Executive Short Course · 6 weekends

20 Jul 2019 - 25 Aug 2019
tuition fee RMB 28.800

The luxury sector is one of the driving forces behind the fashion system.

It is also one of the most dynamic and innovative: new brands sit comfortably alongside classic names, new strategies are developed, new methods of communication and interaction with customers are outlined.

The course aims to provide participants with the tools they need to analyse the current trends in the luxury fashion segment in close detail, and understand how these are likely to evolve in the future.


Weekend 1 During weekend 1, the participants will study the meaning of luxury fashion today and how it is likely to develop in the future. They will analyse the economic and social trends, understanding its economic and social evolution and its influence on consumption in the luxury segment.

Weekend 2 Participants will analyse the meaning of the concept of luxury: what luxury means today in the fashion market (its characteristics and values), how it materialises in the various segments (clothing, accessories, cosmetics, jewellery, watches, home collections) and the competitive panorama.

Weekend 3 The brand strategies of the luxury fashion sector: the course will teach participants to recognise the main players in the luxury fashion industry and to become familiar with the strategies used by both the legendary luxury brands (Prada, Gucci, Salvatore Ferragamo etc.) and new, emerging brands. By identifying the winning strategic factors, participants will learn to understand how a winning market position can be achieved in the luxury fashion segment.

Weekend 4 Participants will examine the aspects relative to the communication of fashion and luxury brands, analysing and comparing the different communication systems of the fashion segments. They will also analyse luxury digital marketing by studying case histories and, where possible, attend presentations by companies from the industry.

Weekend 5 This weekend, participants will study the distribution of the luxury fashion product and the world of retail fashion both online and offline. They will analyse the internationalisation policies of the luxury fashion brands and the principles of distribution in relation to products, consumers and markets and the relative legal and contractual aspects.

Weekend 6 By outlining the possible evolutionary trends of the fashion and luxury sector, participants will learn to define the luxury fashion of tomorrow by performing a specific analysis of its possible forms in the future in terms of products and services, and its developments.



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