Fashion & Luxury Brand Management

This course provides in-depth knowledge of branding specifically for the fashion and luxury goods 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 sale goals and fully apply the key strategies of luxury businesses. As well as concentrating on the intangible elements: customer relationships, the impact of social media and the consumer ‘experience’, the course makes a critical analysis of the more tangible elements of branding; product attributes (quality, features, and design), and the difference between brand image and brand identity, packaging and labelling. A successful luxury brand manager works on all of these aspects. The fashion industry placement within the programme, giving students the opportunity to put theory into reflective and purposeful practice within the field. Participants become experts in making key branding decisions including in brand extension and brand repositioning, and learn how to detect any weaker products in a collection.

Analysis of the target audience and marketing mix provides a solid grounding for brand strategy development together with research on how companies in the fashion and luxury market 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 e-commerce platforms – key to the success of luxury brands today. Along with the study of past styles and the analysis of current trends and forecasts related to “future-fashion”, participants are able to question how aesthetic expressions and interpretations of social and cultural trends influence positioning and brand image. Current issues in the fashion industry are also addressed such as neo craftsmanship and alternative business models, together with professional links direct with fashion companies; industry projects and guest speakers all assist to provide a detailed insight into the realities, and the opportunities, of fashion. 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 creative industries.

• Marketing, Communication and Branding
• Management and Strategy in Luxury
• Future of Fashion and Luxury
• Sociology, Contextual and Cultural Studies
• Corporate Social Responsibility
• Research Methods

The Master course in Fashion & Luxury Brand Management recognized by MUR (Italian Ministry of University and Research) at the school in Firenze is your pathway to become a distinguished leader within the luxury fashion industry.

The final project allows students to design strategies for branding, retail, and digital customer experiences tailored to today's consumer. The process begins with a thorough market and competitor analysis, followed by data collection and insights, ultimately leading to the formulation of objectives and strategies aimed at penetrating or expanding in the luxury market, engaging consumers across both physical and digital channels. Manage and enhance brand reputation, product excellence and value storytelling. 

Studying Fashion Business at Istituto Marangoni Firenze offers a remarkable opportunity, as the city’s prestigious Pitti Immagine trade fairs, nearby production centers, and rich heritage in craftmanship create an inspiring and practical environment for learning innovation.

Thanks to Istituto Marangoni's direct link with leading industry companies, students will have the opportunity to develop highly valuable projects for their professional growth. Some of the numerous international brands are: Balenciaga, Balmain, Giorgio Armani, Maison Margiela, Salvatore Ferragamo, Tod’s, Vogue, Fendi, Dior, Louis Vuitton.  

This course provides in-depth knowledge of branding specifically for the fashion and luxury goods 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 organisational management of a brand within the fashion organisation - this course addresses both areas; luxury branding together with business management and organisation skills. Participants learn how to adapt communication, marketing and promotional techniques to reach sale goals and fully apply the key strategies of luxury businesses. As well as concentrating on the intangible elements: customer relationships, the impact of social media and the consumer ‘experience’, the course makes a critical analysis of the more tangible elements of branding; product attributes (quality, features, and design), and the difference between brand image and brand identity, packaging and labelling. A successful luxury brand manager works on all of these aspects. The fashion industry placement within the programme, giving students the opportunity to put theory into reflective and purposeful practice within the field. Participants become experts in making key branding decisions including in brand extension and brand repositioning, and learn how to detect any weaker products in a collection. Analysis of the target audience and marketing mix provides a solid grounding for brand strategy development together with research on how companies in the fashion and luxury market develop their own interpretation of brand positioning and devise innovative strategies. The impact of social media has changed the face of communication and this course looks at finding the right balance between corporate brand image, new media and viral platforms – key to the success of luxury brands today. Along with the study of past styles and the analysis of current trends and forecasts related to “future-fashion”, participants are able to question how aesthetic expressions and interpretations of social and cultural trends influence positioning and brand image. Current issues in the fashion industry are also addressed such as neo craftsmanship and alternative business models, together with professional links direct with fashion companies; industry projects and guest speakers all assist to provide a detailed insight into the realities, and the opportunities, of fashion. 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 creative industries.

• Marketing, Communication and Branding
• Management and Strategy in Luxury
• Finance and Wealth Management
• Big Data, Analytics and Digital Disruption
• Luxury expansion and growth
• Future of Luxury
• Experiential Marketing
• Sociology, Contextual and Cultural Studies
• Corporate Social Responsibility
• Research Methods

This programme will teach you how to adapt communication, marketing and promotional techniques to reach sale goals and fully apply the key strategies of luxury businesses. As well as concentrating on the intangible elements: customer relationships, the impact of digital and social media and the consumer ‘experience’, the programmes presents a critical analysis of the more tangible elements of branding; product attributes (quality, features, and design), and the difference between brand image and brand identity, packaging and labelling.

The choice of fashion industry placement or professional project within the programme, gives you the opportunity to put theory into reflective and purposeful practice within the field of luxury. Participants become experts in making key branding decisions including in brand extension and brand repositioning, and learn how to detect any weaker products in a collection. Analysis of the target audience and marketing mix provides a solid grounding for brand strategy development together with research on how companies in the fashion and luxury market develop their own interpretation of brand positioning and devise innovative strategies. The impact of emerging technologies has changed the face of communication and this programme enables you to explore the right balance between corporate brand image, new media and viral platforms – key to the success of luxury brands today. 

• Luxury Fashion Marketing & Communication
• Digital Skills
• Strategic Luxury Branding
• Creative Branding & Innovation
• Luxury Supply Chain Management and Goods and services
• Managing Luxury and Finance
• Digital Transformation for Fashion
• Enterprise and Innovation

• Fashion & Culture
• Luxury Marketing Strategies
• Contextual and Cultural Studies
• Strategic Luxury Branding
• Research Methods
• Industry Placement
• Luxury Management
• Dissertation

This course provides in-depth knowledge of branding specifically for the fashion and luxury goods 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 organisational management of a brand within the fashion organisation - this course addresses both areas; luxury branding together with business management and organisation skills. Participants learn how to adapt communication, marketing and promotional techniques to reach sale goals and fully apply the key strategies of luxury businesses. As well as concentrating on the intangible elements: customer relationships, the impact of social media and the consumer ‘experience’, the course makes a critical analysis of the more tangible elements of branding; product attributes (quality, features, and design), and the difference between brand image and brand identity, packaging and labelling. A successful luxury brand manager works on all of these aspects. The fashion industry placement within the programme, giving students the opportunity to put theory into reflective and purposeful practice within the field. Participants become experts in making key branding decisions including in brand extension and brand repositioning, and learn how to detect any weaker products in a collection. Analysis of the target audience and marketing mix provides a solid grounding for brand strategy development together with research on how companies in the fashion and luxury market develop their own interpretation of brand positioning and devise innovative strategies. The impact of social media has changed the face of communication and this course looks at finding the right balance between corporate brand image, new media and viral platforms – key to the success of luxury brands today. Along with the study of past styles and the analysis of current trends and forecasts related to “future-fashion”, participants are able to question how aesthetic expressions and interpretations of social and cultural trends influence positioning and brand image. Current issues in the fashion industry are also addressed such as neo craftsmanship and alternative business models, together with professional links direct with fashion companies; industry projects and guest speakers all assist to provide a detailed insight into the realities, and the opportunities, of fashion. 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 creative industries.

• Marketing, Communication and Branding
• Management and Strategy in Luxury
• Finance and Wealth Management
• Big Data, Analytics and Digital Disruption
• Luxury expansion and growth
• Future of Luxury
• Experiential Marketing
• Sociology, Contextual and Cultural Studies
• Corporate Social Responsibility
• Research Methods

The course approaches luxury as both a cultural system and a measurable business environment. Students analyse brand, consumer and competitor data through researchmethods, KPIs and dashboards, then translate those insights into integrated marketing, media and storytelling strategies across digital and traditional channels. Advertising and consumer psychology, product development from conception to consumer and luxury retail operationsconnect strategic thinking with the full brand and product journey.

Financial, legal and organisational dimensions are embedded throughout the programme, from accounting and budgeting to licensing, intellectual property and trademark protection. Students also work with project management and merchandise planning tools — includingrange plans, collection boards and cost sheets — to convert strategic ideas into viablebusiness proposals. Customer relationships, social media influence and consumer experienceare considered alongside the tangible assets of branding.

Industry-facing projects, a supervised internship and a final dissertation bring these areastogether, enabling graduates to articulate and lead brand strategies suited to an international luxury market in continuous transformation.

Saudi students seeking support through the Cultural Scholarship Program must also submit a separate application through the Cultural Scholarship Platform. Applicants seeking a scholarship are required to complete both applications separately within the application period.

Deadline for application is November 4th.

*Kindly note that the Cultural Scholarship Platform is only working within the Kingdom of Saudi Arabia.