Whether it’s about a concept store or an epicenter, a department store or a luxury boutique, a mono brand store or a bespoke service, this master’s course provides the complete toolbox of techniques needed for managing the retail shopping experience, which, in the luxury sector always transcends the mere commercial transaction to become a real emotional experience.
Online sales are now exceeding those of physical stores, and these need to be integrated into one system that includes all channels in order to provide customers with a seamless shopping experience across different touch points. On the other hand, luxury stores tend to reach a monumental, almost religious status, with more and more media for communicating the brand and marketing its products. Here, architectures full of meanings become central. No more guerrilla or pop-up stores. These techniques, once external and alternative, are now internal and fully integrated with shapes, surfaces, colours, sounds, lights, smells, human relations, all the tangible and intangible weaponry that can make the difference to boost sales.
This master’s course answers the questions anyone willing to work in the luxury industry should ask: why, when luxury is so superficial, is it instead necessary? What differentiates luxury from the other segments? What should I sell? Where and how should I set up my stores? What is my store concept? How do I maximize profits? What is the brand experience in my shop? How do I integrate online and off-line sales in order to impact customer loyalty? Luxury is necessary because it tightens the social driver of desire, fosters distinction and, as a result, affects all the other segments. Studying Luxury Retail Management means making the best investment for your future career.
The first part of the master’s course teaches students about the essence of the luxury sector: categories, products, insights, brands, drivers of consumption, operations and forms of distribution, marketing basics, business management and commercial direction. The mid-term project aims to reproduce the distribution system of a major brand.
The second part of the course is more focused on store formats, store management, e-commerce, sensorial communication, and requires a projection into the future, with a final project based on the construction of an integrated online and off-line retail system.
The Luxury Retail Management course includes seminars, guest lectures and field trips, and the two projects can be used as part of the student’s personal portfolio.
Luxury Retail Management
Luxury Business Administration
Customer Relationship Management
Luxury Legal Affairs
Luxury Retail Buying
Craft to Business
Luxury Retail Trends
Luxury Store Concept & Design
How to apply
The course is open to graduates (or equivalent) holding a valid academic degree. Applicants with no academic degree but with significant previous experience in Fashion or Luxury will be considered. Written and spoken English is required.
Candidates will be selected after completion of a written test and an interview with the Head of Department.
Based on their personal aptitudes and the skills acquired in the different teaching modules, students can aim for a career as Retail Buyer, Store Manager, Retail Manager, E-Commerce Manager, Sales Manager, Distribution Manager, Operations Manager and Marketing Manager. In a retail-driven company, these starting positions can potentially lead to the top level positions of CEO and General Manager.