MARKETING & COMMUNICATION FOR LUXURY
Elaborar las estrategias de marketing y de comunicación de una Luxury Brand significa transmitir eficazmente valores e identidad, manteniendo en el mercado una posición coherente con la promesa de unicidad y exclusividad propia de los bienes de Lujo.
La Summer School de Marketing & Communication For Luxury está pensada para proporcionar un panorama exhaustivo del mercado del lujo e introducir los elementos principales del marketing y de la comunicación en relación con este complejo sector.
Durante el curso se ahondará en las teorías del posicionamiento y del targeting y, a través del análisis de case-studies específicos, se analizarán las estrategias de marketing y comunicación adoptadas por las Luxury Brands más célebres.
PROGRAMME
Week 1
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
Week 2
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
