Join the Fashion & Luxury Brand Management programme at Istituto Marangoni Firenze. This highly specialised postgraduate course will support your career in the fashion, luxury and creative industries. You will gain valuable merchandising, marketing, and communication skills to meet a luxury brand’s expectations, vision and strategy.
The brand manager’s role within the fashion luxury goods industry is to motivate, create desire, and build trust through various channels in merchandising, marketing and communication in order to meet the expectations of a luxury brand’s vision and strategy.
LEARNING FOCUS
- Marketing, Communication and Branding
- Management and Strategy in Luxury
- Future of Fashion and Luxury
- Sociology, Contextual and Cultural Studies
- Corporate Social Responsibility
- Research Methods
CAREER PATHS
- Communication Manager
- Brand strategist
- Brand Manager
- Merchandiser
- Business Analyst
- Digital Marketing Manager
VALIDATIONS
AFAM
Participants who successfully complete this Master programme will be awarded with a First Level Academic Master Diploma. Recognised by MUR (Italian Ministry of University and Research) as an academic diploma equivalent to a university postgraduate level Master degree, participants will obtain 60 CFA (crediti formativi accademici) equivalent to 60 ECTS credits. Pathways available in Milano ‘Fashion Design with Womenswear Pathway’, ‘Fashion Design with Menswear Pathway’ and ‘Fashion Design with Activewear Pathway’ are a specialisation of the main course recognised by MUR ‘Fashion Design’. The final diploma awarded will state the main course title.
DISCOVER THE COURSE
This course provides in-depth knowledge of branding specifically for the fashion and luxury goods industries. Experts in luxury brand management know exactly where their products are positioned, fully understand their role in the market, and constantly analyse their relationships with customers. However, the task of the brand manager is not only to attract and retain consumers, but also to improve the practical and organizational management of a brand within the fashion organization – this course addresses both areas; luxury branding together with business management and organization skills.
Participants learn how to adapt communication, marketing and promotional techniques to reach sale goals and fully apply the key strategies of luxury businesses. As well as concentrating on the intangible elements: customer relationships, the impact of social media and the consumer ‘experience’, the course makes a critical analysis of the more tangible elements of branding; product attributes (quality, features, and design), and the difference between brand image and brand identity, packaging and labelling. A successful luxury brand manager works on all of these aspects. The fashion industry placement within the programme, giving students the opportunity to put theory into reflective and purposeful practice within the field. Participants become experts in making key branding decisions including in brand extension and brand repositioning, and learn how to detect any weaker products in a collection.
Analysis of the target audience and marketing mix provides a solid grounding for brand strategy development together with research on how companies in the fashion and luxury market develop their own interpretation of brand positioning and devise innovative strategies. Among other things, social media has changed the face of communication and this course looks at finding the right balance between corporate brand image, digital media and e-commerce platforms – key to the success of luxury brands today. Along with the study of past styles and the analysis of current trends and forecasts related to “future-fashion”, participants are able to question how aesthetic expressions and interpretations of social and cultural trends influence positioning and brand image.
Current issues in the fashion industry are also addressed such as neo craftsmanship and alternative business models, together with professional links direct with fashion companies; industry projects and guest speakers all assist to provide a detailed insight into the realities, and the opportunities, of fashion. This course is for participants that have previous undergraduate level study or proven work experience, completing the course with branding and management skills for various positions within the fashion, luxury and creative industries.
BOF – BADGE OF EXCELLENCE
Badges of Excellence recognise a school’s strengths in four key areas: Best Overall, Best in Global Influence, Best in Learning Experience and Best in Long-Term Value.
Global Influence – The global reputation and influence of a school, based on the selectivity of a school in admitting applicants and the enrolment rates of admitted applicants.
Long-Term Value – The students’ preparedness for the real world, based on student progression rates provided by the schools, assessing student satisfaction around employment, career preparedness and accessibility of alumni.
An Overall BoF Score was then awarded to each institution based on the sum-weighted score across all three key indices.
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