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© ENSAIT 2007-2018
L'ENSAIT
Rentrée et Inscriptions
Les Formations
Mentions Légales
© ENSAIT 2007-2018
Ceci est une ancienne révision du document !
Code | Crédits | Période | CM | TD | TP | Exam | |
---|---|---|---|---|---|---|---|
SI-MARK01 | 1,5 | Semestre 8 | 16H | Option CMD |
Xianyi Zeng, Annick Jehanne
Introduction to the luxury industry:
This course will explain the development of western luxury brands, and the strategies implemented by the main international groups and brands in the fashion and leathergoods sector. Other sectors will also be presented: jewelry and watches, cosmetics, wines & spirits.
Fashion culture and design:
Fashion Brand DNA : what are the codes, values, image that result from the brands’ DNA ?
How do today’s fashion artistic directors use them whilst still making today’s trends ?
We will explore why and how it is generally accepted that the DNA content of a fashion brand in today’s market is part of a brand management strategy that is fundamental in building long term success.
Who is who in today’s top fashion houses? Who are the Artistic Directors for the major international designer & couture fashion brands ?
Fashion collection management:
Lectures and workshops
Mini projects
It is advised that the students read at least one of the following books :
In English
In French
English