Guest Lecture: "The concept of brand content in luxury sportswear"

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Les Voiles de Saint-Tropez & Les Ailes de Saint-Tropez
Seminar is lead by Sergueï KOUZNETSOV (PhD), Professor of INSEEC Paris
This seminar on the brand content concept in luxury sector will focus on a very popular niche of luxury sportswear. The students will discover how the luxury sportswear brands from Mediterranean coast Les Voiles de Saint-Tropez and Les Ailes de Saint-Tropez build their identity and content through the emblematic events as well as through the story telling practices covered by different modern and traditional supports.

The students will be introduced to the concept of creation of a new brand in luxury sportswear, Les Ailes de Saint-Tropez.

During this practical seminar the students will have the opportunity to consider the marketing support files of the brands, they will also conceive some samples of the products and the POS tools.

This seminar allows the students to have better vision of modern Luxury Marketing practices in France and more specifically on the Côte d’Azur. This practical teaching is complementary to the theoretical studies of Luxury Marketing as well as of Strategic and Operation Marketing applied to Luxury sector.

To register, please send an email to Marine at 


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IUM -room 37

2, Avenue Albert II 98000 MONACO

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