This module will delve into the characteristics of the luxury market, its key players, and the evolving consumer landscape. It will cover topics like luxury brand history, brand positioning, and global trends.

Learning Outcomes

• To gain a holistic understanding of the luxury market sectors as it applies to a variety of industries (decorative objects, accessories, jewellery, beauty products, hospitality, automotive, fashion).

• To develop deeper comprehension of luxury products and their distinctive qualities.

• To foster adeptness for learning and observation in luxury sales environments.

• To begin familiarisation with overarching strategies for luxury sales, the importance of strong product knowledge, and the power of storytelling in achieving retail success.

This module will explore the motivations and desires that drive luxury purchases. It will cover topics like brand loyalty, emotional connection, and the concept of conspicuous consumption.

Learning Outcomes

• To gain deeper insight into the luxury consumers of today: preferences, needs, motivations, and expectations.

• To delve into the psychographics and demographics of High-network-worth-Individuals (HNWI) and Ultra High-network-worth-Individuals (UHNWI).

• To determine how experience, narrative, and messaging affect sale/selling success.

• To develop deeper understanding of savoir-vivre and how the outlook of the rich directly impacts sales strategies.

This module equips you with in-depth knowledge about luxury products. You will learn about craftsmanship, materials, heritage, and the stories behind the brands. This knowledge will empower you to weave compelling narratives during sales interactions.

Learning Outcomes

• To gain holisitic knowledge of the nuances and differentiated qualities of luxury products: Apparel, Leather Goods, Jewellery and Watches, Fragrances and Beauty.

• To to be able to articulate qualities of technique, design, and materiality across different product categories.

• To understand and practice the art of storytelling with the aim of securing effective sales.

This module focuses on building strong relationships with high-net-worth individuals. You will learn about effective communication, active listening, personalization techniques, and exceeding customer expectations.

Learning Outcomes

• To identify various clienteling strategies for different customer segments.

• To develop personalized clienteling approaches for different customer profiles by utilising active listening and effective questioning techniques.

• To use effective communication techniques to build rapport with clientele and exceed expectations.

• To foster impactful long-term customer relationships through luxury Customer Relationship Management (CRM) techniques and processes.

This module also dives into the practical skills required for successful luxury sales. You will learn about consultative selling, object handling, closing techniques, and navigating the omnichannel sales experience (both in-store and online).

Learning Outcomes

• To conduct needs assessments and utilize consultative selling techniques to identify client aspirations and motivations.

• To anticipate and effectively handle objections related to price, value, and product features in luxury sales.

• To confidently implement various closing techniques like the "trial close," "urgency close," and "alternative close" while maintaining a respectful and consultative approach.

• To seamlessly navigate the omnichannel sales experience, providing consistent and high-quality service across both online and in-store interactions.

Selling luxury requires impeccable social graces. This module focuses on body language, grooming, etiquette, and maintaining a professional demeanor with the intention of exceeding expectations, and creating outstanding customer experiences.

Learning Outcomes

• To understand how body language, facial expressions, posture, and eye contact influence luxury sales interactions. To analyze your own nonverbal style and develop techniques to project confidence, warmth, and attentiveness to create a positive first impression.

• To develop and maintain a well-groomed appearance and understand how presentational choices can impact customer perception.

• To recognize and adapt nonverbal communication and etiquette practices to different customer personalities and cultural backgrounds, fostering a culturally sensitive approach to ensure a seamless and respectful interaction.

• To develop a genuine desire to provide extraordinary service through impeccable communication and behavior.

This module equips you with emotional intelligence to navigate challenging customer interactions. You'll learn about empathy, de-escalation techniques, and building trust in high-pressure situations.

Learning Outcomes

• To learn effective strategies for managing your own emotions and de-escalating tense situations with clients, including maintaining composure, resolving conflict constructively, and finding win-win solutions that satisfy client needs.

• To recognize the importance of emotional intelligence in luxury sales and its impact on building long-term client relationships and achieving sales success.

• To develop strategies to continuously improve emotional intelligence and become a more effective and confident salesperson.

This module explores the operational aspects of luxury retail management, and provides insights and guidance for career health and development in the luxury retail industry. It will cover topics like inventory control, visual merchandising, team leadership, and achieving sales targets within a luxury brand environment.

Learning Outcomes

• To learn management techniques and skillsets for effective team leadership skills tailored to the luxury retail industry.

• To gain in-depth knowledge of key operational aspects of luxury retail, including inventory control, visual merchandising, and achieving sales targets.

• To gain deeper insight into the possibilities for career development and career health within the luxury sector, regardless of product categories.

• To learn about professional network, and identify opportunities for advancement.