Introduction to Marketing of Luxury Products
Introducing The Luxury Strategy
Oslo & StockholM
Scandinavian Luxury is delighted to announce that the master class The Luxury Strategy will take place on 26th - 27th May in the Høyres Hus in Oslo, and the 28th - 29th May at the 7A Conference Centre Strandvägen, in Stockholm.
Luxury Strategy Program
Join world renowned luxury marketing figurehead, Ketty Pucci-Sisti Maisonrouge, our guest speaker who brings a wealth of luxury business acumen, success stories and luxury innovation to the table, for two days of discussion and networking.
The Seminars, the first in a bi-annual initiative, will gather a plethora of senior luxury executives, industry leaders, corporate decision makers and financiers from Scandinavia.
The word “luxury” seems to be used for everything nowadays, and this phenomenon reflects the increased attraction for what the luxury industry represents in the minds of the public: the ultimate sign of personal success, the fulfillment of individual dreams but it is also sometimes perceived as the inappropriate display of financial disparities. There is a new attitude to luxury. Younger consumers, and emerging markets with newfound spending power, are redefining what “luxury” means.
So what are the challenges inherent to this industry? Historically driven by inspiration and sometimes guesswork, it is now regarded as a distinct product field that requires very specific skills.
The class "Luxury Strategy" addresses the unique properties, opportunities, and challenges of the luxury industry by studying issues relevant to the field in the various aspects of the business, from production and management to distribution and promotion.
In its premier guise, the The Luxury Strategy master class will discuss Brand Identity, Marketing and Distribution, as well as asking the major current topics associated with the Luxury Industry in Scandinavia.
What role does Social Media have in the Luxury Industry?
How is the Luxury Market to be managed in Emerging Markets such as Scandinavia?
What role does the New Modern Consumer have to play in an Emerging Market and how are brands engaging them?
Presentation on Distribution in the Luxury Field
Presentation on Brand Identity in the Luxury Field
Presentation on How to Create a Luxury Brand
Presentation on jewelry projects and research
Presentation on Promotion and Social Media in the Luxury Field
Presentation on the J. Mendel Case Study
Presentation on Luxury and Emerging Markets
Presentation on the Chinese Luxury Market
Presentation on L’Olivier
Presentation on the Challenges of Counterfeiting in the Luxury Field
Konferanse & Selskapslokaler
114 56 Stockholm
Adjunct Professor - Marketing
BA, The Institut d'Etudes Politiques de Paris;
LLM, Universite de Paris I - La Sorbonne
Joined CBS in 2004
Ketty Pucci-Sisti Maisonrouge runs a firm specializing in Luxury Innovation, KM&Co., assisting luxury firms and start ups in branding, financing and long term strategies. She is also the cofounder and board member of a few start-ups, including Savelli, a Board Member of the luxury brand J. Mendel, a Senior Advisor to The Gores Group, and sits on the Advisory Board of the LSG Holdings. Ketty Pucci-Sisti Maisonrouge joined the Columbia Business School faculty in 2004 and teaches the Master Class “Marketing of Luxury Products”, which is the only class focused on the luxury industry in the current curriculum.
In May 2012 she was awarded the Dean’s Award for Teaching Excellence by Columbia Business School Dean Glenn Hubbard. She is also a Visiting Professor at IE Business School in Madrid (Spain) and was awarded the IE Business School Recononcimiento a la Excelencia Docente in 2012. In fall 2013, her first book, The Luxury Alchemist, was published by Assouline and went on to receive the International Award at the annual literary event, La Foret des Livres in the Loire Valley, France.
Ketty Pucci-Sisti Maisonrouge was born in Italy and grew up in Switzerland and France. Her broad background includes a degree in Business Administration from the Institut d’Etudes Politiques de Paris and a Masters Degree in Law from the Sorbonne. In the US, she completed course work for a Master’s degree in Italian Renaissance Art at New York University’s Institute of Fine Arts.
In 1988, Mrs. Maisonrouge founded Ketty Maisonrouge & Company, Inc (KM & Co.), a marketing and
communications firm specializing in the areas of fine arts and luxury goods. Her extensive client list includes Chaumet, Christofle, Damiani, Trussardi, Puiforcat, the Italian Trade Office, Hermès, Escada, and La Biennale des Antiquaires. In addition, Ms. Maisonrouge launched an antiques store in Washington, Connecticut, specializing in 18th century European art, and created Vieux Livres d’Europe, a rare book company.
Concurrent to her duties with Ketty Maisonrouge & Company, Ms. Maisonrouge served as the permanent US Representative of the Comité Colbert, an association of over 70 French Luxury companies, from 1988 until the organization closed its representative office in January 2004.