About the event:

▸In this masterclass, Prof. Denis Morisset will define the different types of brand partnerships and decode why and how luxury brands are making extensive use of lifestyle collaborations and partnerships to:
▸Broaden the brand universe through lifestyle and experiential crossovers
▸Legitimate brand diversification into experiential categories
▸Gain cultural relevance, increase brand cultural equity, and strengthen brand content
▸Reach HNWI & UHNWI by associating the brand with their luxury lifestyle
▸Refresh dream factors when facing the client’s fatigue with product acquisition

Concrete examples of best practices and possible risks of brand dilution will be presented across luxury brands’ lifestyle partnerships with hotels, restaurants, real estate, food and beverage, but also sports and entertainment (tourism, music, art, literature, cinema, gaming, etc.)

About the speaker:

Prof. Denis Morisset worked for 25 years in the luxury fashion industry (Ralph Lauren, Pierre Balmain, Giorgio
Armani, CWF, etc).

In 2004, he started a new career as a luxury marketing professor at ESSEC Business School (Paris and Singapore), teaching luxury brand management, luxury distribution and retail, luxury service, luxury hotel management, and luxury guest experience. Sharing his time between France and China, Prof. Morisset is also a visiting professor in ESSEC's partner business schools in Beijing, Shanghai, and Hong Kong.

Save the date!
Tuesday, May 20th, 2025 1:00 pm CET 

Presented by: