Fashion Business & Marketing for Luxury
PATHWAY* · MARKETING FOR LUXURY
Additional study for core course · 2 week
Learn some of the key marketing and communication strategies for international ‘high-end’ consumers in the luxury fashion and design industries. On this course participants discover how companies determine the best marketing strategies of luxury brands and products by understanding the power of communication, the seduction of the brand, and the creation of ‘aspirational desire’ necessary to successfully market to consumers of luxury.
Participants begin by looking at the role and responsibilities of the Marketing Manager of top luxury companies, learning how they optimise economic, distribution, and production aspects of luxury products through successful communication and digital marketing methods. The course looks at how luxury companies communicate to the target audience, as well as communicate brand awareness above and beyond their target group.
The course moves quickly onto provide an overview of fashion advertising, public relations and visual display in both traditional and online media, giving participants key tools to communicate an authentic, aspirational and emotional message, aimed at sustaining and consolidating a luxury brand image. The impact of social media has changed the face
of communication and participants will also evaluate the impact of new media and viral platforms – key to the success of luxury brands today. At the end of the course participants will have gained an insight into the work of marketing for luxury, with key notions that turn luxury services and goods into new iconic objects of prestige and desire.
*Pathways are 2 week study courses that focus on a particular theme or skill within a ‘core’ study area. Participants choose pathways as an add-on to their core course in order to undertake further study in their chosen subject.
The core module in Fashion Business introduces some of the key managerial skills necessary to implement marketing and brand strategies for luxury and life-style companies. With a special focus on Made in Italy, participants learn about the critical success factors in fashion industries such as textiles, apparel, accessories, cosmetics, eyewear and jewellery.
COURSE THEMES · CORE COURSES
Participants begin with an analysis of economic and social trends: understanding economic and social evolution and how this influences fashion consumption. The week also includes new markets and how fashion can evolve in them through expansion strategies: new brands, luxury brands and distribution chain stores, as well as style comparison.
This week covers an overview of fashion: textiles, clothing, accessories, cosmetics, eyewear and jewelry. Participants will look at critical factors defining the success of some leading Italian brands such as Prada, Gucci, Dolce & Gabbana, including commercial international distribution chain stores such as Zara and H&M, and sportswear chain stores for example Nike. Product placement via competitor analysis is also explored as well as the fundamentals of strategic marketing.