The aim of the course is to sensitize students to a sector where creation and innovation are a driving force, as well as giving them the keys to understands its specificities and codes. The purpose of the course is to take a stock of this sector, that as experienced many transformations in recent years.
This course is supported by many case studies that replace its topic at the heart of today’s preoccupations. Students will be evaluated based on a group case study that will be presented to the class.
Definition of the luxury universe and of the different aspects of its marketing (product, branding, communication, development, distribution).
Characteristics of the luxury universe in terms of marketing tools and international development.
Identification of tomorrow's challenges for luxury brands (millenials, technology, sustainable development).
After years collaborating with leading fashion brands in the perfume and cosmetics industry, as well as advertisers, Aline Pozzo di Borgo now works as a consultant in this sector. From product manager to marketing director for international brands (Saint Laurent, Payot, Carolina Herrera, Jean Paul Gautier…), her objective is to understand, analyze, manage and develop these brands. She would like to share this experience whit students that would like to follow this difficult but wonderful path.