed here, please check our postgraduate fees guidance or contact the Fees Office , who can also advise you about how to pay your fees.

It’s not currently possible for international students to study part-time under a student visa. If you think you might be eligible to study part-time while being on another visa type, please contact our Admissions Team for more information.

If you are looking to pay your fees please see our guide to making a payment .

Funding opportunities

Explore the Goldsmiths scholarships finder  to find out what funding you may be eligible for.

If you are a UK student you may be eligible for a  postgraduate loan .

Meanwhile our Careers Service  can also offer advice on finding work during your studies.

Paying your fees

Find out about paying your tuition fees .

Additional costs

In addition to your tuition fees, you'll be responsible for any additional costs associated with your course, such as buying stationery and paying for photocopying. You can find out more about what you need to budget for on our study costs page .

There may also be specific additional costs associated with your programme. This can include things like paying for field trips or specialist materials for your assignments. Please check the programme specification for more information.

How to apply

You apply directly to Goldsmiths using our online application system.

To complete your application, you will need to have:

• Details of your  academic qualifications
• The email address of your referee  who we can request a reference from, or alternatively a copy of your  academic reference
• Copies of your  educational transcripts or certificates
• What is your educational/professional background and how does this relate to your decision to choose this particular MA?
• What are your expectations of this MA/what do you want to achieve through this programme?
• Why and how do you think this MA at Goldsmiths particularly aligns with your future goals and aspirations?

You'll be able to save your progress at any point and return to your application by logging in using your username/email and password.

Selection and interview process

There are no places offered on this programme by application alone. Selected applicants must attend an interview that will be arranged to suit your requirements, in person or virtually (eg Skype).

The interview will typically take about 20 minutes, and you will be asked a few questions from the programme convenor regarding your application. The interview also provides an opportunity to have a conversation about the programme, and for the two parties to get to know each other.

Further guidance

Read our guide to applying for a postgraduate degree at Goldsmiths .

Dr. Kelly Meng Parnwell

Lecturer in Luxury Brand Management

Kelly's current research focuses on international business development and strategic management in the luxury industry.

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MA Creative & Cultural Entrepreneurship

The MA Creative and Cultural Entrepreneurship should be attractive if you either wish to develop a business arising from an existing creative practice, or to understand how to create the infrastructure and environment for new creative businesses.

MA Events & Experience Management

Events managers of the future need to be versatile and confident, managing a wide array of events in innovative ways. This degree equips you to take your place in the events industry, leading the way in events and experience management for the fast-paced creative and cultural industries.

MA Arts Administration & Cultural Policy

This MA will enable you to develop an awareness of and a critical approach to the discipline of arts administration and cultural policy, by studying trending issues in cultural policy and art practice in Europe, Asia and wider international contexts.

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Fashion marketing & management personal statement example.

Fashion is creative, seductive, always changing and a form of art, to others it is a religion. To me I use fashion to express myself and also to show my personality but also look glamorous.

I mostly like the 1920s style because it's the time when women were more liberated to wear what they wanted, the freedom was expressed through simple but yet elegant designs that were beautifully co-ordinated that were accessorised with jewellery and represented the style and elegance of that time.

I am currently studying Fashion Marketing at the University of the Arts London. Studying in London is fantastic because of the different cultural mixture, and not to mention all the big art galleries that are in the heart of London. London is very fast paced which I like and the atmosphere is vibrant.

I wanted to study Fashion marketing because I wanted to learn know more about the business side of Fashion. I am influenced by designers like Alexander McQueen because of his edgy style and Ralph Lauren more so because I used to work for the company, but I like his style because of the sophistication of some of his designs and the preppy look, the polo shirts and oxford shirts with riding boots.

Since starting the course with a business mind set, I have discovered that I am particularly drawn to marketing. I know that to excel in this subject will really take me where I want to be. I would like to have my own agency in the future, and possibly would look in the long term to a career in buying, as I have enjoyed learning about fashion trend predictions, and the influence of street style on the catwalk.

I was fortunate enough to work for Polo Ralph Lauren for nearly 3 years. I learnt an amazing amount about high end fashion retail business. I worked in sales, cashing up, training new staff, and visual merchandising. I have also worked for Ozwald Boateng as a summer temp this year, where I have learned more about couture lines since they make bespoke couture suits which are tailored and fitted. It was there that I learned to alter garments which I am sure will prove very useful to me.

By working in retail I have gained confidence which is important in our every day life, organisational skills, I am also a good team player as you always have to work as a team in sales, I have also been a team leader and also I have had to manage people which takes courage and commitment, I pay attention to the smallest detail because everything I do has to be perfect because I thrive in my work.

I also have a passion for designing; I have done a few clothes designs of my own and intend to do more. I find designing a good skill to have because you get to be creative and use your imagination to create something so extraordinary. I would like the opportunity to work in a fashion house, working as an in house assistant designer but as a second career prospect.

I have also gained a BTEC level 2 Diploma in IT and a Diploma level 2 in Digital Applications which is very helpful because in the fashion industry you have to be computer literate, and is an excellent skill to have. In my spare time I like to read books that challenge me to the best of my ability, I like to cook and entertain my friends as it is really important for me have a social life as well. I have a good personality, I am an easy going person and I am also very approachable. I go to the gym twice a week so as to keep fit.

I am a very self motivated person, who thrives to be the best in every subject area. So far I have received top grades for all my work and some good positive feedback from my peers and tutors. I have done extensive research to obtain good grades and I have the motivation and the passion to progress to do an Undergraduate degree.

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This personal statement was written by fanmarques for application in 2009.

fanmarques's Comments

Can you please give me your thoughts on my personal statement, I do really need the advice.

Related Personal Statements

yer it has helped me

Thu, 23/04/2009 - 15:41

The only criticism I would

Tue, 10/11/2009 - 17:31

The only criticism I would make is that when you look down the left hand side, every paragraph begins with the word 'I', bar the first. Other than that I think it's pretty good.

learnt? I believe there are

Thu, 13/10/2011 - 19:39

learnt? I believe there are definitely some things that can be cleaned up with this statement but all in all, solid.

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CV for Luxury Brands example

Luxury brand employers are always on the lookout for exceptional candidates, so your job application needs to make a big impact.

This guide, which includes an example CV for luxury brands, will show exactly how to create a dazzling CV that will attract the best luxury employers on the market.

Guide contents

Luxury Brand CV example

• Structuring and formatting your CV
• Writing your CV profile
• Detailing work experience
• Your education
• Skills required for your Luxury Brand CV

CV templates 

This example CV demonstrates how to effectively structure and format your own Luxury Brand CV, so that it can be easily digested by busy employers, and quickly prove why you are the best candidate for the jobs you are applying to.

It also gives you a good idea of the type of skills, experience and qualifications that you need to be including and highlighting.

Luxury Brand CV structure and format

Recruiters are busy, and if they can’t find the information they’re looking for in a flash, it could be game over for your application.

You need to format and structure your CV in a way which allows the reader to pick out your key information with ease, even if they’re strapped for time.

It should be clear, easily legible, well-organised and scannable – check out some simple tips and tricks below:

Formatting Tips

• Length: Whether you’ve got one year or three decades of experience, your CV should never be more than two sides of A4. Recruiters are busy people who’re often juggling numerous roles and tasks, so they don’t have time to read lengthy applications. If you’re a recent graduate or don’t have much industry experience, one side of A4 is fine.
• Readability : Columns, lists, bullet points, bold text and subtle colour can all help to aid the readability of your CV. Your overarching goal should be to make the content as easy to read and navigate as possible, whilst also aiming to make your key skills and achievements stand out.
• Design: Your CV needs to look professional, sleek and easy to read. A subtle colour palette, clear font and simple design are generally best for this, as fancy designs are often harder to navigate.
• Avoid photos: Don’t add photos, images or profile pictures to your CV. Not only do they take up much-needed CV space, but they’re actually completely unnecessary and won’t boost your CV at all.

Build your CV now 

Structuring your CV

For easy reading, write your CV to the following CV structure:

• Contact details – Make it easy for recruiters to get in touch with you by listing your contact details at the top of your CV.
• Profile – A short and snappy summary of your experience and skills, showcasing what makes you a good fit for the position.
• Work experience / career history – Note down all your work history, with your current position first, then working backwards.
• Education – A short list of your academic background and professional/vocational qualifications.
• Interest and hobbies – This is an optional section, which you can use to highlight any relevant hobbies or interests.

Now I’ll guide you through exactly what you should include in each CV section.

CV Contact Details

Begin by sharing your contact details, so it’s easy for employers to give you a call. Keep to the basics, such as:

• Mobile number
• Email address – It should sound professional, with no slang or nicknames. Make a new one for your job applications if necessary.
• Location – Simply share your vague location, for example ‘Manchester’, rather than a full address.
• LinkedIn profile or portfolio URL – Remember to update them before you send your application.

Luxury Brand CV Profile

Grab the reader’s attention by kick-starting your CV with a powerful profile (or personal statement , if you’re a junior applicant).

This is a short introduction paragraph which summarises your skills, knowledge and experience.

It should paint you as the perfect match for the job description and entice recruiters to read through the rest of your CV.

Tips for creating an impactful CV profile:

• Keep it brief: The best CV profiles are short, sharp and highly relevant to the target role. For this reason, it’s best to write 3-4 lines of high-level information, as anything over might be missed.
• Tailor it: The biggest CV mistake? A generic, mass-produced document which is sent out to tens of employers. If you want to land an interview, you need to tailor your CV profile (and your application as a whole) to the specific roles you’re applying for. So, before you start writing, remember to read over those job descriptions and make a list of the skills, knowledge and experience the employers are looking for.
• Don’t add an objective: If you want to discuss your career objectives, save them for your cover letter , rather than wasting valuable CV profile space.
• Avoid cliches: Clichés like “ blue-sky thinker with a go-getter attitude” might sound impressive to you, but they don’t actually tell the recruiter much about you. Concentrate on highlighting hard facts and skills, as recruiters are more likely to take these on board.

What to include in your Luxury Brand CV profile?

• Summary of experience: Recruiters will want to know what type of companies you’ve worked for, industries you have knowledge of, and the type of work you’ve carried out in the past, so give them a summary of this in your profile.
• Relevant skills: Make your most relevant Luxury Brand key skills clear in your profile. These should be tailored to the specific role you’re applying for – so make sure to check the job description first, and aim to match their requirements as closely as you can.
• Essential qualifications: If the jobs you are applying to require candidates to have certain qualifications, then you must add them in your profile to ensure they are seen by hiring managers.

Quick tip: Even the best of writers can overlook typos and spelling mistakes. Use our quick-and-easy CV Builder to add pre-written content that has been created by recruitment experts, and proofread by our team.

Core skills section

In addition to your CV profile, your core skills section provides an easily digestible snapshot of your skills – perfect for grabbing the attention of busy hiring managers.

As Luxury Brand jobs might receive a huge pile of applications, this is a great way to stand out and show off your suitability for the role.

It should be made up of 2-3 columns of bullet points and be made up of skills that are highly relevant to the jobs you are targeting.

Work experience/Career history

Now it’s time to get stuck into your work experience, which should make up the bulk of your CV.

Begin with your current (or most recent) job, and work your way backwards.

If you’ve got too much experience to fit onto two pages, prioritise space for your most recent and relevant roles.

Structuring your roles

Lengthy, unbroken chunks of text is a recruiters worst nightmare, but your work experience section can easily end up looking like that if you are not careful.

To avoid this, use my tried-and-tested 3-step structure, as illustrated below:

Start with a 1-2 sentence summary of your role as a whole, detailing what the goal of your position was, who you reported to or managed, and the type of organisation you worked for.

Key responsibilities

Next up, you should write a short list of your day-to-day duties within the job.

Recruiters are most interested in your sector-specific skills and knowledge, so highlight these wherever possible.

Key achievements

Finish off by showcasing 1-3 key achievements made within the role.

This could be anything that had a positive effect on your company, clients or customers, such as saving time or money, receiving exemplary feedback or receiving an award.

Next up, you should list your education and qualifications.

This can include your formal qualifications (a degree, A-Levels and GCSEs), as well as sector-specific Luxury Brand qualifications and/or training.

While school leavers and recent grads should include a lot of detail here to make up for the lack of work experience, experienced candidates may benefit from a shorter education section, as your work experience section will be more important to recruiters.

Interests and hobbies

Although this is an optional section, it can be useful if your hobbies and interests will add further depth to your CV.

Interests which are related to the sector you are applying to, or which show transferable skills like leadership or teamwork, can worth listing.

On the other hand, generic hobbies like “going out with friends” won’t add any value to your application, so are best left off your CV.

Essential skills for your Luxury Brand CV

Tailoring your CV to the roles you are applying for is key to success, so make sure to read through the job descriptions and tailor your skills accordingly.

However, commonly desired  Luxury Brand  skills include:

• Interpersonal – Luxury brands need to see evidence that your interpersonal skills are always exceptional, and that you can relate well to customers and colleagues with professionalism and discretion.
• Product knowledge – Your CV should show that you fully understand the particular products and can sell these passionately and professionally.
• Presentation skills – On your CV you should convey that you are committed to presenting yourself and the products within the expectations of the brand, consistently and unrelentingly.
• Maths skills – Demonstrate that you can discretely and competently undertake calculations.
• POS skills – Highlight your technical and efficient POS skills and how you can use these to enhance the customer experience and brand reputation.

Writing your Luxury Brand CV

Creating a strong Luxury Brand CV requires a blend of punchy content, considered structure and format, and heavy tailoring.

By creating a punchy profile and core skills list, you’ll be able to hook recruiter’s attention and ensure your CV gets read.

Remember that research and relevance is the key to a good CV, so research your target roles before you start writing and pack your CV with relevant skills.

Best of luck with your next application!

Everything You Need to Know About Luxury Brand Management

Luxury is the most talked-about word in ‘Gen Z’ culture and also is termed as the classiest thing to be linked with. The luxury word will always be revolving around the concept of uniqueness and rarity- that not everyone can get their hands on or come across the special products that the high brand is selling.  With luxury comes an added advantage of exclusive elegance, style, premium quality, and of course brand value. And because of the popularity of Luxury brands- a lot of students are eager to join the field of the Luxury market which is illustriously known as Luxury Brand Management.

Luxury Brand Management as a specialisation career has seen a substantial increase owing to the invasion of high-end brands in the Indian market over the past few years. According to many surveys, the Indian luxury market is expected to double at a rapid speed in the next couple of years. Thus, leading to job opportunities for people who are worldly-wise in the meticulously working Luxury Industry

What Luxury Brand Management is?

The first thing that comes to mind is fashion but it’s not confined to that. The luxury market covers jewelry, beauty, and hospitality too and the course covers creating distinctive and extraordinary experiences while delivering impressive personal service among targeted consumers and luring potential customers with the appropriate strategic moves.

Academic Credentials

The academic qualifications required to pursue a career in the Luxury world are:

• A Bachelor’s degree in Brand Management or any course related to the same,
• Master’s degree in the specified luxury stream,
• A diploma in the specified field that you would like to continue.
• If you want to pursue this course abroad, then an IELTS score would be required.

Skills Required

However, in addition to these listed academic credentials, you should possess these skills to continue in the ever-changing and challenging luxury industry, such as:

1. Devotion

If you are not devoted to something, it is quite difficult to put the best foot forward. So, make sure that you are dedicated to the luxury industry and the specialisation that you want to consider. This will make you shine and succeed in this field.

2. Quest to Learn More

The luxury industry completely gambles on the most recent trends, so it’s vital that you are eager to explore and learn more about the competitors and what will suit your brand too.

3. Meticulousness

It’s called luxury for a reason and that’s why in this field you have to pay extra attention to detailing and be meticulous enough to detail everything out.

4. Quick-Witted

If you know how to work on problems smartly, and deal with business issues clearly, especially when under pressure, it will help you excel in this career by a quantum leap.

5. Communication Credentials

Excellent conversing skills are a must mostly for all industries, and that includes luxury. So, spadework on your interaction skills and hold up your special abilities. This can build on your relations within your organization and promote effective culture.

The Career Options After Luxury Brand Management?

Evolving at a rapid pace, Luxury management has been termed one of the most preferred courses taken by students over the past few years. Termed as one of the vibrant industries of the world and commencing a career in this field would surely be more entrancing. The unparalleled thing about pursuing a degree and commencing a career in luxury brand management is that you can aim for peculiar kinds of opportunities based on your aptitude and skillfulness. Below is the list of careers you can track down from:

1. Luxury Brand Manager

The clear-as-a-bell job option after completing a degree in the luxury brand is to be a luxury brand manager. If you want to work as a brand manager, you will be accountable for down-the-line marketing and branding strategy to benefit the brand in targeting the relevant clientage. Also, the work would include presenting an image for the brand that exudes opulence and connects with the right audience. This is an interesting career that involves a lot of traveling through organising promotional campaigns, doing thorough market research, and also collaborating with the new-age PR.  So, if you are in for a challenging yet appealing role of marketing budgets, collaborating, and supervising then the Luxury brand manager is your calling.

2. Fashion Retail Buyer

Being a fashion buyer is one of the most sought-after careers after obtaining a degree in Luxury Brand management.  This glamorous job requires travelling the world to look out for the latest pieces on the fashion week runways and possess a combination of various skills to stand out from. They are exclusively responsible for choosing and ordering the clothes that are sold in stores to ensure supreme financial gains. In this weighty role, one should always be on their feet to spot the trending things going on in the market and possess a sharp business angle with great communication skills. This career is for those who can analyze the brand and predict future consumer demands and keep the finest relationships with their suppliers. The aspirants can opt for this career if they are inclined towards the back-end work behind a luxury brand.

3. Fashion PR Specialist

A Public Relations specialist is a career one should take if you like networking, communicating, and convincing people about your brand. This role is working right from placing the brand to how the brand wants to convey its story while placing it in the luxury market. To make sure that a brand’s image is put on the right track and conveys the brand’s message, a Fashion PR Specialist needs to maintain cordial relationships with the media. The key responsibilities would revolve around commanding lead with journalists, magazine editors, and writers as well and also wisely putting up with any potential negative media portrayals of the brand.

Do you want to know what a career in public relations looks like? Try the ‘Virtual Internship Program ’ at Mindler. 

4. Product Marketing Manager

The role of a product marketing manager is to take responsibility for positioning, key messaging, and branding of the product. They need to plan and execute the product in a way that hits the audience in the right manner. To start a career as a Product Marketing Manager, you should have some expertise to uplift the brand by closely examining the overall development and production procedure. If you are looking to pursue this field after obtaining a degree in Luxury brand management, just master the skills of market research and analyze the customer needs to excel in this incredible job.

Conclusion:

Luxury brand management has an immense scope as a career with the demand for luxury brands going up. If you are enamored by the word Luxury and what is yet to be invaded in the field of this, are a people’s person , or simply want to explore the world of opulence then these are the right career opportunities for you. The exciting news is that not only India but the opportunities at the global level are also at a peak in the Luxury domain. So, gear up and be ready to turn your interests into a living. If you are still baffled by what career to choose, then you can reach out to our experts through career counselling online .

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A Complete Guide To Luxury Brand Management

• 6th Jul 2021

We all know that luxury brands stand out in the market.

Innovation, Quality and Excellence - they deliver on all three fronts, and ergo, have massive customer following.

However, what most of us don’t know is that that’s not all.

Brands could have chunky dollops of all of those three, and still not make it. Or make it, but only halfway. Become known for a little bit, and then be forgotten.

Many luxury brands had the skill, were awesome and yet they have been unable to maintain their luxury brand quotient. Why is that so?

One key phrase: Luxury Brand Management.

The thing that is equally or sometimes even more important than even the brand itself is its correct presentation and positioning in the market.

Managing a luxury brand is an art in itself. Since luxury consumers have ever changing and specific demands, using the same marketing tactics as mass-market products for luxury products cannot prove to be fruitful.

The best luxury brands know this, and this is where luxury brand management comes in.

The ultimate guide to Luxury Brand Management has been put together together to help you understand all the micro details with regards to luxury education. All your questions with regards to luxury brand managment including the following have been covered in this article:

What is luxury brand management?

Luxury brand management (LBM) is a holistic approach towards understanding market dynamics. Using market research to record trends in customer behaviour, and using this information to strategically place, price and promote products in such a way so as to maintain and expand the customer base. Further, taking steps to bring in continuous improvement to the brand and not just meeting, but exceeding customers’ expectations; these are some of the salient features of the process. Therefore, it comes as no surprise that luxury brand management courses are one of the most renowned, respected and sought-after courses in the world.

What does a luxury brand manager do?

A luxury brand manager is in charge of performing market research for luxury items, supervising and organising marketing campaigns, product and distribution planning, budgeting and resource management for the brand, cooperating with luxury designers, and supervising marketing tasks.

What does MBA in luxury brand management comprise of?

The MBA in Luxury Management programme educates students about the fundamental ideas of luxury and exposes them to the contemporary market via industry interaction sessions. It is a one-of-a-kind academic programme that teaches entrepreneurial, management, and marketing skills necessary for success in the luxury business. What are the jobs after luxury brand management? OR What are the career Prospects in Luxury Brand Management?

Now, LBM might be one degree, but its applications are manifold. Owing to the diverse range of skills that it comes with, there are several different job positions that become available once you have this degree. Among othere these include the following:

Luxury Brand Manager 

On a macro level, a brand manager’s role is to formulate an effective marketing/brand strategy for the firm and a brand image that customers can identify with and will be attracted to. On a micro level, he/she has to conduct market research for products/customers, plan advertising campaigns, supervise marketing and production, propose/analyse budgets, etc.

Luxury goods product manager

As the name suggests, this role has got everything to do with the product. Deciding on what kind of products to create based on market research, the product manager basically has to oversee the entire production process- right from assembling to manufacturing to packaging. He/she also has to coordinate with the marketing, sales, quality assurance and product development teams while managing the production process on the factory floors.

Luxury retail buyer

Merchandising manager

Visual Merchandiser

PR specialist

A very popular name in just about every luxury business sector, the PR specialist’s job is to interact with the media and present the business to the public in the best possible light. This particular job requires a lot of tact and diplomacy, as he/she might have to handle any negative media portrayals of the brand. Apart from this, there will also be opportunities to interact with fashion magazines, editors, writers and some of the biggest names in the industry.

Product Marketing Manager

Fashion PR Specialist

Fashion Retail Buyer

Also, the most popular courses are a combination of fashion and LBM, leading us to the next job position- a Fashion Retail Buyer.

A very important role, the fashion retail buyer is responsible for deciding what kind of merchandise the brand should sell and set the right inventory level. Further, he/she also has to keep the brand updated with the latest trends, analyse/predict customer buying patterns and future sales trends, interact/maintain good relations with suppliers, etc.

What is the future of luxury brand management? Are fashion and luxury brand management connected? Is luxury brand management a good career option?

What do you study in luxury brand management and what does an LBM course teach you?

The luxury industry is a complex and intricate world. Making it in this market requires more than just a basic understanding of business tactics. An LBM course is a comprehensive guide to decoding the workings of the luxury market. Business technicalities, creativity, out-of-the box thinking, understanding the crucial concept of product pricing, retail management & strategy are some of the fundamental topics that this course covers. Apart from this, LBM also imparts valuable teachings in terms of communication skills, learning to effectively reach out to customers and truly delving into the history of luxury.

The best LBM courses

Obtaining a degree in luxury brand management from a prestigious university can prove to be a very valuable asset to an individual’s portfolio.Some of the best luxury courses offered are in cities like Paris and Milan, which are luxury hubs and are home to the head offices of many fashion giants. New York and London also offer well renowned courses, being the most happening and vibrant cities in the world. Studying in cities that are in proximity to luxury brands can be extremely advantageous, as it might provide great exposure and marvellous opportunities to learn and gain hands-on experience. 

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• Fashion Marketing Personal Statement Examples

As you embark on your journey to pursue a career in the dynamic world of fashion marketing , your personal statement will play a crucial role in helping you get into a university in the UK . Find below successful fashion marketing personal statement examples . 

Fashion Marketing Personal Statement Example

My passion for fashion marketing was ignited by the vibrant and dynamic world depicted in the popular Netflix series, “Emily in Paris.” From a young age, I was fascinated by the endless possibilities of self-expression through fashion, and the role it played in shaping our perceptions of the world. This fascination led me to pursue a deeper understanding of the industry, and I was soon travelling to some of the world’s most iconic fashion capitals such as Milan, Paris, and London, to experience the latest trends and styles firsthand.

My passion was further fueled by a life-changing internship at the prestigious Pearl Lemon PR in New York, where I had the opportunity to work alongside seasoned professionals and gain hands-on experience in the field. During my time there, I was able to develop my skills in various aspects of fashion marketing, from managing social media campaigns to conducting market research and analysis. I was also able to develop important relationships within the industry, and I believe that this experience will be invaluable as I move forward in my career.

In addition to my passion and experience, I am confident that my academic background will enable me to succeed in fashion marketing. My AAA levels in English, Maths, and Sociology have prepared me with a strong foundation in communication, critical thinking, and data analysis. English has allowed me to effectively express my thoughts and ideas, while Maths has given me a solid understanding of numbers and statistics, which are essential in determining market trends. Sociology has provided me with a broad understanding of human behaviour, which is crucial in understanding consumer preferences and behaviour.

I am eager to bring my passion, experience, and skills to a UK university and further my education in fashion marketing. I am confident that my unique blend of experience, education, and passion makes me an ideal candidate for a university program in this field. I am eager to contribute to the success of a university, and I am excited about the opportunities that a UK education will provide me to grow both professionally and personally. I am committed to working hard and embracing new challenges, and I believe that a degree in fashion marketing from a UK university will be the perfect platform for me to launch my career in this exciting and dynamic industry.

Fashion Marketing Personal Statements

I have always been driven by a passion for creativity and a love for the finer details. I am eager to study Fashion Marketing as I believe this will provide me with the ideal platform to showcase my flair for fashion, as well as allow me to demonstrate my strong literary skills. The course promises to offer me a unique opportunity to learn new techniques, develop new skills, and challenge myself in ways that I have never experienced before.

I have always had a deep-rooted passion for writing and I am proud to say that several of my poems were published in the “Peotry writers” anthology before I had even entered secondary school. Writing and fashion have always been my preferred forms of self-expression and I am eager to find a way to bring these two worlds together. I envision a future where I can use my writing skills to bring new ideas to life within the fashion industry and create a fresh approach to journalism and literature.

My experiences studying Sociology, Media, and English Language at A Level, have provided me with specific skills that have helped me to grow and develop creatively. The English Language was my favourite subject, and I relished the opportunity to focus on topics that were important to me, as well as learn a wide variety of linguistic and language techniques. Media Studies was also an exciting subject for me as it allowed me to develop and edit a mock-up independent magazine, focusing on a genre of my choice. I chose to study the music industry, and I was able to learn about various forms of media promotion, advertising, and film. I was able to work as part of a creative team and participate in group activities, and I have developed the ability to work independently and collaboratively.

I love the freedom that comes with the humanities and the arts, and I appreciate the ability to express myself creatively without feeling tied down to any specific “idea”. The freedom to explore my vision and perspective is what sets these subjects apart from the more factual and scientific-based subjects.

I am currently documenting my photographs and personal reflections on my Tiktok blog, and I enjoy experimenting with different visuals and imagery. Over the years, I have become interested in a wide range of creative ideas, and I am particularly inspired by photographers such as Anna-Lou Leibovitz and Amber Asaly, whose works have been featured in my favourite magazines such as Galore and Vogue.

I have already taken a course in Fashion Marketing and Promotion at the University of Liverpool, but I was disappointed to find that the course placed a heavy emphasis on the practical side of fashion, with little focus on the academic marketing and business aspects that initially attracted me to the course.

The opportunity to study Fashion Marketing and Management is incredibly appealing to me as I have a deep-seated passion for writing, as well as a strong interest in the business aspect of the fashion industry. I believe that my passion for fashion and my focus on academics will make me an excellent candidate for the course. I am confident that I will bring something new and diverse to the subject and the industry, and I am eager to embark on this exciting journey.

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Luxury Brand Management Personal Statement Writing Services

14 Jun Luxury Brand Management Personal Statement Writing Services

The sphere of management is colossal, considering its branches that encompass a spectrum of scope. In this huge arena, Luxury Brand Management has turned out to be the most picked field for career enthusiasts. Students who keep an interest in brands and luxury goods mostly go for this field. Besides helping students to carve a successful career path, a higher degree in this field adds meaning to the profile. In order to build a concrete career, students generally apply to foreign universities. This is where SOP or Personal Statement writing steps in! The majority of the students go for professional assistance to draft their Luxury Brand Management Personal Statement . But if you want to write it on your own, here are some basic tips for you:

Exemplify your inclination for the course

The university expects you to provide a solid reason for pursuing the particular course. Therefore, you need to put your points in a way that underlines your passion for the course. In order to put forth your reasons, you need to make a genuine connection in your personal statement. The personal statement should reflect your purpose, personality, and motivation, and thus, establishing your true self is always logical. If you want your Personal Statement for Luxury Brand Management to be perfect, do emphasize the moment of your life when your passion for the course budded.

Mention your professional accomplishments

In the entire copy, students are supposed to lay emphasis on their motivation for pursuing the course. To solidify your fascination, you have to ink down your professional accomplishments. Be it any industrial visit, internship, or full-fledged job, professional experiences are the major highlight of any personal statement. In case you need an ideal write-up for brand and luxury management, moving to professional help would be a good option. Professional help for getting SOP for Luxury Brand Management would definitely save you from all the possible risks.

Write a solid reason for choosing the particular country

The committee always searches for the answer for why have chosen that particular country. In order to state the reasons, you must focus on not choosing your native land. Do not remember to write your contribution to the campus and your aim to acquire from the surrounding. Also, try to shed some light on the educational offerings of the country and their footing on the global stage.

State your future goals

This will go in the last part of the SOP where you need to be specific with your career plans. In case you wish to draft sop for Luxury Brand Management, you must seek professional assistance to dodge any risk. And for that, make sure to search for the best SOP Writers for Luxury Brand Management . Talking about your future goals, you must describe the aspirations that you want to accomplish in the future. The admission committee will see your enthusiasm about your future goals and thus, always demonstrate your determination towards your future.

Make sure to proofread your content

When you complete the writing process, jump into the rigorous session of proofreading. The one thing you don’t want to see in your SOP is errors. And, to avoid that, give a thorough read to your own write-up. Proofreading sessions can eliminate the risk of any spelling or grammatical mistakes. It is advisable to have your copy proofread by others who have a hold over the language. Feedbacks can be useful as it will refine your copy in the finest way possible.

So, these were some pointers for drafting a neat copy for Luxury Brand Management. If you want to confirm your chances for admission, make sure to visit one of the best SOP Writing Services in India .

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Sample Statement of Purpose (SOP): Brand Management

This sample SOP is for applying to a master’s program in Brand Management / Branding.

If you need help writing your SOP, check out our  SOP Writing Service

Statement of Purpose – Brand Management / Branding

My interest in branding derives from a number of factors, including my university studies, my work experience, and my time working and traveling in the USA. I have seen firsthand how important brands are to modern companies in distinguishing themselves from competitors. I believe brands to be more than simply strategies for companies to sell their products and services; rather, to me, a brand represents my belief that everything that is good deserves to have a name and to be recognized. A good brand is essentially an assurance of quality that can be strengthened over the years. A brand is, in essence, a language that can cross borders and cultures, and brands are thus crucial in the age of globalization.

It is due to my understanding of the value of branding that I am inspired to apply to your MSc Brand Management program. Having already acquired work experience in marketing and brand development, I believe that further advanced training in an international setting will enable me to make truly unique contributions to this field in my native country in the future. After finding your program online, I carefully read the course details and quickly fell in love with it. The school’s ranking among the best business schools immediately attracted me, and the instruction in cutting edge approaches to branding will assist me a great deal when building and promoting brands in the future. In addition, the program’s focus on consumer behavior is especially attractive to me, and I am eager to engage in in-depth studies of brand management and marketing strategy planning. As a native of eastern Europe who has lived in the USA, I am fluent in Russian, Ukranian, Polish, and English, with conversational French skills. I am therefore very excited at the prospect of studying abroad and adapting to a new culture, as this will help me tremendously in my future work.

My academic and work experience prepare me well for the challenge of joining your program. Due to my excellent academic record in high school, I was admitted to the top-ranked university in my country. Currently, I am in my final year of the Bachelor’s degree program, with a specialization in International Economic Relations. This program has been wonderfully instructive. I have developed a broad understanding of the complex financial and economic issues that are relevant in today’s global environment. In my interactions with the students and experienced professors, I have learned about policymaking and market dynamics while greatly improving my range of analytical and communication skills.

While in the university, I held a number of professional positions which provided me a much more practical perspective, as I had the chance to apply what I was learning in classes. My experience as an Assistant Manager at a retail company in Los Angeles was particularly eye-opening for me. In this leadership position, I needed to monitor the employees’ compliance with the company’s marketing strategy, oversee the implementation of sales goals, and report to the manager regarding these developments. In this fast-paced work environment, I felt invigorated and constantly inspired. I greatly enjoyed working in the USA, and at the age of 18, this made me a much more independent person and helped me understand my own skills and strengths better. Perhaps most importantly, it was this experience which instilled in me a passion for marketing and branding.

Since November of last year, I have been working as a Marketing Manager at Goodwell Law Firm in my home country. This work has solidified my interest in marketing, as I have natural talents in this area, and I find this work to be very interesting and stimulating. I work in the development and execution of marketing strategies, which involves thoroughly analyzing the local market and our competitors. Moreover, through the process of arranging and managing various events, I have developed good project management skills. I have received positive feedback from my superiors, which I attribute to my diligence and dedication to my work. I will devote all of my effort to the project to which I am assigned, and I will work long hours – often working late into the night – in order to complete the project in a timely manner.

The more I think about my career goals, the more obvious it is that I should specialize in branding. I genuinely enjoy this work due to the inherent creativity and personal interaction that it involves, and I believe that I could make great strides in a career in this area. I have always been good at making decisions, which is due to a mixture of confidence, expertise and intuition that characterizes my personality. People often ask me for advice, including elders and people who are more experienced than I am, and I treasure the chance to come up with creative solutions to help them out. In addition, I have a very analytical mind, which is why I have always enjoyed studying math, and I pride myself for being very flexible and sensitive to other cultures. These qualities make me especially well suited for the field of marketing and branding, especially in today’s globalized business world.

Regarding my career goals, I am very ambitious; I believe that in today’s competitive business environment, it is crucial to set very high goals for oneself. After completing my master’s degree, it is my dream to return to my native country and devote my talents to the creation of domestic brands that can be promoted throughout the world. It is my aspiration to lead domestic businesses to worldwide recognition. In the modern world, however, such recognition is based not solely on quality, but increasingly on the brand image associated with the company and its products. Therefore, it is my goal to become a brand manager so as to creatively solve the problems confronted by businesses as they expand to international markets and compete with other, more established brands.

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STRATEGY & MANAGEMENT

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How Luxury Brands can benefit from Personality-based Branding

By Klaus Heine and Haibo Xue

Luxury brand management is identity–driven. Drawing on the concept of anthropomorphisation, Klaus Heine and Haibo Xue outline how to complement identity –driven with personality–driven branding; to create brand meaning in times of symbolic consumption, and how to start bringing your brand personality alive by answering five questions about the Big Five of Luxury Brand Personality.

Across virtually all societies, humans feel a need to anthropomorphise inanimate objects (Freling and Forbes, 2005). When asked to imagine a brand as a person, people show no difficulty in assigning human characteristics to brands as if they would describe other people. Brand managers often try to humanise their brands with anthropomorphisation techniques using brand characters, mascots, and spokespeople. Benefits include improved brand liking and closer brand–consumer relationships, which can even reach the level of brand love and ‘irrational’ loyalty (MacInnis and Folkes, 2017).

Paradoxically, anecdotal evidence suggests that many brand managers do not believe their brand to be people themselves, even though they may aim at creating anthropomorphised brands in the minds of consumers. For many brands, ‘brand personality’ still does not consist of more than a few traits that are used for brand personification (Freling and Forbes, 2005). Drawing on the concept of anthropomorphisation, the personality–driven approach to branding complements identity–driven brand management and takes it a step further.

What is Personality–driven Branding?

Personality–driven branding can be characterised by the following four main features:

1. The brand is seen as a person by everyone inside the company: The central idea of personality–driven branding is to enliven a brand internally in the minds of brand managers and company employees (MacInnis and Folkes, 2017). If managers aim to humanise their brand in the minds of their customers, first, they should start treating their brand as a person themselves.

2. The brand personality has her own free will, in line with the brand vision: One of the essential characteristics of humans is their free will. Therefore, to anthropomorphise brands, they must be seen as intentional agents – and their primary intention should be to pursue the brand’s vision. When the brand becomes a strong character, it can spark both the employee’s enthusiasm and the customer’s passion for the brand.

3. Thinking of the brand’s personality should evoke mental pictures comparable to consumers’ hold about real people: Instead of just with a few terms, the brand personality should be described sufficiently detailed to evoke a metaphoric mental picture about what kind of person the brand aims to represent: How does the brand personality look like? What are her/his personality traits? What is her/his lifestyle? By bringing a unique brand personality alive, marketers are creating a whole universe of symbolic meaning as a basis for brand differentiation.

4. The brand personality becomes the focal point of brand management: While brand personality is often considered as an independent concept that affects brands only in some peripheral and marginal way, personality–driven branding turns it into the main source of inspiration for brand–building and the focal point for brand management; guiding all branding and business decisions. Having in mind a clear mental picture of their brand personality, marketers could ask: How would the brand personality design a new product? How would s/he design a website or flyer? Karl Lagerfeld, for instance, does not imitate Coco Chanel’s style, but tries to understand her personality, take on the perspective of her ghost–soul and interprets her style and yet adapts it to modern times. The Chanel jewellery flagship store at Place Vendôme in Paris, for instance, was designed around the question: “In what sort of interior would Mlle. Chanel live today?” Designers used portraits of the founder, recreated her living room and some personal objects and as a result, the aura of Coco Chanel is clearly evident throughout the store (Dion and Arnould, 2011). When people inside the company align their actions by interacting with the brand personality, they are making the organisation seem acting as one person, which improves brand consistency. This can help reduce misunderstandings within the marketing team and especially in cooperation with external agencies.

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How to bring a Brand Personality alive?

To bring a brand personality alive, it must first be described in detail, for instance, on the basis of the major brand personality dimensions. Based on a number of studies, five distinct personality dimensions of luxury brands were identified including tradition, modesty, elitism, eccentricity, and sensuality (Heine et al., 2018).

T hey capture the most important differences of possible brand personality characteristics in the luxury segment. Each of them reflects one of the key issues of the luxury segment: Tradition & culture, wealth & possessions, status & the role of other people, society & reference groups, and ambition & hedonism. Given that, many managers are inclined to find a lot of brand personality traits attractive, they can feel challenged to decide between them and are tempted to equip their brands with too many traits. As the dimensions of high–end brand personality are bipolar, brand managers are inevitably forced to decide between opposing traits to characterise their brand, which leads to more distinctive and consistent brand personalities. These Big Five dimensions can be thought of as five key questions about how brand managers want their brand to be. Each decision has a strong impact on the brand’s character and appearance. Answering the following five questions may help you develop a clear mental picture of your brand personality:

Question 1 – Tradition: Does your brand prefer preserving old–established traditions, heritage and culture, or is s/he rather open to progressive changes, reinventing society?

This dimension reflects a brand personality’s perspective on changes of tradition and culture in society. While a traditional personality looks much into the past as a source for inspiration, a modernist may rather refer to the present or future. While tradition is typical for many luxury brands such as Hackett and Rolls-Royce, it is still not an essential characteristic, which is proven by the success of modern brands such as Tom Ford or Richard Mille. However, while a traditional worldview contrasts with liberal ideas on society, it was found that it can still be combined with being open to new ideas, innovation and creativity. To account for that, Glisky et al. (1991) identified two independent dimensions of openness. The brand personality dimension ‘Tradition’ is closely related to one of them: ‘socio-political liberalism,’ the idea that society should be liberal, open, tolerant, experimental, progressive and individualistic.

Question 2 – Modesty: Does your brand represent a personality who desires being wealthy and owning or collecting beautiful and valuable objects? Or does s/he prefer a rather modest lifestyle?

Unsurprisingly, the desire for the accumulation and display of wealth is a major issue in the luxury segment. The demanding pole is related to traits such as aspiring, discerning and extravagant and corresponds to the human personality trait of materialism — the desire to accumulate possessions. Possessions can be accumulated to show one’s wealth through conspicuous leisure or consumption (Veblen, 1899) or to leave something behind (for instance, one merely looks after a Patek Philippe for the next generation). Symbols of conspicuousness include ostentatious logos and valuable materials such as gold and diamonds. Louis Vuitton appears to be the embodiment of a demanding brand. Whether in an ostentatious or more subtle manner, conspicuous brands typically represent the lavish and glamorous lifestyle of the ‘rich and famous’ depicted in the popular media. This is reflected by the motto of Mae West: “Too much of a good thing can be wonderful.”

The modest pole is related to being humble, moderate, frugal, down-to-earth and grounded and also idealistic, spiritual, intellectual, and philosophical. This is consistent with a rather simple or even ascetic way of life and with conscious instead of conspicuousness consumption. With a post–materialistic mindset, people may feel a desire for personal growth and self-transcendence and passion for some higher purpose in life. Typical examples for understated luxury include Bottega, Veneta, Loro Piana, Aman Resorts, and other forms of invisible luxury ranging from members–only institutions to the subtle aesthetics of Japanese Zen culture. 

Question 3 – Elitism: Is your brand generally approachable and sociable or is s/he rather differentiating from others, staying within her exclusive circles?

Elitism refers to interpersonal aspects dealing with the role of other people and the need for social comparison and distinction. With an elitist disposition, the brand personality seeks status and exclusivity and is rather unapproachable to out–group members (who are not part of the target group), which is related to being reserved, distant, formal, refined, graceful, competitive, and authoritative. This can be symbolised by exclusive clubs and VIP areas.

The approachable pole, on the other hand, is related to heartiness, genuine joy, social responsibility, egalitarianism and to traits such as friendly, cheerful, cordial, considerate, trusting, generous, unpretentious, and outgoing. The post–modern ‘democratisation of luxury’ is limited insofar that luxury is by its basic definition not accessible by anyone at any time. Brands seen as elitist include Gucci and Rolex whereas benevolent brands include House of Dagmar and Ermenegildo Zegna. A study by Ward and Dahl (2014) suggests that brand desirability can increase under certain conditions when an aspirational brand personality is perceived as being unapproachable. However, a brand that is perceived as being too arrogant could cause a detrimental effect. 

Question 4 – Eccentricity: Does your brand personality prefer conforming to prevailing social standards or is s/he ready to break the rules?

This dimension refers to a person’s level of non–conformity with norms and expectations of society and within her reference groups. Decent personalities prefer to respect hierarchy, to be discreet, polite and well–behaved in order to ‘fit in’ and to be liked and accepted. In contrast, non-conforming or even eccentric personalities prefer to ‘stand out’, be creative, and imaginative or even a bit crazy, provocative, and rebellious. The brand personality dimension ‘Eccentricity’ is closely related to the other of the two dimensions of openness identified by Glisky et al. (1991) capturing love for aesthetics, curiosity, fantasy, and unconventional views of reality.

While Hugo Boss appears to be the prototypical example for a brand that allows consumers to fit in, representative brands for the eccentric pole include Cavalli and Moschino. In order to gain an impression of the eccentric personality disposition, it helps to look at a picture of Salvador Dalí with his Colombian ocelot Babou. A central idea of luxury has been the self–determined use of one’s time and freedom from duties and limitations, which extends to non–conformity with social expectations (Veblen, 1899). As shown by Coco Chanel, Christian Dior and Yves Saint Laurent, who all broke the rules of their times, some ‘shocking’ and the freedom of ‘doing what you want’ is engraved in the nature of luxury brands. However, this freedom may be somewhat limited as the slogan by Audemars Piguet suggests: “To break the rules, you must first master them.”

Question 5 – Sensuality: Is your brand personality tough–minded and self–disciplined with a strong will to achieve her/his life mission or is s/he seeking enjoyment of life and pleasure of the senses?

This dimension refers to life goal–related aspects of brand personality and in particular to the level of strength to achieve ambitious goals and self–restraint from immediate gratification vs. sensuality and self-indulgence. Is your brand personality tough–minded and self–disciplined with a strong will to achieve her/his life mission or is s/he seeking enjoyment of life and pleasure of the senses? The tough pole is related to traits such as purposeful, ambitious, persistent, strong-minded, courageous, vigorous, active, dynamic, and energetic. On the other hand, the sensual pole refers to the pursuit of love, beauty and enjoyment and a happy and comfortable life, which is related to traits such as hedonistic, lighthearted, emotional, tender–minded, dreamy, sensuous and romantic. Archetypical representatives include entrepreneurs, creators and makers on the one hand and dandies, hedonists, gourmets and connoisseurs on the other. Hugo Boss is considered as a typical tough–minded brand and Jean Paul Gaultier as a typical sensual brand. This is reflected by their advertising, for instance, with a sharp–witted businessman giving interviews at a press conference versus a mystic princess riding on a rainbow with her unicorn.    

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About the Authors

• Dion, E., and E. Arnould (2011), “Retail Luxury Strategy: Assembling Charisma through Art and Magic,” Journal of Retailing , Vol.  87 No. 4, pp. 502-520.
• Freling, T.H., and L.P. Forbes (2005), “An Examination of Brand Personality through Methodological Triangulation,” Brand Management , Vol.  13 No. 2, pp. 148-162.
• Heine, K., Crener-Ricard, S., Atwal, G., and Phan, M. (2018), “Personality-driven Luxury Brand Management. Journal of Brand Management ,” Vol. 25 No. 5, pp. 474-497.
• Glisky, M.L., D.J. Tataryn, B.A. Tobias, and J.F. Kihlstrom (1991), “Absorption, Openness to Experience, and Hypnotizability,” Journal of Personality and Social Psychology , Vol.  60 No. 2, pp. 263-272.
• MacInnis, D.J., and V.S. Folkes (2017), “Humanizing Brands: When Brands seem to be Like Me, Part of Me, and in a Relationship with Me,” Journal of Consumer Psychology , Vol. 27 No. 3, pp. 355-374.
• Veblen, T. (1899), The Theory of the Leisure Class, New York, MacMillan
• Ward, M.K., and D.W. Dahl (2014), “Should the Devil Sell Prada? Retail Rejection Increases Aspiring Consumers’ Desire for the Brand,” Journal of Consumer Research , Vol. 41 No. 3, pp. 590-609.

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5 Envy Worthy Brand Positioning Examples in Luxury

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Launchmetrics Content Team Mar 19, 2019

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What exactly is brand positioning?

In other words: What differentiates one luxury brand from its competitors? How does the brand story connect with and entice a target audience? And what does the brand do to not only reinforce their story, but to ensure it stays relevant with the changing times?

To get a better idea of how it’s done, let’s take a look at five luxury brands who are doing it right.

In this article you’ll learn…

5 luxury brands nailing their brand positioning strategies

Stella mccartney.

Mention the idea of luxury with a conscience and the name Stella McCartney is bound to come up. Indeed, McCartney’s brand isn’t just in that space — she practically invented it. Since launching her eponymous label in 2001, McCartney has eschewed the use of leather, fur and PVC in her collections and has sought out ways to make luxury fashion sustainable and environmentally-friendly. It’s this commitment to her values that gives McCartney a unique position in the luxury market. Consumers who share her values are drawn to the brand for more than its aesthetic.

The success of the Stella McCartney brand reveals one way to boost your brand's positioning: establish and uphold core values that your target audience connects with and cares about.

View this post on Instagram A post shared by Stella McCartney (@stellamccartney)

“A heritage cannot be created,” says Breitling on their website, “it must be earned. And that is what sets the Breitling story apart.”

Breitling is certainly not the only luxury watch brand to make heritage an underlying part of their brand positioning strategy. But what differentiates them is their clear and consistent brand message as a maker of precise, indestructible watches of such high quality that they’re trusted by the marine and aviation industries. This heritage of taking to the seas and skies brings with it adventure, nostalgia, and a pioneering spirit that certain consumers long to be associated with.

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Breitling understands that positioning a heritage brand in the modern day requires a balance of the past and present. Hence their social media presence is aimed at a modern audience, yet draws heavily on the nostalgic mood that gives them a unique place in the market. And while Breitling has traditionally centered itself in the realm of the gentleman, the brand has recently adapted its brand positioning strategy to be more inclusive to women — a smart move in the post #metoo era.

  View this post on Instagram   A woman of action. Olympic skiing champion and pilot @dominiquegisin after flying at Kägiswil airfield in Switzerland. . #breitling #squadonamission #navitimer #automatic #pilot #cockpitview #pilotwatches #icon #silverdial #flying #aircraft #swissmade #watches #alps #switzerland A post shared by BREITLING (@breitling) on Jan 9, 2019 at 11:12am PST

In the minds of consumers, Valentino is synonymous with elegance, sophistication and romance. That brand story was carved out from the start, by founder Valentino Garavani in the 1960s, and has been carefully maintained ever since.

The fashion house positions itself as elite and exclusive , often appearing on red carpets and in celebrity wardrobes; but all luxury fashion brands need to distinguish themselves in some way, and Valentino does it with a unique sense of refinement . This is displayed in their collections, which often reference art, mythology, history, and different cultures.

Valentino’s unique brand position is also cemented by the right collaborations. These are used to further the brand image as being cultured and refined — for example, for their most recent collection they commissioned poetry from several modern poets, which was then shared on social media.

  View this post on Instagram   British multihyphenate @gretabellamacina worked on a collection of poems, inspired by the #ValentinoFW19 collection. The works, which appear in #ValentinoOnLove are a study in the search for love, and “the broken light behind each day.” Watch the Women’s FW19 show live from Paris today at 5PM CET. A post shared by Valentino (@maisonvalentino) on Mar 3, 2019 at 12:07am PST

Louis Vuitton

Louis Vuitton is one of the most well-known and covetable luxury brands in the world. But what is it that gives it a unique position in the minds of consumers?

While Louis Vuitton’s design aesthetic changes dramatically depending on who’s helming each subset of the brand, one thing remains consistent: the LV monogram print. This is an anchor to the brand’s heritage — let’s not forget that Louis Vuitton started out life as a maker of exceptionally-crafted luggage pieces. This fact is ever-present at the heart of the brand’s positioning strategy, with the themes of travel and adventure underlying everything they do.

In the case of Louis Vuitton, travel is presented in a philosophical light. It’s about the journey rather than the destination; adventure and exploration are presented as exciting, exotic and deeply desirable. This message echoes through the brand’s collections, events and marketing materials, and positions it firmly as the kind of luxury brand that anyone who dreams of adventure would want to buy into.

Tiffany & Co

If you want to know how to do brand positioning in the luxury jewelry space, look no further than Tiffany & Co. Their position is deeply rooted in an emotional connection between consumer and brand ; a connection strengthened by cultural references, cinema and celebrity. It’s because of this that, even before it is opened, their signature blue gift box is immediately recognized as a symbol of elegance, affluence and love.

Today, Tiffany & Co’s brand positioning strategy is evident in their social media content. The brand collaborates with top-level influencers as a way to heighten their luxury image and boost their relevance with next-generation consumers. For example, a post from Kendall Jenner wearing Tiffany & Co at the 2018 Met Gala garnered over 4.4 million likes and, more importantly, leveraged both her celebrity power and the glamour and exclusivity of the event to strengthen the brand’s position.

  View this post on Instagram   Met! @tiffanyandco #tiffanypaperflowers #ad A post shared by Kendall (@kendalljenner) on May 7, 2018 at 9:13pm PDT

Understanding your brand positioning  

These five luxury brands have made their mark in their industries, and have come to dominate their market space, staying ahead of competitors.  Knowing where your brand stands in the market in the minds of consumers is essential for understanding how to outplay competition in the ever-changing fashion, luxury or cosmetics industries. And in order to do this, there are several factors to take into account:

• Your follower base

Are you aware of who your audience is? The influencers they follow,  the events they attend or participate in digitally, the media outlets they read, and which of your competitors they pay the most attention to.

• Your influencers

Knowing which influencers are loyal to your brand and the audiences they’re activating will help you make more strategic decisions when collaborating with opinion leaders, so as to guard brand authenticity and activate your target consumers.

• The brands yours is associated with  

Another crucial step to understanding brand positioning is identifying which brands your brand is associated with. Perhaps you’re hoping to be associated with Chanel, yet your brand gets mentioned alongside up and coming luxury brands as opposed to heritage ones. Spotting these incongruencies will aid you in perfecting your positioning strategy.

If you’d like to learn more about how to obtain a brand positioning analysis, read all about it here .

By Launchmetrics Content Team

The Launchmetrics content team is always on the lookout for new trends in the fashion and technology sector. We are geeks with style and lovers of good stories!

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