Ce cours apparaît dans les formations suivantes :
• IÉSEG > MSc in Fashion Management > Semester 1 > 2,00 ECTS

Pré requis

- Understanding strategic growth,
- Open mind on other industries,
- Creativity,
- Sensitivity to luxury products,
- Operational marketing
- Financial and management skills

Objectifs du cours

Demonstrate an international mindset
Successfully collaborate within an intercultural team

Contenu du cours

Understand brand extension: from fashion to cosmetic industry.
After a successful collaboration with By Redo, Offwhite is considering to develop its own fragrance line
You will have to:
- Immerse in the cosmetic and more precisely fragrance industry
- Develop the line of product or the product ( according to your strategy)
Including: defining the olfactive family, chose the design of the bottle and secondaty packaging, find the essence supplier and manufacturer, construc your product offer ( line or mono product, content, concentration, unisex…)
- Prepare the distribution strategy worlwide on a 3 years plan
Understand brand extension: from fashion to cosmetic industry
After a successful collaboration with By Redo, Offwhite is considering to develop its own fragrance line
You will have to:
- Immerse in the cosmetic and more precisely fragrance industry
- Develop the line of product or the product ( according to your strategy)
Including: defining the olfactive family, chose the design of the bottle and secondaty packaging, find the essence supplier and manufacturer, construc your product offer ( line or mono product, content, concentration, unisex…)
- Prepare the distribution strategy worlwide on a 3 years plan
- Define you price versus the competitors and your own product quality
- Establish a communication plan including celeb, influencers and social media support
- Create the launching event ( in detail and supported by a budget defined after primary research)
- Display a coherent forecast and an income statement over 3 years
Think a bout future growth

Modalités d'enseignement

Organisation du cours

Méthodes pédagogiques

• Case study
• Coaching
• Interactive class
• Project work

Évaluation

You will be in charge to develop and commercialize a lien of fragrance of a fashion brnad wishing to opertate brand extension.

Bibliographie

• Perfumes Essence and Alchemy: A Natural History of Perfume Mandy Aftel - Luca Turin

• The secret of Chanel No. 5 - Tilar Mazzeo

Ressources internet

• l'Oréal finance report

• Deloitte

• Firmenich

• Forbes