Introduction to Fashion branding & Entrepreneurship

This course is structured over 4 weeks:

Week 1 – 20 hours

Analysis of the luxury market, both overall (performance, target audiences, etc.) and by specific categories (apparel, bags, shoes, jewelry, watches, etc.); identification of key evolving trends to build a solid reference framework.

Week 2 – 20 hours

Exploration of the essential elements that define a luxury brand on a concrete, conceptual, and emotional level; analysis of the brand strategies used by leading international players in the luxury sector.

Week 3 – 20 hours

Exploration of the main tools used to design and develop a successful luxury brand, including positioning maps, buyer personas, customer journey maps, and the business model canvas.

Week 4 – 15 hours

Application of the knowledge, skills, and tools acquired throughout the course to the student’s own business case.

Classes are scheduled as follows:

– Sunday to Thursday: one evening class per day (6:00–9:00 PM)

– Saturday: two classes (10:00 AM–3:00 PM)

This course is designed for entrepreneurs who have launched – or are planning to launch – their own brand in the fashion luxury sector (including apparel, accessories and jewelry,).

It provides a thorough understanding of both technical and theoretical concepts related to luxury, with the goal of supporting entrepreneurs in the design and development of their business. Participants will explore the historical evolution of the industry, the cultural significance of luxury goods, and the psychological drivers behind consumer behavior in this segment.

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 luxury brand.