What does the luxury concept actually encompass? What are the essential attributes of this category of so-called ‘luxury’ items"?
This module provides a platform to explore the idea of luxury, its conception, its influences and historical positioning. We also investigate on the reputation of luxury brands: based not only on the quality of the service provided, but also on their staff, the way in which the brand’s representatives greet, serve and advise their customers. In today’s luxury industry, it is essential to know how to get the best from your employees. For this very reason luxury attitude provides insight into the development and implementation of luxury brands ‘Service Strategy’
In depth understanding of what “luxury versus prestige” means
The origins of the concept of luxury, its past, its present
The changes luxury encounters from one generation to another in the perception of its consumers and addicts
What makes us all willing to take part of this “glamour world
Luxury consumer focus doesn't end with the product itself but rather extends towards the dream that comes along. Therefore ‘selling luxury’ rhymes with memorable shopping experience enforcing the emotional connection of the client to the brand itself.
This module provides you with the competencies required from a sales person in order to be called “value merchant’, the one who sells the value rather than the product.
Where prestige is perceived as a know how, luxury is more perceived as comfort, beauty and sumptuous lifestyle. There are 3 distinctive style of luxury that can be summed up as: Iconic, experiential and Intellectual. Although distinct, all three have a converging point that we call “Luxury Attitude". People working in the luxury lifestyle business should have a unique mindset of pleasing, pampering, providing unique and memorable experiences to the “customers”. This training has been designed as a “Vision Enhancement" project that basis itself on the undeniable fact that a stretched mind will never return to its original shape, thus an employee with an enhanced vision will exceed the expectation of the customer.
Luxurious brands are a dream world and people want to be part of. Your employees belong to a prestigious elite and they should feel they are the core, the essence of the brand. Brands in the luxury industry stand for sophistication and prestige; all the employees contribute to deliver this idea of the brand to the world. Employees are your best ambassadors. In order to fulfill this role, they should know their clients’ lifestyle and feel at their ease in all situations. Only in this way they can understand the needs of the clients and serve them, the brand is made of people, and as they cover such an important role for the company they should be trained to achieve successfully this goal. It’s important they know how to behave in business situations, especially during social events like business dinners.
