LET'S TALK LUXURY BRANDING

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ENROLL TODAY

PERFECT YOUR KNOWLEDGE OF LUXURY BRANDING

Connect with luxury consumers of the future by learning the skills needed to design a luxury brand that speaks the language of New Luxury.

STARTS

May 27th, 2019

TIME

12 weeks
Study time 4h-7h/week

PRICE

$2,000

WHY TAKE THE "LET'S TALK LUXURY BRANDING" COURSE?

Roxy Genier - Luxury branding - Insider knowledge

BUILD A DEEP UNDERSTANDING OF LUXURY BRANDING

This unique course offers you the opportunity to learn from best-in-class examples from the luxury community and to develop an eye for details that speak to the affluent community. After graduating, you’ll be able to perfect the branding of your own luxury startup or join the ranks of established luxury brands.

Roxy Genier - Luxury branding - Leading expert

LEARN FROM LEADING INDUSTRY EXPERTS

Since luxury can be defined differently across cultures, we invited leading experts from every corner of the world to share their knowledge to ensure you learn the latest trends in luxury branding before they go mainstream. This insider familiarity will allow you to keep a worldwide pulse on what luxury consumers are experiencing when at home and abroad.

Roxy Genier - Luxury branding - Engaging Content

EXCLUSIVE AND ENGAGING CONTENT

Get started learning luxury branding through interactive content like videos, video interviews, case studies, learning projects, quizzes and more. Our learn-by-seeing and learn-by-doing approach is the most effective way to fully understanding luxury branding. Luxury is something that can be felt after all.

Roxy Genier - Luxury branding - Advance Your Career

ADVANCE YOUR CAREER

The Let’s Talk Luxury Branding course is designed to ensure your long-term success in the luxury industry by delivering knowledge that is not easily available anywhere else. As any brand can now trade-up its branding to one of luxury by empowering the New Luxury mindset, opportunities will abound for those who understand the fundamentals of what makes a great luxury brand.

WHO IS THIS COURSE FOR

Roxy Genier - Luxury Professionals - Students

Beginners AND advanced luxury students who are interested in learning the foundation required to perfect the branding of a luxury brand. You need to educate yourself in luxury branding before taking that next big career move.

Roxy Genier - Luxury Professionals - Luxury brand management

Professionals who want to evolve within their family luxury business. Although you already know the importance of authenticity in luxury, you need to figure out how to perfect your luxury branding in a shifting landscape to ensure the future success of your family legacy.

Roxy Genier - Luxury Professionals - Luxury startup entrepreneurs

Entrepreneurs with the ambition to build or grow their own start-up in the luxury industry. You dream of making it big one day but first, you need to strengthen your brand identity so that your personal definition of luxury shines through its personality.

Roxy Genier - Luxury Professionals - self-learner

Self-learners who love everything luxury. This curriculum caught your eye and you want to learn everything about luxury branding.

WHAT YOU WILL LEARN

THE FOUNDATION

THE FOUNDATION - Roxy Genier - Let's Talk Luxury Branding ICON - online luxury course

You will learn:

  • the role of luxury branding in the 21st century, a century marked with over choice;
  • the stages of customer understanding in what defines a luxury brand from another;
  • the different types of luxury branding, and what they mean to the luxury consumer;
  • the brand resonance pyramid and what a customer-based brand equity model looks like;
  • the ways a brand can build equity by investing in interactive marketing communications choices; and,
  • the rise of Digitally Native Vertical Brand, a brand model that is disrupting the future of consumption.

THE LANGUAGE

THE LANGUAGE - Roxy Genier - Let's Talk Luxury Branding ICON - online luxury course

You will learn:

  • the branding elements needed to build strong brand equity in the luxury industry, elements such as brand vision, mission, values, culture, essence, experience, and more;
  • the elements of your brand’s verbal language that give life to your brand, elements such as brand name, communication voice, branded keywords, and brand story; and,
  • the elements of your brand’s visual language that will connect with your audience, elements such as logo, photography, packaging, and more.

THE CASE STUDIES

THE CASE STUDIES - Roxy Genier - Let's Talk New Luxury ICON - online luxury course

You will learn:

  • the way any good, including a basic commodity such as water, can be branded as a luxury good by offering an experience that stands out from the rest;
  • the way an experience must offer something truly unique to connect with affluent consumers who have the choice to go, see and do anything in the world.
  • the way Digitally Native Vertical Brands are leading the way in e-commerce and digital engagement, and how new luxury brands can compete against established ones by adopting the new business model;
  • and more.

THE LEARNING PROJECT #1

LEARNING PROJECT - Roxy Genier - Online luxury course

You will be given a learning project to link together the first three modules – the foundation, the language, and the case studies. The project should take up the 10 hours to complete and is required to receive the course certificate of achievement.

THE STOREFRONT

THE STOREFRONT - Roxy Genier - Let's Talk Luxury Branding ICON - online luxury course

You will learn:

  • the importance of selecting a location that stands out for its intangible properties while connecting with its locality when choosing a site;
  • the choice between opening a pop-up experience or a permanent experience;
  • the importance of capturing the senses of prospective clients from the outside in to lead them from the streets to the branded space;
  • the way design elements much show off the brand personality throughout the physical space to enhance the overall brand experience;
  • the way brands must offer unique touch and feel experiences to capture the heart of luxury consumers and to stimulate purchases;
  • the value of investing in employees as brand ambassadors to build real relationships with customers;
  • the importance of designing effortless and technologically enhanced shopping experiences; and,
  • the importance of après-service customer relationships to ensure customer satisfaction and loyalty.

THE DIGITAL

THE DIGITAL - Roxy Genier - Let's Talk Luxury Branding ICON - online luxury course

You will learn:

  • the way a website can become the primary hub for everything brand related and how it can connect with luxury consumers through engaging verbal and visual content;
  • the way the shopping experience can be enhanced by following e-commerce best practices to reduce customer friction at checkout;
  • the importance of engaging luxury consumers through social media to build a strong community;
  • the way influencers, bloggers, journalists, and vloggers can enhance the branded awareness through co-branded partnerships;
  • the way luxury brands must educate and entertain their loyal fans with authentic content that gives insider access into the branded experience;
  • the way luxury brands can use email marketing to bring customers back for more; and,
  • the way a luxury brand can use technology to ensure a seamless customer support experience.

THE SWIPE FILES

THE SWIPE FILES - Roxy Genier - Let's Talk Luxury Branding ICON - online luxury course

You will be given a series of swipe files (examples of best practices from leading luxury brands) to explore and take inspiration from when designing or perfecting your next physical or digital branded space.

THE LEARNING PROJECT #2

LEARNING PROJECT - Roxy Genier - Online luxury course

You will be given a learning project to link together the second three modules – the storefront, the digital, and the swipe files. The project should take up the 10 hours to complete and is required to receive the course certificate of achievement.

THE STORYLINE

THE STORYLINE - Roxy Genier - Let's Talk Luxury Branding ICON - online luxury course

You will learn:

  • the importance of designing a storyline that speaks with both authenticity and creativity to better appeal to luxury consumers;
  • the way to tell a story through a compelling storyline plot to boost the emotional connection with luxury customers;
  • the importance of putting emphasis on the characters to connect brand, founder(s), employees, brand ambassadors with partners, customers and fans;
  • the ways a story is built around a central theme, a chosen setting, and a desirable atmosphere for a better-branded experience; and,
  • the way luxury brands can use a selection of unified keywords to strengthen the luxury experience.

THE TOUCHPOINTS

THE TOUCHPOINTS - Roxy Genier - Let's Talk Luxury Branding ICON - online luxury course

You will learn:

  • the way touchpoints bring the customer’s branded experience to life;
  • the importance of both internal and external touchpoints as distinct moments of interactions between brand and customers;
  • the difference between owned, paid and earned media and how they each affect the overall touchpoint experience;
  • the different types touchpoints to consider in the luxury branded experience since one has to remember that every platform reaches a different audience; and,
  • the importance of selecting the touchpoint mix that better serve your audience to gain commitment and loyalty.

THE SWIPE FILES

THE SWIPE FILES - Roxy Genier - Let's Talk Luxury Branding ICON - online luxury course

You will be given a series of swipe files (examples of best practices from leading luxury brands) to explore and take inspiration from when designing your next luxury touchpoint experience.

THE LEARNING PROJECT #3

LEARNING PROJECT - Roxy Genier - Online luxury course

You will be given a learning project to link together the last three modules – the storyline, the touchpoints, and the swipe files. The project should take up the 10 hours to complete and is required to receive the course certificate of achievement.

WHAT YOU'RE GOING TO GET

Roxy Genier - Luxury consultant - workshop icons

Insightful knowledge to distinguish yourself amongst industry peers.

Roxy Genier - Luxury consultant - workshop icons

Unlimited access to the course content so that you can always come back to refresh your memory.

Roxy Genier - Luxury consultant - workshop icons

A private Facebook group of forward-thinking peers to help you drive luxury towards a better future.

Roxy Genier - Luxury consultant - workshop icons

A set of frameworks, worksheets, and tools to use throughout your luxury career.

Roxy Genier - Luxury consultant - workshop icons

A certification of achievement to show off your new skillsets on LinkedIn and in your CV.

Roxy Genier - Luxury consultant - workshop icons

Walking away with a new sense of direction.

WHAT YOU MAY WANT TO KNOW

Our online courses are delivered by distance learning through a dedicated platform at courses.roxygenier.com. Once registered, you will be given access to the platform a week before the course start date, so you may familiarize yourself with the platform.

Available online via your secure student login at courses.roxygenier.com. The modules provide the basic knowledge for the whole course and will be delivered, week by week, according to a 12-week schedule. Each module is designed to be self-contained with an additional reading list where applicable.

Students agree not to access the Course Material for any reason other than for your personal use and solely for the purpose of study. Students agree not to distribute any part or parts of the Course Material in any medium without Roxy Génier’s prior written authorization. On accessing the course material all fees under this agreement become payable.

Our courses are conducted in English, in verbal and written format. However, support can be provided in both French and Spanish depending on the student needs.

This online course is delivered over a period of 12 weeks. The modules are available to students thereafter via the hosted platform, so you may always refer back to the information when needed.

We recommend 4-7 hours of study time per week, with additional time being set aside for completing the learning projects, but since the modules will be available to you on an ongoing basic, you can take all your time to complete the modules.

Three learning projects per course give the students the opportunity to dig deeper into their newly acquired knowledge. Assignments must be completed within 60 days of the course finish date to receive the course certificate.

Some modules contain self-assessment questions designed to help candidates consolidate their knowledge.

Students will be given access to a private Facebook group to share their knowledge, ask questions and connect with fellow students. Non-compulsory webinars will be held for additional support. Students will be given the time and date via the course platform and via the private Facebook group.

This course is priced at USD$2,000. Exclusive offers are available to select groups of students. Please email us at edu@roxygenier.com to see if you qualify for a student discount.

Payment must be made upon application either via the RoxyGenier.com website using both PayPal or your preferred credit card. If you prefer to register manually, you can send us the Enrollment Application form available here and pay by either wire transfer, email transfer (Canadian participants only) or credit card.

Available for group registrations. Please contact edu@roxygenier.com for details.

Cancellations can only be made in writing with more than a week’s notice before the course or workshop start date. Course fees less an administration fee of USD$50 for each online course will be refunded. After, the student becomes liable for all course fees due.

We record your personal information when you contact us and use this to manage registration, study, examination and other services. Your data will never be given or leased to third parties

For matters relating to enrolment, payment or fees, change of enrolment details, please contact edu@roxygenier.com or schedule a Q&A session with us using the calendar provided on this page.

QUESTION? TALK TO US.


ABOUT THE INSTRUCTOR

oxy-Genier-Luxury-Consultant

Roxanne Génier is known for her wealth of experience servicing the 0.01% while traveling the world to over 75 countries over the course of 170 months.

Trained as a naval information specialist in the Canadian Navy, Roxanne began her career in luxury in 2005 aboard superyachts, working for Russian, Canadian and American billionaires and celebrities. After nearly a decade at sea, she stepped ashore to embrace the role of personal assistant to high-net-worth British and Canadian entrepreneurs.

Seeking both freedoms of time and mobility, Roxanne launched LuxeInACity in 2011, a digital platform showcasing the best in luxury travel and luxury lifestyle, and in 2014, the readers of USA Today nominated her as their fifth favorite luxury travel blogger.

As a response from the community, Roxanne co-founded Agence Luxury in 2013, a digital marketing agency catering to independent luxury brands. Although the agency was growing with its new office in Milan’s fashion district, a series of events left Roxanne questioning the meaning of luxury and its impact on our globality. In 2016, she decided to return to her roots as a nomadic world traveler to find her own version of luxury.

Now, two years later, standing proudly behind her nickname, Roxy shares her findings in a series of in-person workshops and online courses tailored to those who want to redefine the future of the luxury industry.

Roxy is also available to select startups and brands as an independent consultant.

YOU'VE MADE IT THIS FAR

If you’re passionate about luxury branding…
If you believe that your brand should lead the future of luxury…
It means you are ready to participate in this educational journey.
So believe in your instincts.
And gift yourself the education you deserve.

ENROLL TODAY