Participants learn how to adapt communication, marketing and promotional techniques to reach sale 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 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. The fashion industry placement within the programme, giving students the opportunity to put theory into reflective and purposeful practice within the field. Participants become experts in making key branding decisions including in brand extension and brand repositioning, and learn how to detect any weaker products in a collection. Analysis of the target audience and marketing mix provides a solid grounding for brand strategy development together with research on how companies in the fashion and luxury market develop their own interpretation of brand positioning and devise innovative strategies.

completed application form; signed personal statement; 2 passport-size photos; curriculum vitae; 2 reference letters; copy of a university diploma or school certificates with academic transcripts (for master course); or notarized photocopy of a graduation diploma and academic transcripts (must be equivalent to a UK bachelor degree) and their official translation in English, if in a language different than English (for the master’s degree courses at the London and Paris schools); *** copy of passport; portfolio (where requested); non-native English speakers need to provide a copy of the official English language certificate: the English language test score should be at least upper B2 at CEFR level – IELTS overall score of 6.5 with no elements below 5.5* – only for the Paris and London Schools.