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MARKETING
 COMMUNICATION FOR LUXURY

MARKETING
 & COMMUNICATION FOR LUXURY

 

Planning marketing and communication strategies for a luxury brand means being able to effectively convey a brand’s values and identity, maintaining a market position consistent with the uniqueness and exclusivity intrinsic to luxury goods.

The Marketing and Communication for Luxury Summer school is designed to provide students with an in-depth understanding of the luxury market and introduce them to key marketing and communication concepts in relation to this complex field.

The course will take an in-depth look at positioning and target-audience theories and analyze specific case studies of some of the marketing and communication strategies adopted by the most renowned Luxury Brands.

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

DOWNLOAD THE SUMMER FASHION SCHOOL 2014 BROCHURE

PIANO DI STUDI

ENTRY REQUIREMENTS

ENTRY REQUIREMENTS

 

On presentation of the enrolment application, account will be taken of previous educational and professional qualifications in the disciplinary area of the chosen course. Candidates will be informed regarding their application within 5 days of receipt.

To access the courses you must submit the following documents:

  • Admission form
  • Photocopy of the passport or ID card
  • Certificate of previously acquired academic qualifications
  • Proof of payment of the participation fee
  • 2 passport-size photos

 

ADMISSION FORM SUMMER CAMPUS

PRACTICAL INFORMATION

PRACTICAL INFORMATION

 

The number of students admitted to the course is limited and enrolment will be possible until all positions are filled.  

ATTENDANCE

Duration: 2 weeks
Weekly attendance: every day from Monday to Friday

Session I:
Session II:
Session III:
Session IV:

LANGUAGE OF STUDY

Classes will be held in Italian with simultaneous translation into English or entirely in English.

 

PARTICIPATION FEE

Course fee without accommodation: 1.800 Euro (Included 500 Euro Registration Fee)
Course fee with accommodation: 2.800 Euro (Included 500 Euro Registration Fee)

 

 

SCHOLARSHIPS

Haute Future Fashion Academy offers a wide range of scholarships for deserving or talented students. Scholarships are provided for the following programmes: the Master Programs, Three-year Courses, and One-year Courses and cover (fully or partially) the Course Fee.

Documentation for applications should be sent to the following e-mail address: This email address is being protected from spambots. You need JavaScript enabled to view it.

  • Documents required
    • Admission Form
    • Photocopy of the passport or ID card
    • Certificate of academic qualifications diploma, degree or transcript -  Foreign students must enclose an official translation in Italian or English together with the original certificate
    • Presentation of the Portfolio (only when required by the chosen course)
    • Curriculum vitae
    • Signed Covering letter (including the scholarship request and indicating the Summer Course the candidate is applying for)
    • Reference letter
    • 2 passport-size photos

The application documentation will be examined by an internal commission, the scholarships will be awarded and communicated following  the ranking defined by the commission.

 

 

INTERNATIONAL STUDENTS INFO

ENTRY VISA
Foreign citizens who are from a country that is not part of the European community and intend to remain in Italy for more than 90 days must request an entry visa at the Italian Embassy or Consulate in their country of origin or in the country in which they permanently reside.
For more information please see: Entry Visa


CODICE FISCALE
A "codice fiscale" is a unique alphanumeric code allocated to you. These codes are used for both identification and tax purposes throughout Italy.
For more information please see: Fiscal Code


RESIDENCE PERMITS
Residence Permits are indispensible for people living in Italy, whether they are attending school or planning to work in Italy. Residence permits for students can be converted into work-related residence permits, and can form the basis for requesting Italian citizenship after having been a resident in Italy for a number of years.
For more information please see: Residence Permits


REGISTERING WITH THE "ANAGRAFE"
Students from EU member states, from Switzerland, Norway, Iceland and Liechtenstein who intend to stay in Italy for more than 90 days must register at the local "anagrafe" offices of where they are staying.
For more information please see: Registering with the Anagrafe


HEALTH COVER
Registration in the Italian National Health Service (S.S.N.) ensures foreign nationals, EU or otherwise, access to a level of health care that, by law, is equal to that enjoyed by Italian citizens.
For more information please see: Health Cover


CURRENT ACCOUNT
Foreign students studying in Italy can open a current account at any bank or post office. Using a current account to transfer money from abroad costs much less than with Money Transfer Agencies.
For more information please see: Current Account

LUXURY BAG DESIGN

LUXURY BAG DESIGN

 

For women, a bag is a fashion statement as well as a practical and comfortable solution they carry with them at all times throughout the course of everyday life.
 
Bags are an indispensable accessory; they celebrate personality and represent a true object of desire able to satisfy all needs and aesthetical cravings. It is an object that has also captured men's attention, particularly in the last few years.

The Luxury Bag Design Summer School Course is designed to provide an approach to the world of bags in a professional and tangible manner, providing fundamental expertise about design techniques, an in depth look at material and fabric selection, and an analysis of production techniques, trends, and decorative styles that are all part of this important accessory's history.

PROGRAMME

Week 1

Fashion Trends & Markets Analysis of Luxury Accessories
Historical research: Explore and exploit past Fashion trends
Creative research: Learn how to find inspiration for designs from art and nature, when travelling, in films and literature

Analysis of target consumers
The planning of a collection: Preliminary lay-out, organisation and development of a Luxury Bag Collection

Week 2

Workshop: Introduction to Digital Design Software
Preparation of the Luxury Bag collection book: materials, shapes, technical sheets
Presentation of the final project

 

 

 

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