Luxury Fashion Business & Marketing

• Principles of business and management in fashion and luxury
• Marketing and communication channels
• Digital marketing & new media
• Fashion PR, promotion and brand storytelling
• Key aspects of fashion buying, merchandising and visual display

This course covers the main processes within the fashion and luxury business. It analyzes retail distribution, including a study of the target audience and the impact of pricing tiers on sales performance. The power of communication, the allure of the brand, and the creation of “aspirational desire” in fashion products are explored in relation to brand storytelling, PR and visual display across both traditional and online media.

The course also delves into key digital marketing channels, providing participants with tailored tools to communicate an authentic, aspirational, and emotionally engaging message, aimed at sustaining and consolidating brand image.

Furthermore, it addresses emerging trends in the fashion and luxury industries, such as sustainable fashion marketing, interactive customer experiences, and the role of technologies like artificial intelligence and virtual reality in shaping the consumer journey.

At the end of the course, participants will be able to apply the theoretical knowledge and practical skills gained in business and fashion management to develop and enhance their own digital marketing strategies.