MARKETING & COMMUNICATION FOR LUXURY
Planning marketing and communication strategies for a luxury brand means being able to effectively convey a brand’s values and identity, maintaining a market position consistent with the uniqueness and exclusivity intrinsic to luxury goods.
The Marketing and Communication for Luxury Summer school is designed to provide students with an in-depth understanding of the luxury market and introduce them to key marketing and communication concepts in relation to this complex field.
The course will take an in-depth look at positioning and target-audience theories and analyze specific case studies of some of the marketing and communication strategies adopted by the most renowned Luxury Brands.
Introduction and analysis of the concept of Luxury: Different understandings of Luxury through Place and Time variables
Luxury as means of communication: metaphor of the image projected towards the surroundings
Communication: Strongest campaigns, testimonials and celebrity-gossip
Fashion Luxury System: General analysis, strengths and criticalities
Brand Segmentation: International panorama and key factors of competition
Analysis of the positioning on reference markets
Placement strategies based on specific target customers
Analysis of luxury product distribution: new formats and the evolution of distribution and market potential of the five principal sales channels (retail, wholesale, travel retail, factory outlets and online sales)
Communication management: communication depending on social changes, evolution of advertising and the diffusion of digital environments
Analysing current market conditions and forecasting future scenarios