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 in luxury goods.

The Marketing & Communication for Luxury Summer Campus’ focus is 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 will analyse specific case studies of marketing and communication strategies adopted by the most renowned luxury brands.


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
Week 2
  • Analysis of the positioning of reference markets
  • Placement strategies based on speci c target customers
  • Analysis of luxury product distribution: new formats and the evolution of distribution and market potential of the ve main sales channels (retail, wholesale, travel retail, factory outlets and online sales)
Program taught in:
  • English
  • Italian

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Last updated May 3, 2019
This course is Campus based
Start Date
Oct 2019
2 weeks
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Start Date
Oct 2019
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Oct 2019

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