专业奢侈品时尚

Luxury Fashion for Professionals

高阶短期课程

六周周末

奢侈品领域是全球时尚系统发展的重要推动因素之一,同时也是最有活力和创新力的领域:新品牌与经典品牌共存,新战略不断涌现,新的传播和客户互动战略异军突起。本课程旨在指导学员如何深入分析奢侈品时尚行业的最新潮流并理解其发展方向。

第一周
学员将学习当下奢侈品时尚的含义以及其未来可能的发展趋势。分析经济社会趋势,了解该细分行业的经济社会演进史以及其对奢侈品行业消费状况的影响。

第二周
学员将深入学习并分析奢侈品这一概念,如:奢侈品在当今时尚市场的意义(特点和价值),奢侈品如何投射于各细分市场(时装,配饰,化妆品,珠宝,手表,家居系列等)以及市场整体竞争情况。

第三周
奢侈品时尚行业品牌战略:本周课程将指导学生了解奢侈品时尚行业中的主要大牌并熟知经典老牌(普拉达,古驰,菲拉格慕等)以及新兴品牌 的经营战略。学员将分析具有决定意义的战略要素,学习成功的市场战略,从而了解并掌握如何在奢侈品时尚行业赢得市场地位。

第四周
学员将研究时尚和奢侈品品牌的传播策略及内容,分析并比较不同时尚细分市场的传播体系。研究案例品牌的历史,分析奢侈品牌数字营销战略以及参加由领先行业的品牌或公司所举办的讲座。

第五周
学员将学习奢侈时尚产品的分销以及线上线下的时尚零售市场。分析奢侈时尚品牌的国际化策略以及与产品分销原则,消费者,市场,法律和合同订立等相关主题。

第六周
学员将通过概括奢侈品时尚行业的发展趋势学习分析未来行业的产品,服务及发展。

高阶短期课程适合有一定相关基础或者有相关工作经验的学员

Executive Short Courses
6 Weekends

The luxury sector is one of the driving forces behind the fashion system. It is also one of the most dynamic and innovative: new brands sit comfortably alongside classic names, new strategies are developed, new methods of communication and interaction with customers are outlined. The course aims to provide participants with the tools they need to analyse the current trends in the luxury fashion segment in close detail, and understand how these are likely to evolve in the future.

Weekend 1
During weekend 1, the participants will study the meaning of luxury fashion today and how it is likely to develop in the future. They will analyse the economic and social trends, understanding its economic and social evolution and its influence on consumption in the luxury segment.

Weekend 2
Participants will analyse the meaning of the concept of luxury: what luxury means today in the fashion market (its characteristics and values), how it materialises in the various segments (clothing, accessories, cosmetics, jewellery, watches, home collections) and the competitive panorama.

Weekend 3
The brand strategies of the luxury fashion sector: the course will teach participants to recognise the main players in the luxury fashion industry and to become familiar with the strategies used by both the legendary luxury brands (Prada, Gucci, Salvatore Ferragamo etc.) and new, emerging brands. By identifying the winning strategic factors, participants will learn to understand how a winning market position can be achieved in the luxury fashion segment.

Weekend 4
Participants will examine the aspects relative to the communication of fashion and luxury brands, analysing and comparing the different communication systems of the fashion segments. They will also analyse luxury digital marketing by studying case histories and, where possible, attend presentations by companies from the industry.

Weekend 5
This weekend, participants will study the distribution of the luxury fashion product and the world of retail fashion both online and offline. They will analyse the internationalisation policies of the luxury fashion brands and the principles of distribution in relation to products, consumers and markets and the relative legal and contractual aspects.

Weekend 6
By outlining the possible evolutionary trends of the fashion and luxury sector, participants will learn to define the luxury fashion of tomorrow by performing a specific analysis of its possible forms in the future in terms of products and services, and its developments.

Executive short courses are suited to those with skills already obtained through prior learning or through working in the disciplines or in a related context.