The objective of the course is to make students aware of a sector where creation and innovation are driving forces, and at the same time give them the fundamentals that will allow them to understand its particularities and codes. The purpose of this course is to take stock of this sector which has undergone many changes in recent years.
It will revolve around 3 axes:
Before tackling the different aspects of marketing (product, brand, communication, development and distribution), we will define the contours of the luxury universe. Then we will study the specifics of this universe: how do we use marketing tools according to the sectors, how a brand develops but preserves its exclusivity, how does it develop internationally. Finally, we will identify the challenges of tomorrow: luxury and millennials, luxury and technology, luxury and sustainable development.
The course is based on numerous cases which will place the subject at the heart of the news. Students will be assessed on a dossier (case study) to work on and presented as a group.
After years spent rubbing shoulders with the big names in fashion through the perfume and cosmetics industry, with the advertiser or in an agency, it is today as a consultant that Aline Pozzo di Borgo works in this universe which has known great evolutions. From product manager to marketing director within international brands (Saint Laurent, Payot, Carolina Herrera, Jean Paul Gaultier…), his objective is to understand, analyze, manage and develop these brands. It is this experience that she wishes to transmit to students who would like to embark on this difficult but oh so engaging path.