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
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Skills You'll Learn
Strategic Management, Business Model, Luxury Goods, Brand Management
Reviews
MS
Jul 26, 2017
A very complete and excellent course for people interested in fashion business and how it works globally. Would definitely recommend it for people starting and that want to stay updated.
CC
Nov 17, 2017
Very interesting, with significant case studies, to the point and neatly explained. A very useful integration to Luxury Brands notions one may have. Thank you for providing the material.
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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