LUXURY FASHION BRAND MANAGEMENT short course: 2 days
This short course introduces fashion students to the concepts and strategies of Brand Management utilized by the most iconic brands in the global Luxury Fashion industry. Specifically, it presents the business models and innovative strategic levers being currently implemented on a global scale, at the top management and operational levels, at top luxury, fashion and accessory brands.
The sessions will identify and assess, among others, the Brand Equity, Mission, Identity and Awareness levels necessary to establish new business partnerships outside of core businesses. Thereafter, the history and timing of natural, coherent product accessory and service brand launches into new categories, such as: Fashion, Footwear, Leather Goods, Perfumes & Cosmetics, Eyewear, Watches, Wearable Technology, Jewelry, Hotels, Automobiles, Yachts, and Airplanes, etc. will be presented. How a Brand properly transfers its creative codes onto another product or service will be discussed.
Starting with the contract and business plan, students will learn how luxury and fashion brands properly create new alliances and joint ventures through the strategic levers of Licensing, Brand Extension and Co-Branding. Finally, the operations responsibilities necessary to manage these partnerships and how these strategies can positively affect a Brand’s overall Strength will be analyzed. Case studies and seasonal offerings support each of the sessions.
Introduction to Brand Management, the Luxury industry
c. Vision, Mission, Identity
f. Luxury benchmarks (LV, Herme`s, Armani) Marketing, Licensing
i. Strategic brand management for growth
j. Introduction to Licensing
k. From contract to long-term relationship
l. Zegna, Apple
Luxury Licensing Lifecycle, Phases of Growth
a. From Core Business to Line Extension
c. Retail expansion
New Strategic Luxury Brand Management
f. Brand Extension
i. Balmain x H&M, L’Ore´al
j. Bulgari Hotels
Through the analysis of top international luxury Brand Management strategies, students will learn how to determine the Brand Equity levels necessary to compete profitably in the global marketplace. Identifying the strategic levers available to top management at the key benchmark brands to increase Loyalty, Awareness and Image assist students in understanding the keys to long-term decision- making process. In addition, students will understand the daily operations, seasonal calendar and specific responsibilities necessary to successfully launch new products/services and effectively manage partnerships with the key licensees in a competitive environment.
Prof. Piergiorgio Dal Santo
He is one of Europe’s foremost experts in Luxury and Fashion Interntional Brand Management. He has held for +20 years senior strategic management positions in sales, marketing, communication and licensing for top international luxury, fashion and accessory brands while based in Europe and the USA. Since 2008, Piergiorgio is President of PGDS Consulting Milan, where he advises international brands on international business development activities, with a focus on the China and India markets. Piergiorgio has assisted many well-known brands in strategically expanding their business interests, while creating cross-border partnerships, mergers & acquisitions and alliances between companies.
He is Chief Researcher and Educator for the Fortune Character Institute and Co-Secretary of the Luxury in China Summit (Shanghai), which presents the annual High Net Worth Individual consumer research called the China Luxury Report. Piergiorgio is also visiting professor in Luxury Brand Management and Fashion Marketing at major universities in Europe (London College of Fashion, IUM Montecarlo, University of Padova) and holds master classes in China and the USA. Prof. Dal Santo is often a keynote speaker at fashion and luxury industry events.
He holds a BBA degree in Marketing from Texas Tech University (USA), speaks fluent English, Italian, French, German and is based in Milan, Italy.
/O que Inclui
Rio de Janeiro - RJ
/Empresas que já realizaram os nossos cursos:
Rede Globo, Embraer, Iguatemi, Carla Amorim, FG, , Chanel, LVMH, Dior, Pedro Lourenço, Dona Santa, Air France, Lider aviação, Global aviation, Pernod Ricard, Diageo, Apple, Forbes, Veja, Wish Report, Valor, O Globo, Gazeta do Povo, Tam, Marie Claire, Cyrela, Tania Bulhões, Safra, Citibank, Sofitel, Unique, Tramontina, Santa Teresa, Windsor, Daslu, Hugo Boss, NK Store, Ferretti, Regatta, Audi entre outras.
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