Manage, Anticipate and Disrupt the Luxury & Lifestyle Industry
Technology & innovation are shaping the future of luxury influencing experiences, products & processes.
Luxury brands are acknowledging that they must engage with their affluent consumers in new ways. To achieve this, luxury fashion brands have leveraged social media to gain massive publicity, widespread acceptance, achieve brand loyalty, and most importantly reach the millennials and generation Z.
Engage in an interdisciplinary and international approach to combine data, economical behavior, and marketing to understand:
How luxury fashion and lifestyle brands can leverage technology to reach an emotional level;
Leverage online channels to connect with the new luxury customer;
How technology is helping luxury brands gain traction;
How to use influence marketing in the luxury niche as mankind moves into the future to anticipate the norm in a post-covid world.
The MSc Affluencers & Luxury Business is a global research & innovation program that targets the analysis of "Affluencers" through a scientific approach that combines several disciplines (artificial intelligence, deep learning, predictive, nowcasting, semantic web, customer analysis, behavioral economics, emotions).
Students will be prepared to understand affluencers in their cultural and digital environment, evaluate their impact on the luxury industry, detect tendencies via AI, and elaborate effective go-to-market strategies for brands and investors on the basis of the latest behavioral economics research, luxury industry expertise, and a solid network of partners.
The academic program features three pillars:
Understand and identify the new business models generated by the new digital platforms as well as the ecosystem and players operating in the affluents Millenials sphere.
Identify, extract and exploit valuable data available online to design, imagine new business models for the luxury industry through a scientific approach that combines several disciplines (artificial intelligence, deep learning, predictive, nowcasting, semantic web, Customer Analysis, behavioral economics, Emotions).
Address new trends and challenges generated by the emergence of affluencers with an entrepreneurial approach to innovate and bring value to the luxury ecosystem.
Identify affluencers and their ecosystem;
Detect weak signals and trends;
Understand the "new normal" and digital-related emotions;
Predict future consumer behavior;
Create go-to-market strategies.
University of Cote d'Azur, recognized for its innovative training offer, its high-level research center that aims to strengthen its competitiveness and its attractiveness in order to place itself among the elite of world universities in the specific sector of content creation.
The city of Cannes presents a unique combination of interactions between tourism, entertainment, luxury, trade shows, and festivals that bring together all the criteria of attractiveness for the Affluencers. Territorial support ensures the sustainability of the project and makes it part of an economic development strategy.
Lauchmetrics - LOGOLaunchmetrics is the leading Brand Performance Cloud used by Fashion, Luxury, and Beauty executives and provides companies with the tools and intelligence they need to optimize the use of their creative assets, execute powerful brand amplification programs while measuring and benchmarking their brand performance. Launchmetrics' intelligence empowers these companies to grow their businesses and streamline their processes, bringing a sharp focus to profitability, accountability, and efficiency while enabling the type of quick decision-making required for agility.
Digital & Luxury Industries
The trajectory of digital in luxury has become clearer. Digital is an essential source of growth and a powerful way to increase brand equity by creating brand advocacy and a compelling story. Digital also allows companies to re-imagine key business processes, both upstream and downstream. A "Luxury 4.0" operating model is emerging in which brands and retailers use data to establish customer intimacy, capture new customer preferences and streamline the process of turning ideas into new products. Brands can improve customer relationships and restore the authentic personal experiences that defined luxury when it was reserved for a small elite. Finally, the digital trajectory is likely to lead to further disruptions, for which luxury market players should prepare.
New Consumer Trends
Digital will continue changing consumer behavior, fostering an appetite for experience rather than simply shopping and buying. Consumers are no longer simply buying a product. They are purchasing the experiences and emotions that the brand can offer them. Digital has trained consumers to expect continuous excitement. The most recent and most exciting experience that a consumer has online not only sets the bar for the next online shopping experience, but also for the kind of experience the consumer expects when shopping in a store. The time of reverse omnichannel has started — when it is the store that must match the quality of the online experience. Digital is no longer only a sales or communication channel. Instagram becomes the new store window, and digital now becomes the source of inspiration for re-inventing the role of the store and the customer.
What is an Affluencer?
The Affluencers population, i.e. the millennial affluents who are influential on social networks, has become both the new target and the vector for luxury brands and content creators. They represent more than 100 million social network users worldwide.
It is the analysis of the behavior and interactions of these millions of Affluencers that allows:
Identify their system of influence;
To detect the emotions they arouse;
To understand and anticipate trends;
Analyze brand strategies.
The complete training will include 228 hours of seminars in year 1 and 252 hours of seminars in year 2. Each year will include an internship or a project of 4 to 6 months supervised by an expert involved in Université Côte d'Azur training.