Hopenclass Courses

Art Comes First: Exploring the Intersection of Style and Identity

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Learn how to build a timeless brand with top brand consultancy, Art Comes FirstThis course will teach you how to create a brand identity that aligns with your artistic vision, as well as the values of your target audience.Over the past decade, Sam Lambert and Shaka Maidoh, founders of brand consultancy, Art Comes First, have built a memorable and distinct portfolio from the bottom up.In this course, they share key elements that made their brand succeed and the customer experiences they’ve created around it. You will learn how to do the same.Learn how to build a unique brand identityGuided by Sam and Shaka, you’ll explore how to turn your artistic inspiration into an authentic brand identity and tone of voice, and a set of brand values.You’ll benefit from their wide ranging expertise in brand innovation using sound, visuals, and garments.Create a meaningful connection with your consumerAs you learn how to create a sense of community around your brand, you’ll consider different mediums of brand marketing, communication, and connection.By using music in your messaging you’ll learn to fine-tune a brand voice that resonates with customers, critics, and competitors.Instil your product’s design and service with the essence of your brandYour product remains the currency of exchange between you and your community.How can that exchange become more than a transaction? How do you create an experience your consumer truly values?Having explored the qualitative aspects of marketing, retail, and design, you’ll be inspired and empowered to launch products,experiences, brands, and projects that succeed thanks to their creative authenticity.This course is designed for creatives looking to create a brand, experience, or product with a strong brand identity.It will be particularly useful for retail, marketing, fashion and design professionals, as well as fashion enthusiasts, musicians, and artists who want to expand their legend and deepen their connection with their audience.

Digital Playground: Where Luxury Fashion is Finding its Sense of Humour

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Examine the ways luxury fashion brands use humour for creativityHumour helps connect humans on an emotional level, and it’s a strategy brands are now using to attract a whole new generation of customers.On this three-week course, you’ll delve into the definition of the science of humour and its application by both heritage and luxury fashion brands to rejuvenate their creativity.You’ll discover why brands are infusing humour into their digital campaigns, and how they are implementing it across social media to connect with younger consumers.Explore case studies from top fashion brandsYou’ll delve into the sensations of humour and joy, and understand their role in the creative process.To help explore these concepts, you’ll unpack a range of case studies from top luxury fashion brands including Vivienne Westwood and Hanifa.Delve into different communication strategiesYou’ll critically assess communication strategies put forward by luxury fashion brands to understand which techniques work.You’ll also analyse the ethics of humanising a brand by using humour. In particular, you’ll evaluate the development of brand ‘personas’ and the consequences of this.By the end of this course, you’ll understand why and how fashion brands use humour in their digital communication strategies, and the opportunities and challenges that surround this.This course is designed for anyone wanting to learn about fashion consumer psychology and the role of digital strategies.It will be particularly beneficial for those wanting to pursue a career in the fashion industry.

Beauty Decoded: Strategy in the Global Beauty Business

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Learn about business and marketing strategies within the global beauty sectorThis informative course will help you learn integrated business and marketing strategies within the global beauty sector, taking into account the differing perspectives of marketing practices across national boundaries.You’ll learn to prioritise information that influences marketing decisions, and will develop skills in how to handle challenges that may arise within a business or brand.Discover global marketing strategies to help a beauty business to growYou’ll get to grips with the strategic implications of the country of origin effect and how this influences customer’s opinions of firms and brands.You’ll also understand what role technology can play within the beauty business, and will master the strategic implications of segmentation, targeting and disruptive positioning within global marketing.Understand the importance of experiential marketing and social responsibilityAs well as gaining an understanding of a brand’s social responsibility in today’s world, you’ll then decipher the answers to the question of: What are brands really selling in the age of experiential marketing?Finally, you’ll get the know-how into how a brand’s messaging should be developed and clearly defined in order to reflect their values.Learn from leading industry experts within the global beauty business fieldYou’ll be taught throughout this three-week course via The Hopenclass by Desiree Reid & Co; leading industry experts in global and multicultural business development, marketing and branding.With hands-on expertise in navigating the intersection between business growth and scaling up across cultures and continents, they are leading experts within the global beauty business field, with clients including Avon and Revlon.This course is suited for early career professionals looking to support the strategy of leaders in the modern beauty industry.It’s also suited to more advanced career professionals looking to broaden their understanding of the global beauty industry, as well as entrepreneurs looking to build beauty brands.

Power Dressing in the Zoom Era

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Improve your brand and business sense in the age of 100% online workingIn the wake of the coronavirus pandemic, many businesses have moved to fully online working – meaning more people than ever before are engaged in remote and home working.This new era brings challenges as well as opportunities. On this course, you’ll learn how to maximise you or your brand’s visual impact, and how to perfect power dressing despite only ever being seen from the waist up.Identify what’s best to wear in video interviewsYou’ll explore how to keep looking as professional as possible on camera, the best job interview outfits, how to dress the room, and how to communicate information with confidence and authority.You’ll learn these key skills from renowned brand and culture think tank The Hopenclass.Discover how to look good on ZoomYou’ll examine how to dress for success and boss every meeting or interview with style – even from home.If you work in a managerial role, you can get tips on how to keep your team’s image consistent, helping morale and boosting sales.Improve your nonverbal communication skills with Sara AliNonverbal communication is more essential than ever in an age where everything is mediated by screens.Alongside award-winning image and communications consultant Sara Ali, you’ll learn how to develop your non-verbal skill set, furthering your ability to connect with global customers and clients.This course would benefit job seekers, sales professionals, team members, leaders, and professionals navigating the new digital era of video conferencing where presentation and awareness of how to dress for success is key.

Fashion and Gaming: How Luxury Fashion Brands Use Gamification

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Understand how fashion is moving into the gaming industryDuring the COVID-19 pandemic, the absence of physical fashion shows pushed designers worldwide to look for innovative ways to interact with their audiences.The use of technology and strategic partnerships allow fashion brands to reach wider consumers. Luxury fashion houses like Burberry, Balenciaga, Gucci, and Marc Jacobs are venturing into the world of gaming through unique collaborations.On this three-week course, you’ll discover how and why fashion is moving into new spaces, such as the gaming industry, which is predicted to surpass $200 billion by 2023.From gaming-inspired fashion designs to brands creating their own styling games, you’ll study the characteristics of the intersection of luxury fashion and gaming.Explore how fashion businesses build brand awarenessFrom subculture to mainstream, the gaming community stretches across western societies, often made up of Gen Z and Gen Alpha consumers.It’s no surprise, then, that the fashion industry has used gaming as a way to tap into this younger customer base.You’ll assess the use of gaming as a tool for marketing communications, and how it has helped luxury brands build awareness and reach new consumers.Discover how gaming communities become fashion consumersAnalysing the gaming community as singular fashion consumers, you’ll get to grips with these industries interlink.You’ll also understand how these partnerships are mutually beneficial, as gaming companies can use it to position themselves as more culturally relevant.By the end of this course, you’ll have a deep understanding of the industry case study between fashion and gaming. You’ll know the opportunities and challenges that arise within this space for luxury fashion brands and how this trend may continue.This course is designed for anyone wishing to gain insight into new methods of digital marketing communications, public relations, and strategic partnerships within the luxury fashion space.