3. You are perfectly right to use Apple example more than Louis Vuitton
one, and, in fact, I use Apple example very often in my course.
- I use Louis Vuitton because I have been CEO of this company for
over 6 years and I implemented there the luxury strategy
- so, I am very legitimate to do it: there is a personal reason. But
this was a long time ago, and to-day most of people confuse LV and
fashion, which is not the case for Apple
- when I started to teach at HEC, Apple was still a weak brand
(neither iPhone nor iPad existed), and less credible than LV
- everybody knows Apple now, but very few understand why it works
so well
- Taiwan is a key player of the computer industry, not of the bag one
P.294
31. 法國國立裝飾藝術高等學校董事會主席
1996年至2009年任愛馬仕國際公司執行副
總裁
1988至1996年任法國精品委員會主席。擔
任旗下有70個法國精品Comité Colbert集團
的總裁,1996年於愛瑪仕集團擔任董事總經
理 (Chairman and CEO of Hermès
Sellier, the main subsidiary of the
Hermès Group.)
長期擔任法國國立裝飾藝術高等學校董事會
主席,同時是巴黎高等商學院——歐洲管理
學院的管理學教授,並擁有自己的管理諮詢
公司。
新書《極致追求》中文譯本已由中國
2011被新加坡政府邀請國際大型專題講
(“The rise of luxury brands”&
“ Chinese luxury brands in travel retail ”)
出席中國奢侈品聯合會貴賓
CHRISTIAN BLANCKAERT
34. Speaker:Michaele Merk
個人簡介:
Ph.D. from Paris Doctorate School, delivers masterclasses
in Marketing at numerous top-level business schools.
Founder and CEO of Merk-Vision & Partners, with former
experiences at Marionnaud or L’Oréal among others,
Michaela Merk has acquired in depth expertise in the
Luxury, Cosmetics and Fashion Business, both in brand
and retail management (online and offline).
Based on her expertise in Luxury Goods Management,
Brand Creation, Digital Branding, Online and Offline
Retailing on an international scale, Michaela Merk
develops marketing seminars for top managers and
highly renowned business schools.
“Digital Branding, Online and Offline Retailing on an international
scale.”
35. Speaker:Pierre Xiao Lu
個人簡介:
Ph.D. from ESSEC Business School. Marketing Professor
at School of Management, Fudan University in Shanghai,
visiting Professor of LVMH Chair, ESSEC France and Asia,
visiting scholar at Sloan MIT. Prof. Pierre Xiao Lu
specializes in luxury consumer behavior studies, luxury
brand management and selective retailing. His theories
about the Chinese consumer formed the fundamental
understanding for international brands towards this
market and are largely adopted by successful luxury
brands. He is the author of the two most prestigious
books in luxury industry related with China: “Elite China,
Luxury Consumer Behavior in China” and co-author of
“Luxury China, Market Opportunities and Potentials”.
Prof. Pierre Xiao Lu is consulting not only numerous top
luxury brands in the world but also Chinese authorities
for policy making of consumption, branding and
international trade.
Asia, visiting scholar at Sloan MIT
“Consulting not only numerous top luxury brands in the world
but also Chinese authorities for policy making of consumption,
branding and international trade.”
36. Speaker:Denis Morisset
個人簡介:
ESSEC Business School graduate, has taught in Luxury
Brand Management at ESSEC since 2004. After 6 years of
running the ESSEC MBA in International Luxury Brand
Management, Denis Morisset has decided to focus on
Asia, he is now based in Beijing. Denis Morisset has
developed some 15 years of business experience in
China and consulting experience in Asia, mostly greater
China, on luxury brand management issues as well as
distribution and retailing strategies. Denis Morisset
regularly delivers keynote speeches and lectures, and
presents stimulating workshops in various luxury
summits and conferences in Hong Kong, Shanghai,
Beijing and Singapore among others.
“Consulting experience in Asia, mostly greater China, on luxury
brand management issues as well as distribution and retailing
strategies.”
40. 模組3:
領袖管理班
模組2:
個案應用班
模組1:實用策略班
課程模組
模組1:實用策略班 2天 4/13~14
Foundations of luxury brand management.
The art of creating and launching new premium and luxury brands.
※領袖該如何訂立品牌策略及進行品牌管理,進一步於品牌推出時將品牌精品化的呈獻,
透過百年精品的管理模組,研討精品化策略及管理的真正本質。
模組2:個案應用班 3天 7/4~6
Leveraging brand equity, luxury brands international expansion and service aspect.
Special focus on the Chinese Luxury Market.
Distribution, retailing and branding.
※面對2015年將成為全球最大精品市場的中國,如何在中國拓展品牌、精品如何面對客戶服
務,加上中國獨透的網路特性,該如何整合實體及虛擬網路數位世界品牌?
模組3:領袖管理班 2天 9/7~8
Luxury is a Sustainable Model.
Luxury Certificate Hands-on Project Presentation.
※ 與Luxury Strategy作者,亦為LV之父Vincent Bastien大師面對面,除傳授解析百年精品
永續之管理秘密策略外,更透過向大師做品牌簡報獲得自我品牌檢視及諮詢。
43. DAY 1
2013/04/13
Foundations of luxury brand management
With Dominique Xardel
Morning session:
Understanding luxury
Introduction to luxury concept and historical perspective
Cultural foundations of luxury brands
Differentiating luxury brands from premium brands
State of the luxury industry in 2012
Afternoon Session:
Managing brand DNA, codes
and the luxury paradoxes
Understanding brand Potato and brand codes
Managing the paradoxes of luxury
■ Timeless yet modern
■ Exclusive yet accessible
■ About uniqueness rather than positioning
■ About dreams and desires rather than needs– enhancing the dream
factor
■ About the heritage or spirit of a “Maison” coupled with professional
and business expertise
Case studies:Louis Vuitton, Van Cleef & Arpels,
NEXT PAGE
*國際人ViP品牌顧問將有權調整課程內容及講師安排。
44. NEXT PAGE
*國際人ViP品牌顧問將有權調整課程內容及講師安排。
DAY 2
2013/04/14
The art of creating and launching new premium and luxury brands
With Dominique Xardel & Michaele Merk
Morning session:
Strategic Brand Management
for building a strong brand
identity
Introduction: The challenge and necessity of launching new brands
Market development and customer analysis
Case study: The selective cosmetics retail
Elaboration of a strong luxury brand concept
Case study: Editions de Parfums
Frédéric Malle
Mega-trends influencing future luxury brand concepts
Afternoon Session:
Operational Brand
Management for launching
premium and luxury brands
Building strong logotypes
Identifying important features of luxury
products and packaging
Developing a luxury communication strategy outside and inside the
store
Putting the salesperson at the heart of service
Choosing the right distribution channel
Case study: L ‘Oréal Luxury Division
Methodology
Interactive group exercises, films, discussions, presentation
45. DAY 3
2013/07/04
Leveraging brand equity, luxury brands international expansion and service aspect
With Dennis Morisset & Dominique Xardel
Morning session:
Leveraging brand equity and
monitoring brand growth
internationally
Brand extensions (vertical and horizontal) and brand architecture
International distribution business models
■ Licensing
■ Wholesale
■ Retail
■ Distribution partnerships
Managing the 4P’s in an international environment
■ The global/local equation for product, distribution and PR/
communication
■ Prices and currency fluctuations management
Case Study:BURBERRY
Afternoon Session:
Servicing and engaging with
the luxury consumers
internationally
Different development and maturity levels in Asia
Managing the cultural diversity
Dealing with incompatible groups of customers in the store
Balancing CRM with personalisation, loyalty programs and exclusivity
Developing a retail culture that is consistent with the brand DNA and
codes
Assessing challenges and opportunities for customized service and
unique retailing experience
Entering the digital era while remaining true to brand DNA and
exclusivity
Case study:Neiman Marcus
NEXT PAGE
*國際人ViP品牌顧問將有權調整課程內容及講師安排。
46. DAY 4
2013/07/05
Special focus on the Chinese Luxury Market
With Pierre Xiao Lu
Morning session:
Chinese Market Situation and
Characteristics for Luxury
Business
Key market figures update in different luxury product categories
Luxury consumption drivers: social, economical, cultural, historial and
psychological reasons to explain the Chinese luxury fever
Case Studies:Louis Vuitton, Lacoste
Afternoon Session:
Chinese Consumer Behavior:
typologies and implications
Super rich
Mass affluent
Middle class
Younger generations
Case Studies:War of the Spirits, Shiatzy Chen
DAY 5
2013/07/06
Distribution, retailing and branding
With Pierre Xiao Lu
Morning session:
Market Entrance Strategy and
Distribution System
Luxury distribution system in the world and contrast to China reality
Luxury retailing challenges in China
Luxury branding and IMC in China with interesting examples from luxury
brands
Case Studies:Dunhill, Rolex
Afternoon Session:
Digital Marketing and E-
business in luxury industry
Online shopping
Social network
Digital marketing
E-business
Case Studies:Weibo, Time of Xue.com
NEXT PAGE
*國際人ViP品牌顧問將有權調整課程內容及講師安排。
47. DAY 6
2013/09/07
Luxury is a Sustainable Model
with Vincent Bastien & Emily Y.T. Chen
Morning session:
Topical Insights in Luxury
Managing Luxury Brands
Case Studies:LV
Afternoon Session:
Communication with Luxury Strategy
Group Project
Case Studies:Sanofi Group
DAY 7
2013/09/08
Luxury Certificate Hands-on Project Presentation
with Vincent Bastien
Presentation
It requires participants to address the problems of growth and profitability in the luxury market.
In addition it will focus on the specificity of luxury services - an often overlooked area.
Participants will present their work in front of a jury of experts (both academics and
practitioners
Case Studies:Presentation
NEXT PAGE
*國際人ViP品牌顧問將有權調整課程內容及講師安排。