What is fashion? What is luxury? Fashion is a form of art or business? And luxury, does it exist yet in the twenty-first century, or its genetic mutation, imposed by the spread of the affordable luxury of '80s, as a means of brand extension, has come to an end? The Master in Luxury Marketing Management answers these and other questions, examining closely the fashion market, its interpreters, the different business models and industry communication. Participants experience the luxury concept in different socio-cultural contexts and identify the strategies of seduction and expansion applied by the big brands in mature markets and in the BRIC economies, through the study of the monopoly exercised by the great signs of the luxury industry in sectors such as fashion, automotive, yachts, watches, lifestyle, food & beverage, gateways.
THIS PROGRAM IS TAUGHT IN ENGLISH
Entry Requirements: The Master in Luxury Marketing Management considers applicants having a relevant Honours degree or an equivalent academic qualification in economics, communication, sociology, fashion, creative disciplines who wish to acquire practical knowledge and expertise in the luxury sector.
Structure and Methodology: The Master analyzes the fashion system as a contemporary industry that finds great opportunities for development thanks to a new way of understanding the marketing mix: the fashion product of the third millennium is sophisticated but wearable, original but timeless; the price is affordable but a "mental" discriminant for the target; distribution is global, yet maintaining a strong local recognition with a consequent customization of the product in different markets; communication makes use of the new marketing models (digital and social networks, blogs, viral communication, sensory communication, video communication) and the power acquired by the reputation of the brand in the consumer's mind.
The Master in Luxury Marketing Management analyzes luxury as an artisanal creation, the result of tradition, innovation, know-how, quality, both intrinsic and perceived. Luxury is also investigated as an economic instrument that promotes social distinction influencing purchasing decisions, but also as an exercise of the industrial power that sees the highest growth potential. The sectors of the luxury industry examined are: fashion, design, art, jewelry, watches, beauty, travel, accommodation, yachts, private aircrafts, cars, private banking, real estate and personal services.
The Marketing & Branding unit will cover subjects, such as distribution policies, the value of the leading international brands in the fashion industry, the suggestion of the life style in the communication of the brand and the product.
The course analyzes the behaviors and needs of consumers, the trends, the development of luxury items, the approaches to marketing, sales and customer satisfaction based on the Internet and social media. Students will learn the use of apps, m-sites, and social media for making international campaigns.
Together with anthropology, art and fashion, psychology, color theory, students will examine the contemporary fashion, brands and international designers, protagonists of current trends, and key factors to be able to interpret the dynamics of the industry today and in the near future.
The course includes communication in the fashion industry and subjects such as strategic planning, advertising, the basics of journalism, creative writing, the copy writing, editing, and graphics.
Of particular importance are the analysis of the work of the press office, the media relations and public relations, sponsorships, direct product and brand communications through an event.
The Master ends with the Final Project realized on a chosen topic among seminars and presented in a personal portfolio, aimed at checking the skills acquired.