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Course Description
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Fashion and Luxury Goods Marketing
Ecole Supérieure du Commerce Extérieur (ESCE Paris)
Paris, France

Subject Area(s) Level(s) Instruction in Credits Contact Hours Prerequisites
Cultural Studies, Fashion Marketing, Marketing 100 English 1 16 None

This course looks at the Fashion & Luxury Goods market with a particular emphasis on iconic French brands such as Chanel, Dior and Yves Saint Laurent. Beginning with key concepts and a look at the historical background of the industry, students will study different sectors including Grand Couturier, Jewelery and Perfume. The course will use case studies to understand the marketing strategies used to target the unique customer profile found within the luxury goods industry. Areas of study will include brand management, product portfolio and pricing, marketing and communications, and advertising analysis. This course is also taught in English.

This course will include the following topics:

• Key concepts & historical background of fashion & luxury goods
• Consumer profile
• French Grands Couturiers: Chanel, Dior, Yves Saint Laurent
• Jewelry & perfume industry
• Marketing luxury products
• Brands-Product Portfolio & Pricing
• Integrated marketing communications for luxury brands
• Advertising analysis

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