LUXURY

BRAND DESIGN

MasterClass by Orhan Gonen

Gatrium Brand Design

From concept to metaphor and to reality.

Such is the power of creative thinking.

Creativity is the main drive in Fashion.

Luxury brands base their strategies mainly on lifestyle marke6ng and crea6vity.

Tom Ford
GUCCI

McQueen
YVES SAINT LAURENT

Marc Jacobs
LOUIS VUITTON

What once seemed impossible now seems overdue.

So how are we to survive this headlong rush into the future? We have only one op6on. We must adapt and evolve. And that is where crea6vity plays its vital role.

The most eec6ve tool is one with which we are all born:

imagina6on

So, even if you are one of those people who make the statement I dont have a crea6ve bone in my body, then remember.

You have an imagina6on that is probably more powerful than you are.

The ques6on is how do you put it to business use.

How do you aSach your imagina6on to a crea6ve business purpose?

Luxury Brand Design MasterClass

Program Overview

Luxury brands and fashion are two integrated concepts that appeal to a certain group. Luxury consumers have dierent dynamics and buying behavior which gives this segment a unique classica6on in terms of branding, marke6ng strategy and communica6on medium.

Luxury Brand Design MasterClass

Program Overview

Luxury Brand Management MasterClass is designed in a workshop seUng specically structured for luxury brand management teams and fashion professionals who want to gain an overview in this unique market. Your team will be introduced to the A+ consumer psychology, luxury brand dynamics & trends, and luxury communica6on strategy in a 3-day program.

Luxury Brand Design MasterClass

Program Overview

Why should my team take such a program?

The purpose of this course is to provide theory and applied models to gain an eec6ve perspec6ve of luxury brand world, design an eec6ve framework of luxury branding strategy, and form crea6ve ideas merged with a dis6nc6ve sense of luxury brand experience regardless of your professional background.

Luxury Brand Design MasterClass

Program Overview

CreaAvity is about coming up with ideas while innovaAon is about bringing ideas to life. While individuals may display crea6vity, innova6on occurs in organiza6onal context only, by bringing crea6ve ideas to life.

Luxury Brand Design MasterClass

Program Overview

3-Day MasterClass provides opportunity for members of various departments in your organiza6on to work as a team and learn luxury branding dynamics along with designing a premium brand business model regardless of their profession or department to gain a sense of luxury brand management and achieve common business goals. The agenda of the Luxury Brand Design MasterClass includes:

World of Fashion & Luxury Brands 2020 Luxury Consumer Trends Luxury Business Model A+ Consumer Behavior & Branding Brand Case Studies Gucci w Yves Saint Laurent w Louis VuiSon WORKSHOPS: Designing a Luxury Brand

Luxury Brand Design MasterClass

Program Overview

Course Materials:

You will have private access to all course presenta6ons, videos, ar6cles and workshop details presented throughout the program.

About the instructor:

Orhan Gonen

Orhan Gonen started his career as a business consultant at PricewaterhouseCoopers in 1999. His client poreolio included leading interna6onal rms in media, marke6ng and adver6sing. His main interest has always been construc6ng strong brands by an op6mum blend of nance and marke6ng strategies. Afer 3 years in business consultancy, he moved to New York and studied Communica6on Design in NYU. He worked as a freelance designer in various projects; corporate iden6ty to brand design. He returned Istanbul in 2004 and started to work as a Strategic Planner at M.A.R.K.A. CommunicaAons, Istanbul. He managed mostly mul6na6onal brands such as Audi, JVC, Zanussi and Regal. Responsibili6es were heading client services and strategic planning. In 2005, he joined Ogilvy&Mather as an Account Manager for Turkcell First Class CRM Project along with Nestle Loyalty Program. His other accounts included IBM, Motorola and BAT - managing strategic 360 projects. He also achieved to get his former client Audi in Ogilvy's client poreolio, and lead the Audi portal project for 2 years. In summer of 2008, he received a unique oer from his former company, PricewaterhouseCoopers and started to work as Corporate Communica6ons Consultant. He was responsible for developing and leading communica6ons strategy. He then lead a specic brand reposi6oning project for Sabanc Holdings Aksigorta and worked in developing Internal Communica6on Strategy for Pzer Turkey as a Communica6on Consultant . In 2010, he founded Gatrium Brand Design and leads the rm as Managing Director. Providing strategic brand consul6ng and design services on project basis, he develops brand communica6on strategy and manages crea6ve process & press rela6ons for his clients. Hes also lecturing as a visi6ng MBA lecturer at Izmir University of Economics for BA565 Innova6on & Crea6vity MasterClass.

Thank you
Thank you

Orhan Gonen

Managing Director Gatrium Brand Design orhan.gonen@gatrium.co.uk www.gatrium.co.uk