What are the professions involved in luxury marketing?
Luxury marketing is a branch of marketing that focuses on top-of-the-range products. These products are distinguished from conventional commercial offerings by 3 characteristics: their rarity, their prestigious image and their quality. The aim of luxury marketing is to promote these exceptional products through a variety of commercial strategies. To do this, the brands are looking for a wide range of talent in positions such as :
- brand manager ;
- CRM manager ;
- in charge of studies ;
- product manager,
- assistant product manager ;
- marketing project manager ;
- E-merchandiser.
Luxury Brand manager
As the job title suggests, the luxury brand manager is responsible for managing the image of the brand or company they represent. They develop a marketing strategy that conveys the brand’s values and reaches its target customers. They also constantly monitor product development and adapt to new expectations. The luxury brand manager is therefore a commercial figure who needs to have good interpersonal skills in order to become a good negotiator.
Luxury CRM manager
CRM stands for Customer Relationship Management. The luxury CRM manager is responsible for customer relations. By promoting the brand, they become true ambassadors. To meet customer expectations, the luxury CRM manager uses a data collection system. Several tools are then made available to determine the right platform to use and manage the databases. The luxury brand manager may be supported by a web marketing manager, a data manager or a system administrator.
Luxury research manager
The Luxury Research Manager occupies a strategic position, since he or she is responsible for the brand’s project launch strategies. The decisions taken are based on prior market research. This identifies trends, customer expectations and the strategies implemented by competitors.
Luxury product manager
Luxury product managers are responsible for one or more product ranges of the brand they work for. They therefore have a number of responsibilities, including :
- market research, to determine consumer expectations in terms of both the price and the aesthetic appeal of the product;
- developing a marketing strategy in line with the results of the market analysis;
- competitive intelligence to keep abreast of trends.
Assistant Product Manager Luxury
As the name suggests, the assistant luxury product manager supports the product manager in his or her duties. As such, they have the same skills and qualities – analytical, commercial, good interpersonal skills and a high degree of autonomy.
Luxury marketing project manager
Marketing project managers are responsible for a number of tasks aimed at promoting their product or brand. These include organising events to launch the latest products. This professional also supervises a team implementing the various marketing strategies.
Luxury E-merchandiser
An e-merchandiser specialises in e-commerce. In the luxury sector, they deal with digital marketing strategies with the aim of selling more or reaching target customers. The e-merchandiser is responsible for finding a proposal that matches the product. Their remit includes :
- choosing a publication platform to promote the brand;
- contextualising the product through visuals and text. As mentioned above, luxury is distinguished by its image, which the e-merchandiser must be able to present.
What are the luxury marketing courses at Sup de Pub?
Sup de pub is a communications school offering a wide range of courses. It offers two courses focusing on luxury marketing:
- luxury communication and marketing with admission to a master’s degree after 3 years of higher education;
- luxury marketing and communication, open to students who have completed their Bac+4 ;
- luxury brand communication and marketing, for students wishing to obtain a Bac+5 from a Bac+4 level.
Courses are taught at the Paris campus on a sandwich course basis.