What is luxury marketing? Why and how do you break into the luxury sector? What studies should I follow and which professions should I choose?

Visit luxury marketing is similar to classic marketing. However, it focuses on the promotion, enhancement and sale of high-end, exclusive products or services, according to the values specific to the sector in question. It's not just about selling a product, it's about offering dreams and emotions. 

Luxury marketing meets the expectations of a high-income clientele who can afford expensive products. These customers are looking for excellence, exclusivity, quality, refinement and elegance. 

As a result, players in the field need to understand the desires and expectations of luxury consumers, in search of 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, manage luxury-related marketing actions, encourage the sharing of luxury products and services on social networks and various communication channels, and comply with luxury codes in the sector concerned.

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

• Creation of a brand identity unique Positioning: luxury brands need to establish a strong identity that evokes emotion. This positioning is achieved by highlighting the brand's history, values and heritage.
• Development of the exclusive side In order to maintain the exclusivity that appeals so much to customers, it is important to develop certain marketing strategies, such as limited editions, customizable products or capsule collections.
• Delivering a premium customer experience offering a quality customer experience is essential for luxury brands. Every detail counts: from product packaging to exemplary customer service. 
• Use of new technologies The latest innovations: luxury brands are constantly innovating to improve the customer experience or create new products using social networks or new technologies.
• Sustainable and ethical positioning luxury consumers are forcing brands to make a sustainable commitment to CSR.

France is one of the world's leading countries in the luxury marketing. Here are the main areas in which she excels: gastronomy, fashion, hotels and cosmetics.

The luxury is constantly changing. This is influenced by the evolution of technological means and the advent of digital, which are now an integral part of a brand's marketing and communication, particularly for luxury.

Working in the luxuryis to be guaranteed a job with a future and a relatively low unemployment rate.

The challenges facing those who work in this sector are exciting, creative and daring. Indeed, the luxury marketing is not limited to promoting products or services. It encompasses a wide range of strategies aimed at building close relationships with consumers and reinforcing the perceived value of luxury offerings. To develop successful strategies, this industry requires a sociological approach and a facility for teamwork.

Pursuing such a career opens up a wide range of professional opportunities, both in France and abroad.

Visit luxury marketing brings a wealth of opportunities, whether at school through work-study programs or internships, or when you graduate. So, how do you fit into this very special world? 

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

• master the codes of luxury,
• luxury brands,
• focus on craftsmanship,
• stand out from the crowd and offer a strong brand image,
• offer quality luxury products and services,
• strong communication skills.

The luxury sector is extremely demanding: 

• employees are ambassadors for the brand, so it's vital to ensure that their image is in perfect harmony with the brand's spirit,
• in the world of luxurypassion comes first. In order to sell a product, the employee must be able to transmit his or her culture to customers,
• Because of its international nature, the luxury sector requires a command of several languages. Fluency in Chinese or Russian is particularly appreciated,
• With the industry facing rapid and far-reaching digital change, mastery of IT tools and social networks is essential. 

Which studies are best?

If you're interested in a career in luxury marketing, there are a number of courses available. A BTS in business unit management or a Bachelor's degree in sales and marketing development are possible branches of study. Pursuing a professional degree in the luxury sector is another option. Often in partnership with companies in the sector, these sandwich courses provide the necessary knowledge and skills. 

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

To select the best course, you need to take into account 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, hands-on approach to the luxury market. An excellent way to gain initial experience in the sector. 
• Professional degree in luxury goods This is an in-depth look at the sector. 
• Bachelor's or Master's degree in luxury marketing Business management: these courses, often offered at business schools, are perfect for targeting positions of responsibility. They offer cutting-edge expertise in the field, and are highly appreciated by recruiters.

ISAL PARISÉcole Supérieure specializing in the fashion and luxury professions, is ideal for anyone wishing to expand their knowledge of the art of fashion, develop their creativity and immerse themselves in the world of luxury marketing. Each student is supported through distinct levels of study. These include : 

• Visit Fashion and Luxury Bachelors : 
  • Bachelor of Fashion Design
  • Bachelor Luxe Merchandising
  • Bachelor Fashion Digital Marketing

• Visit Fashion and Luxury Masters : 
  • Master of Fashion and Luxury Management
  • Master's degree in Brand Communication
  • Marketing and Strategy Masters

The luxury industry encompasses a number of sectors, resulting in a diversity of professions. Essentially focused on brand image, luxury marketing professions aim to encourage consumption and build customer loyalty. 

Here are the most famous jobs in the luxury industry: 

• sales 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 manager