ISTITUTO MARANGONI - PARIS

MA Fashion and Luxury Brand Management

The MA Fashion and Luxury Brand Management provides in-depth knowledge of branding specifically for the fashion and luxury goods industries. 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 and this course addresses both areas; luxury branding together with business management and organisation skills. You will 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 digital and social media and the consumer ‘experience’, the programmes presents a critical analysis of the more tangible elements of branding; product attributes (quality, features, and design), and the difference between brand image and brand identity, packaging and labelling. A successful luxury brand manager works on all of these aspects.