Learn how fashion and luxury companies work and understand their brands, products, retail, and communication strategies. Travel through business models, international development, and product categories with industry influent experts. Adopting a case-study approach, the course presents strategic brand management in luxury and fashion companies as a balancing act: tradition vs. innovation, expertise vs. experimentation, casual vs. stylish; in order to increase the brand value by nurturing the brand heritage and at the same time staying fresh, relevant, and contemporary in the global marketplace. Topics such as the impact of new retail channels, new media channels, and new business declinations for the brand and emerging markets will be discussed in the course.
The Digital Challenge
Skills You'll Learn
Strategic Management, Business Model, Luxury Goods, Brand Management
Reviews
4.7 (4,804 ratings)
Apr 21, 2021
I am very much great full to Coursera that it gave me chance to learn so much with no investment. there so many thing that I learnt. Than you for every small knowledge and ideas that you shared.
Feb 4, 2016
very useful course, not only for Luxury industry. Many topics talked about are enlighted. After learning, I think I am more reasonable facing all fancy things and choose them more sophiscated.
From the lesson
Image Identity and the Communication Process: Key Activities, Decision Makers, the Challenge of Creating Digital Contents for Fashion and Luxury Brands
Week 4 will cover another very crucial topic: Communication. Communication per se is an extremely rich and broad topic and the fashion and luxury industry requires a specific and dedicated chapter as it encompasses unique aspects that need to be correctly addressed and understood.
Taught By
Erica Corbellini
Director
Stefania Saviolo
Director
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