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

Pré requis

Strong fundamentals in offline marketing and fashion luxury retail culture

Objectifs du cours

Have a better overview and a clear understanding of digital marketing triggers that can be leveraged in the fashion industry
- Understand the different digital touch points in the definition of the fashion customer journey
-Identify the new media classification in a digital age environment and the complementarity between offline and online triggers
- Understand the role of each digital marketing trigger
- Implement the basic tactics of SMO, SEO and e-mailing in the fashion industry
- Breakdown complex organizational problems using the appropriate methodology
- Construct expert knowledge from cutting-edge information
- Effectively apply in-depth specialized knowledge to take advantage of contemporary opportunities in their professional field
- Be a reference point for expertise-related questions and ambiguities

Contenu du cours

ntroduction/ The Vision
1. The Luxosphere :
1.1. The digital fashion luxury market
1.2. Digital & Luxury : the paradox - Why coming so late ?
1.3. New Consumer typologies & purchasing behaviours

2. Strategic recommandations
2.1. POEMS Digital Marketing strategies for the Fashion industry & traffic acquisition technics
2.2. Fashion brands and The Social Web
2.3. Search Engine Marketing and E-mail Marketing fundamentals
2.4. Fashion Luxury and Mobile Marketing
2.5. Fashion Pure-players as e-commerce spearheads

3. Prospective
3.1. Numerical senses
3.2. Augmented reality, Virtual Made to Measure and connected sales staff
3.3. Holography, 3D Printing and Connected Luxury High Tech
3.4. Big Data, AI and CRM
3.5. Responsive retail and Omnichannel strategies

Conclusion & KPI's

Modalités d'enseignement

Organisation du cours

Méthodes pédagogiques

• Case study
• E-learning
• Presentation
• Project work

Évaluation

Students will have to implement a digital Marketing strategy for a brand (could be a product launch or any topic related to a digital marketing problematic)

Bibliographie

• The Art of Social Media Guy Kawasaki (Diateino 2015) -

• SEO 2016: Learn Search Engine Optimization (2016) -

• Email Marketing Fundamentals: Learn how to build and optimize successful email marketing campaigns (2016) -

• The Fundamentals of Digital Fashion Marketing (2017) -

Ressources internet

• L2Inc

• Business of Fashion

• Luxury Daily

• Bain & Company- Altagamma 2017