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Tag: luxury

Brandification - BrandTech Blog

Prof. Dr. Felicitas Morhart

Interview with Prof. Dr. Felicitas Morhart – Founder of the Swiss Center for Luxury Research

I hope I’m not stepping on anyone’s toes, but I would say that in the luxury sector, the brand is the most important asset of all. Hardly any other sector can say that the brand is so expensive, so “costly” for the customer, because the big difference in luxury – also in distinction to premium products – is that often the brand itself is a certain performance attribute for me and there is also a relation between the functional or economic value of the good, the brand and the price one pays.

Flora Marchetto Sup de Luxe Luxury Brand Management

Interview with Flora Marchetto – Brand Manager at Sup de Luxe

Founded by Cartier in 1990, Sup de Luxe is the reference school for luxury management and recognized for its teaching team consisting entirely of professionals in the sector. Cartier Chair since then, Sup de Luxe welcome more than 400 students from all over the world every year, from the Bachelor to MBA and MSC. Flora Marchetto has been Brand Manager for Sup de Luxe for more than 2 years now and is proud of what the school became through these years – the alliance between tradition and innovation. Flora aspires to keep the school spirit of a historic school, while innovating as a brand. The opportunity of living abroad and meeting people from all around the world helped her export the French flair of her school to international students. Today we talked to Flora Marchetto about her work as Brand Manager in the luxury sector, about story-telling and about « le luxe cool »…