What is fashion? What is luxury? Does fashion exist in luxury and luxury in fashion, or are they two separate and distinct worlds? Is fashion an art form or is it business? Does luxury still exist in the 21st century, or has its genetic mutation – imposed by the spreading of the ’80s affordable luxury as a means of brand extension – decreed its own demise? Is luxury still the cultural expression of a world of craftsmanship and visionariety, which is the interpreter of tradition that seduces thanks to its innovative abilities?
The purpose of this Master is to answer these and more questions by closely examining the fashion market, its interpreters, the different business models, the communication in the fashion industry. The concept of luxury will be examined in different socio-cultural contexts, and the strategies of seduction and expansion employed by the big brands in mature markets and in BRIC economies will be identified through the study of the monopoly exerted by the big luxury industry cartels in the fields of fashion, automotive, yachts, watches, lifestyle, food & beverage, gateways.
The Master targets the fashion and luxury industries. The fashion system conceived as a contemporary industry that finds great opportunities for development, mainly thanks to a new way of understanding the marketing mix: the fashion product of the third millennium is refined but wearable, original but timeless, the price is affordable and represents a discriminating factor in the target (a “mental” discriminating factor actually), its distribution (place – focus on BRICS) is international, global indeed while still retaining a strong local recognition resulting in a product customization in different markets, communication makes use of new marketing models (digital, social networks, blogs, viral communication, sensory communication, video-communication) and of the power acquired by the reputation of a brand in the consumer’s mind.
Luxury, instead, is analysed as a handcrafted creation which is the result of tradition, innovation, know-how, both intrinsic and perceived qualities, economic instruments, a desire promoting social distinction by influencing purchasing decisions, but also as an exercise of power and as an industrial sector which sees the highest growth margins (EBITDA). We will study the distribution policies, the luxury marketing pyramid, brand value, the suggestion of lifestyle in the brand and product communication.
- FASHION AREA
- LUXURY AREA
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Last updated April 13, 2016