This class exists in these courses :
• IÉSEG > IESEG Degree - Programme Grande École > Semester 2 > 2,00 ECTS

Learning outcomes

The course offers a special focus on the identification and analyse of synergies and innovative strategic alliances with artists helping luxury companies to engage with their target customers. Students will learn how to produce impactful partnerships strategies and how to build a strong message to generate maximum exposure for luxury companies across all platforms.
At the end of the course, the student should be also able to:
Identify opportunities for luxury brands in teaming up with arts
Match artists and art projects with brand personalities and in a clear consistency with the global company strategy
Formulate and implement a communication campaign around art-luxury collaborations
Understand the benefits and limits of those collaborations

Course description

There has been an increase in the number of collaborations between contemporary artists and luxury brands over the past decade. For the brands this is considered an effective strategy to deal with a series of difficulties that the luxury industry have long been searching solutions for.
The course will explore the history of crossovers between art and luxury and consider those crossovers as strategic and purposeful collaborations executed in order to achieve specific marketing objectives for both the artist and the luxury brand. The different types of objectives will be analysed by highlighting relevant real-life examples of strategic partnerships. The course will also focus on the attributes and typologies of those partnerships and their role in a global branding strategy.

Class type

Class structure

Teaching methods

• Case study
• Interactive class
• Presentation
• Project work
• Research

Assessment

Assessment is based on active individual participation, on individual assignments as well as on a group project

Recommended reading

• The Luxury Strategy Break the Rules of Marketing to Build Luxury Brands Jean-Noël Kapferer, Vincent Bastien, Hardback, 2012 -