In considering the future of luxury, we must once again define what luxury is. If two of the essential components of luxury are rarity and

being extremely expensive then we must realize that a significant portion of the luxury market has been coopted by global luxury brands that are highly marketed and hyped through advertising and PR.

As perception of luxury shifts and markets fragment, you must strategically analyze the properties of a modern luxury brand

And the purpose they serve.

i need to create and manage my

own brand from concept to consumer.

Hint: Successful brands have clear values, message and identity: usually instilled by the founder.

Part1.

Brand model should include:

Formula for brand DNA

3 key points from classic brand definition

Marketing mix

Include interpretation of luxury and your position in it

Part2.

Introduce your brand to the China market.

Will you keep same brand model?

Explain your strategy with supported research.

Deliverables

Interpretation of luxury definition

Brand Introduction

Key products or service

DNA, Inspiration / Design concept,

Merchandise mix,

Muse (optional)

Customer Profile

Brand Identity program or Retail VI

Target Distribution Channel

Promotion Strategy, marketing campaign (brand storytelling)

Marketing Campaign employing specific culture reference (fashion & art)

Competition research, Positioning in luxury market

Strategy for introducing brand to China market.