What is luxury marketing? Why and how can you make a name for yourself in the luxury sector? What courses should you take and what careers should you pursue?

The luxury marketing is similar to traditional marketing. However, it focuses on promoting, enhancing, and selling high-end and exclusive products or services, in line with the values specific to the sector in question. Thus, it is not just about selling a product, but offering dreams and emotions. 

Luxury marketing meets the expectations of high-income customers who can afford expensive products. These customers seek above all excellence, exclusivity, quality, refinement, and elegance. 

Therefore, players in the field must understand the desires and expectations of luxury consumers seeking high-end offerings in order to create a strong brand image. 

They must also adapt to market trends and new technologies, master brand marketing and communication strategies, lead marketing initiatives related to the luxury sector, encourage the sharing of luxury products and services on social media and various communication channels, and finally, comply with the codes of luxury in the sector concerned.

Here are a few examples of strategies launched by high-end brands: 

• Creation of a brand identity unique : Luxury brands must establish a strong identity that evokes emotion. This positioning is achieved by highlighting the brand's history, values, and heritage.
• Exclusive side development : In order to maintain the exclusivity that customers love so much, it is important to develop certain marketing strategies such as limited editions, customizable products, or capsule collections.
• Proposal for a premium customer experience : Providing a quality customer experience is essential for luxury brands. Every detail matters: from product packaging to exemplary customer service. 
• Use of new technologies Luxury brands are constantly innovating to improve the customer experience or create new products using social media or new technologies.
• Sustainable and ethical positioning Luxury consumers are demanding that brands make a long-term commitment to CSR.

France is a leading country in the sector of luxury marketing. Here are the main areas in which it excels: gastronomy, fashion, hospitality, and cosmetics.

The field of luxury is constantly changing. This change is influenced by technological developments and the advent of digital technology, which are now an integral part of marketing and brand communication, particularly for luxury.

Working in the luxury, means having the guarantee of a career with a future and a relatively low unemployment rate.

Those who work in this sector face exciting, creative, and daring challenges. Indeed, the luxury marketing is not limited to promoting products or services. It encompasses numerous strategies aimed at establishing close relationships with consumers and reinforcing the perceived value of luxury offerings. In order to develop successful strategies, this sector requires a sociological approach and an aptitude for teamwork.

Pursuing such a career opens up numerous professional opportunities, both in France and internationally.

The luxury marketing offers many opportunities, whether at school through work-study programs or internships, or after graduation. So how can you get involved in this unique program? 

To land your dream job in the luxury industry, you need to: 

• master the codes of luxury,
• know luxury brands,
• prioritize craftsmanship,
• stand out from the competition and offer a strong brand image,
• offer high-quality luxury products or services,
• have strong communication skills.

The luxury sector is highly demanding: 

• Employees are ambassadors for the brand, so it is essential to ensure that their image is perfectly aligned with the brand's spirit.,
• in the world of luxury, Passion comes first. Employees must know how to convey their culture to customers in order to sell a product.,
• Due to its international nature, the luxury sector requires proficiency in several languages. Proficiency in Chinese or Russian is particularly valued.,
• As the field is undergoing rapid and significant digital transformation, proficiency in IT tools and social media is essential. 

Which studies should be prioritized?

To pursue a career in luxury marketing, there are several training options available. A BTS (advanced vocational training certificate) in business unit management or a bachelor's degree in business development and marketing are possible fields of study. Continuing with a professional degree in the luxury sector is another option. Often in partnership with companies in the sector, these work-study programs allow students to acquire the necessary knowledge and skills. 

A specialized master's degree in luxury marketing is also an option. This type of training is highly sought after by recruiters. 

In order to select the best path, you need to consider your professional ambitions, your affinity with the world of luxury, and your current level of education. 

• The BTS in Business Unit Management specializing in Luxury Goods : it offers a practical and concrete approach to the luxury market. Excellent for those seeking their first experience in the sector. 
• The professional degree in the luxury sector : it deepens knowledge in the sector. 
• Bachelor's or Master's degree in luxury marketing These programs, often offered at business schools, are ideal for targeting positions of responsibility. They provide specialized expertise in the field and are highly valued by recruiters.

ISAL PARIS, the higher education institution specializing in fashion and luxury professions, is ideal for anyone who wants to expand their knowledge of fashion, develop their creativity, and immerse themselves in the luxury marketing sector. Each student is supported through distinct levels of study. These include: 

• The Bachelor's Degrees in Fashion and Luxury Goods : 
  • Bachelor of Fashion Design
  • Bachelor Luxe Merchandising
  • Bachelor Fashion Digital Marketing

• The Master's Degrees in Fashion and Luxury Goods : 
  • Master's Degree in Fashion and Luxury Management
  • Master's degree in Brand Communication
  • Marketing and Strategy Masters

The luxury sector encompasses several areas of activity, resulting in a wide variety of professions. Primarily focused on brand image, luxury marketing professions aim to promote consumption and build customer loyalty. 

Here are the most prestigious jobs in the luxury industry: 

• commercial project manager
• brand sales manager 
• product manager 
• marketing and sales manager
• customer relations manager 
• luxury goods collection manager
• event manager
• marketing project manager 
• luxury buyer
• business manager
• sales manager 
• store manager
• luxury marketing director