Master of Arts in Fashion & Luxury Brand Management

The brand manager’s role within the fashion luxury goods industry is to motivate, create desire, and build trust through various channels such as merchandising, marketing and several communication tools to meet the expectations of the Brand’s vision and strategy. This course provides in-depth knowledge of branding specifically for the fashion and luxury goods industries, applicable also to related products like cosmetics, spirits or jewels. Experts in luxury brand management know exactly where their products are positioned, fully understand their role in the market, and constantly analyse their relationships with customers. However, the task of the brand manager is not only to attract and retain consumers but also to improve the practical and organisational management of a brand within the fashion organisation - this course addresses both areas; luxury branding and business management and organisation skills. Participants learn how to adapt communication, marketing and promotional techniques to reach sales goals and fully apply the key strategies of luxury businesses. As well as concentrating on the intangible elements: customer relationships, the impact of social media and the consumer 'experience’.

The course makes a critical analysis of the more tangible aspects of branding, product attributes (quality, features, and design), and the difference between brand image and brand identity, packaging and labelling. Along with the study of past styles and the analysis of current trends and forecasts related to “future-fashion”, participants are able to question how aesthetic expressions and interpretations of social and cultural trends influence positioning and brand image. Sustainability (circularity) related contents and the values of innovation and entrepreneurship are highly embedded in the curriculum, obviously with respecting the countries' local identity. Industry projects and guest speakers all assist in providing a detailed insight into the realities and opportunities of luxury fashion.