This class exists in these courses :
• IÉSEG > MSc in Fashion Management > Semester 2 > 2,00 ECTS

Prerequisites

The students must have been previously exposed to marketing principles. Notions of customer relationship marketing, visual merchandising, advertising and communication are welcome.
The course covers luxury store economics, so the students must not dislike figures.
Common sense, curiosity and good observation skills are required.

Learning outcomes

- Understand retail and wholesale dynamics in the luxury industry and easily manipulate related concepts
- Develop a comprehensive retail / wholesale strategy for a luxury brands.
- Define the best adapted distribution model according to your brand development.
- Understand the way long term and short term objectives as set for a brand in terms of profit, sales, image.
- Design and implement a consistent strategy combining store location and design, product assortment, merchandising, pricing.
- understand the key success factors to run a retail business efficiently (store organisation, team Management etc..
- Follow and evaluate performance on regular basis / take correctives measures if needed
- Be aware of career opportunities in retail and be able to size them.
- Organize change management processes
- Convey powerful messages using contemporary presentation techniques
- Demonstrate an expertise on key concepts, techniques and trends in their professional field
- Formulate strategically-appropriate solutions to complex and unfamiliar challenges in their professional field

Course description

I. Introduction to Branding.
Brand Equity definition.
II. Operating a retail business.
Linking Brand Image and Brand Instore experience.
III. E-Retail
A fundamental switch in consumer behaviour.
IV. Operating a wholesale business.
Creating value while developing a wholesale distribution model.
V. An hybrid alternative: Wholetail?

Class type

Class structure

Teaching methods

• Case study
• Interactive class
• Presentation
• Project work

Assessment

The course is meant to be interactive and field-oriented. Participation is important. ("Fashion News" => each week a student briefly presents a piece of news from the fashion world such as opening of a store, new comer on the market etc).
The case study is based on the assessment of a Brand's distribution network. It will take place during a "Retail vs WS Student challenge". More info to come

Recommended reading

• Luxury Retail Management, Michel Chevalier and Michel Gutsatz, Lovemarks, The future beyond Brands. Kevin Roberts. -

• Rethinking Prestige Brand, Secrets of the Ueber Brands. Wolfgang Schaeffer / JP Kuehlwein. -

• Retail Management: a Strategic Approach, Barry Berman and Joel R. Evens Au bonheur des dames, Emile Zola, 1883 -