Fashion & Luxury Brand Management for Hospitality

This course provides in-depth knowledge of branding specifically for the fashion, luxury and hospitality industries. Experts in luxury brand management know exactly where their products are positioned, fully understand their role in the market, and constantly analyse their relationships with customers. However, the task of the brand manager is not only to attract and retain consumers, but also to improve the practical and organizational management of a brand within the fashion organization - this course addresses both areas; luxury branding together with business management and organization skills. Participants learn how to adapt communication, marketing and promotional techniques to reach strategic and economic goals. They learn how to design marketing campaigns that resonate with the luxury audience, highlighting exclusivity, uniqueness, and the promise of extraordinary experiences. Moreover, the course prepares students to stay attuned to industry trends and the evolution of luxury hospitality. A special attention is payed to digital transformation and corporate responsibility, exploring innovations in technology, sustainability, and guest preferences.

A successful luxury brand manager works on all of these aspects. The fashion industry placement within the programme provides students with the opportunity to put theory into reflective and purposeful practice within the field. Participants become experts in making key branding decisions including business development, brand extension and brand repositioning.

The analysis of the target audience and the marketing mix provides a solid grounding for brand strategy development together with research on how companies in luxury hospitality develop their own interpretation of brand positioning and devise innovative strategies. Among other things, social media has changed the face of communication and this course looks at finding the right balance between corporate brand image, digital media and other consumer touch points – key to the success of luxury brands today. Along with the study of current trends and forecasts related to the future, participants are able to question how aesthetic expressions and interpretations of social and cultural trends influence positioning and brand image. Current issues in hotellerie and alternative business models are also addressed, together with professional links direct with companies; industry projects and guest speakers all assist to provide a detailed insight into the realities, and the opportunities, of the synergies between fashion, luxury and hospitality. This course is for participants that have previous undergraduate level study or proven work experience, completing the course with branding and management skills for various positions within the fashion, luxury and hotellerie.

• Marketing and Branding Strategies for Hospitality
• Concept Design and Value Creation
• Business planning and corporate branding for Hospitality
• Innovation & Consumer luxury experience management
• Digital Trasformation Management

The Master program is designed to equip future professionals with the strategic, managerial, and creative competencies to lead in this evolving sector, one that balances heritage and innovation, local identity and global excellence. Through an interdisciplinary approach, students will engage with Florentine craftsmanship and design as models of authenticity and attention to detail, luxury brand management and experiential marketing applied to hospitality; sustainability and ethical luxury as pillars of contemporary excellence; hands-on projects in collaboration with boutique hotels, Michelin-starred restaurants, exclusive spa&wellness resorts and charming wine relais in the Tuscan countryside. By positioning Florence not just as a backdrop but as a living laboratory of hospitality, the program immerses students in an environment where art, culture, wellness and service converge. Graduates will emerge as visionary professionals, capable of curating experiences that reflect the spirit of Florence: intimate, elegant, and timeless. Ultimately, this Master aims to celebrate and perpetuate the Florentine art of welcoming a blend of culture, craftsmanship, and human warmth while preparing students to shape the future of boutique and luxury hospitality worldwide.

The program is designed for those aspiring to lead and innovate within the world of Luxury Hospitality, with a particular focus on exclusive environments such as boutique hotels, ultra-luxury private resorts, and artist residencies of the highest prestige. It explores how luxury is conceived, managed, and communicated in hospitality concepts that are deeply rooted in local heritage, cultural identity, and refined aesthetics.

Participants engage with key areas including brand strategy, cultural intelligence, CRM, experiential marketing, multisensory branding, and sustainability. Special attention is given to the creation of distinctive brand narratives and the integration of digital media with traditional values to shape emotionally resonant and culturally rich hospitality experiences.

Through real-world projects, direct collaboration with companies, and insights from leading professionals, the program offers an in-depth understanding of the operations, challenges, and future directions of high-end hospitality. It also develops strong leadership and strategic management skills, preparing participants to thrive in an industry defined by creativity, excellence, and exclusivity. Graduates will be ready to take on key roles in the luxury hospitality sector, leading or developing exceptional properties where innovation, heritage, and elegance converge.

Istituto Marangoni offers students cutting-edge design resources, providing them with essential tools for their academic journey and future professional careers in luxury hospitality branding and design.

Students will acquire skills in using advanced software, along with industry-standard rendering tools, to create high-quality, photorealistic visualizations of exterior and interior spaces. They will also be trained in the use of graphics and branding software, such as Adobe Photoshop, InDesign, and Illustrator, to develop engaging project presentations and branding strategies for luxury boutique hotels.

To enhance spatial storytelling and guest experience design, students will explore lighting simulation tools and digital moodboard techniques. These technologies will enable them to develop immersive interior concepts and implement innovative solutions tailored to the luxury hospitality industry.

1. Industry-Driven Learning & Exclusive Brand Collaborations
   • The program is designed to align with the luxury hospitality industry, ensuring students engage with real-world challenges through exclusive partnerships with leading boutique hotel brands, luxury resorts and art residences, and high-end suppliers.
   • Students work on live projects with industry professionals, gaining firsthand experience in designing and managing for the fashion and luxury hospitality sector.
     
     
     
2. Experiential & Project-Based Methodology

   • The learning-by-doing approach enables students to develop spatial concepts, brand-driven interior solutions, and immersive guest experiences through practical assignments, case studies, and design challenges.

   • A key focus is on professional project presentation, where students refine their ability to communicate ideas effectively to clients, stakeholders, and luxury hospitality brands.
     
     
     

3. Strategic & Multidisciplinary Vision

   • The curriculum brand management, experiential marketing and multisensory branding to create a holistic understanding of luxury hospitality

   • Students develop advanced communication and marketing strategies, incorporating innovative technologies, sustainable solutions, and high-end material selection to meet the evolving demands of the luxury hospitality industry.
     
     
     

4. Florence as a Strategic Hub for Luxury Hospitality, Fashion & Made in Italy

   • Studying in Florence places students at the center of Italy’s luxury landscape, surrounded not only by leading fashion houses and artisanal workshops, but also by world-class luxury hotels, major international hospitality groups, exclusive boutique hotels, art residences, and high-end wellness and spa environments.

   • The city’s strong luxury tourism sector provides constant exposure to cutting-edge hospitality concepts, service innovation, and premium guest-experience strategies.

   • Florence also offers privileged access to major industry events such as Pitti Immagine, as well as fashion museums, archives, and design exhibitions that enrich students’ cultural and professional development.

   • This ecosystem of brands, suppliers, hotels, creative studios, and luxury retail spaces fosters deep connections with the territory, giving students valuable networking opportunities and insights into product development, craftsmanship, and innovation across the luxury sector.

Valentina Grigoletto - Programme Leader Fashion Business, Fragrances & Cosmetics

Valentina Grigoletto is a professional with extensive experience in marketing, communication, and fashion management. Her background includes roles within fashion companies, communication agencies, and international event organizations. For the past eight years, she has worked for Istituto Marangoni, representing the school in Italy and abroad through international business travels, while developing and coordinating projects with prestigious luxury brands such as Ferragamo, Bulgari, Tod’s, LuisaViaRoma, Starhotels, Magna Pars, L’Hotel à Parfum.

Passionate about multisensory branding, neuromarketing, and experiential marketing, her mission is to train young professionals to manage and communicate a brand effectively, create tailored and detail-oriented experiences, and develop projects that enhance and elevate brand reputation.