Online Courses

Principles of Luxury

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Date
February 18 – March 4, 2026
View All Dates
Time
1:00 PM EST
Duration
2 Weeks
Program
Online Courses
Mode of Learning
Online - Instructor Led
Price
Price
$975
Early Booking Rate
$875
Early booking rate for Feb 18 class ends Dec 10. Early booking rate for June 10 class ends Apr 1. Other terms subject to regular rate.
Language
English
Topic
Luxury
Contact Admissions

+1 646-438-7268 online@sia.edu

This course offers an overview of the international luxury industry, examining its major players, trends, and key brand strategies.

The course analyzes luxury brand communications, including digital initiatives and ethical and sustainable practices, while highlighting the challenges brands face in balancing heritage with the demands for innovation and digitalization.

Questions that are answered include: How have luxury brands from a wide range of industries evolved over time. What makes luxury brand management so specific? How do creativity and craftsmanship help to build a unique relationship between luxury brands and their loyal consumers?

This intensive course provides participants with a good understanding of key branding and marketing frameworks through analysis of recent art related case studies. At the end, a short exercise in luxury brand strategy is included for participants to apply their newly gained knowledge.

Students Will Learn

  • Understand the principles of luxury brand strategies.
  • Grasp the origins of luxury products and its connection to the art industry.
  • Apply contemporary branding and marketing frameworks to luxury brand management.
  • Have an understanding of the principles of building customer loyalty.
  • Appreciate the impact of digital innovation as well as the ethical and sustainability expectations currently weighing on brands.

Highlights

Flexible & Interactive Learning

Engage with weekly recorded lectures and faculty-led discussions designed to offer a dynamic and flexible online learning experience.

Specialized Art World Knowledge

Build critical thinking skills and gain in-depth insight into key topics shaping today’s global art market.

Access to Industry Experts

Learn directly from industry professionals and receive personalized feedback to support your growth.

Sessions

Spring

Dates
February 18 – March 4, 2026
Faculty
Francesca Danzi
Status
Open
Register Link
Register

Summer

Dates
June 10 – 24, 2026
Faculty
Francesca Danzi
Status
Open
Register Link
Register

Sample Schedule

Day 1

A look into what luxury means to consumers today.

Day 2

How can exclusivity be made inclusive?

Day 3

Technology as an enabler of new customer relationships.

Day 4

The long-lasting connection between luxury brands and the arts.

Day 5

How do brands appeal to new consumers whilst retaining core brand values consistent with an existing client base?

Next Steps

Faculty

Faculty, Online Premier

Francesca Danzi is a Luxury Advisor, Executive & Leadership Coach and transformational leader with over 20 years of experience with international brands including Chanel, Burberry, and Tory Burch.

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Details

About Live Courses

This live online course is delivered with live-streamed lectures featuring group discussion and QandA. All live sessions are also recorded and available in the course platform typically within 24-48 hours for participants unable to attend the posted times. The course will include a final project with personalized feedback from the course instructor. All participants will have access to the recordings for an additional 30 days after the final course lecture.

Review the online course Terms and Conditions.

Course Highlights

Emerging Trends and Future Signals

An opening session dedicated to exploring the latest trends and future directions in luxury, setting the stage for in-depth sector analysis.

Fashion

Investigate the intricate world of luxury fashion, focusing on how clothing brands create their offerings, define their go-to-market strategies, and communicate their unique value propositions.

Hospitality and Fine Dining

Discover how luxury brands in the booming hospitality sector and wellbeing craft unparalleled experiences, establish market presence, and engage with their clientele through targeted communication strategies.

Jewelry and Watches

Delve into the timeless allure and craftsmanship that underpin the luxury jewelry and watch sectors, exploring their product development, market strategies, and communication practices.

Beauty and Wellness

Explore the booming luxury beauty and wellness sector, examining how top brands innovate with sustainable products, incorporate advanced technologies like Artificial Intelligence and personalized skincare, and redefine wellness through holistic approaches.

Course Completion

For successfully completing this course, you receive a verified Certificate of Completion from Sotheby’s Institute of Art as well as 2.6 IACET Continuing Education Units. *

Our digital certificates allow you to share new skills with various social media platforms, including LinkedIn. Successful completion is defined by each instructor in the course syllabus and consists, at the least, of regular, thoughtful participation in online activities and timely submission of assigned papers or projects.

*As an IACET Accredited Provider, Sotheby’s Institute of Art offers IACET CEUs for its learning events that comply with the ANSI/IACET Continuing Education and Training Standard.

Flexible Payment Plans

Flexible payment plans are available for individuals who register up to 3 weeks or more before the start of the course and are selected during the online registration process. For any questions, contact our admissions team at shortcourses@sia.edu.

Book a Consultation

We encourage interested individuals to book a consultation time with a member of our admissions team to learn more about this course and our registration process.

Please use this link to book a consultation time via phone or video call.

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