Luxury and Fashion Marketing

Marketing is gaining weight in luxury and fashion. However, traditional marketing often fails in those sectors. In luxury and fashion, marketing does not conform to standard theoretical formulae. Kapferer and Bastien created the term ?anti-laws of marketing? (2012) to express the specificity of those business models, which run contrary to most business models in other sectors.

In what relates to luxury, one of the main interests and learning goals of the course is to explore how the luxury business model can be so successful, although it does not follow the traditional principles of the market ? neither from the perspective of conventional marketing, nor from micro-economic theory. The course further questions the high performance of the sector in such turbulent times (post Covid context; war in Ukraine; high levels of inflation in developed markets; political, social and economic uncertainties in China ? the luxury biggest market so far).

In what relates to fashion, the aim of the course is to explore the challenges and opportunities of the (fashion) business model, initially established to address market trends and constantly changing customer preferences. Among the discussed topics, we question such business model through the light of resources scarcity, environmental and social sustainability challenges.

The Luxury and Fashion Marketing course is a deep dive into the luxury and fashion sectors and their so-called anti-laws of marketing, with a focus on marketing strategy, branding, and retailing. It is designed to provide participants with theoretical knowledge and practical experience for effective marketing management of luxury, fashion and premium businesses, brands, products and services.