The key takeaway will be to understand that Luxury is not a recipe to be followed. It is a set of powerful and peculiar concepts and practices that each brand is invited to reinterpret, according to its identity, history and values.
From a brand management point of view, the fundamental notion of existing brand DNA will be reviewed. We will also examine the approach to be used to define a new brand DNA.
The most important learning, perhaps, will be about understanding the implications of the emotion-driven, luxury-purchase pattern not just in marketing the brand but in the overall business model. In Luxury, creativity is vital as well as the need to always approach problems with a long-term perspective.