The retail landscape has changed for good. The pandemic has accelerated the magnitude, scope, and speed of the seismic transformations the sector was already undergoing, with the most recent retail trends having reshaped the approach luxury companies need to embrace to engage their clientele.
Fashion and luxury brands compete in a league of their own, under the scrutiny of exacting customers across global markets with well-established aesthetic sensibility and taste level, seeking the experiential undercurrent any luxury goods purchase should bring about. They expect more than enticing product display, fast services and easy-to-navigate e-commerce sites.
Experience matters the most. It represents the driving force and swirling challenge in retail, requesting fashion players to embrace g-local and omnichannel strategies to lure consumers into their brick-and-mortar stores, engage them in social media and virtual shopping sessions, capture their attention on Roblox, sell NFTs in the metaverse, spoil them with click-and-collect programs and rental services.
What if a Chinese customer could add a luxury bag to their wish list via WeChat, be welcomed at the Shanghai flagship store and offered an exclusive preview of a yet-to-launch style, and finally have it delivered at his Miami hotel while on a leisure trip, together with an NFT counterpart to outfit their avatar in the Neo Tokyo metaverse?
Next-gen retail is shaped by professionals drawing up the limitless customer journey across all touchpoints in a truly integrated and seamless way to meet the expectations of luxury consumers. Far-sighted companies are harnessing the emotional power of the senses as well as the new digital frontiers to transport customers into captivating dimensions where products and services are a given and the retail dream stands at the crossroad.
The Master in Luxury Retail & Business Management in partnership with Gucci aims to teach the new generation about the luxury fashion industry and its key players, products and services. Fashion brands are always striving to improve the retail shopping experience and offer an impeccable client journey, from the product selection to purchase, delivery and post-purchasing services.
The program shapes leaders who are capable of building an authentic relationship between a brand and a client, learning about interaction, innovation and the road to a positive customer journey. Nowadays, curiosity about global human behavior is a skill that is essential to understanding a luxury fashion customer through multi channel environments. This professional will guide the presentation of innovative ideas, improving the global customer experience and exceeding the expectations of luxury fashion clients.
Lessons are organized with teachers from the industry as well as guest lectures and workshops with outstanding professionals from the fashion system who will be invited to talk, inspire and empower our students.
This unique and hands-on learning experience includes field trips, a midterm and a mandatory final project that amount to a total of 700 contact hours and the overall obtainment of 80 credits.
This course is completed with the possibility of an internship at a fashion brand or a fashion retailer.
Founded in Florence, Italy, in 1921, Gucci is one of the world’s leading luxury brands, led by President and CEO Marco Bizzarri and Creative Director Sabato De Sarno. Following the House’s centenary, Gucci forges ahead into the next hundred years, continuing to redefine luxury while celebrating the creativity, Italian craftsmanship, and innovation at the core of its values.
Gucci is part of the global luxury group Kering, which manages the development of a series of renowned Houses in fashion, leather goods, jewelry and watches.
Over the past 7 years, the House has redefined luxury for the 21st century, further reinforcing its position as one of the world’s most desirable fashion houses.
In its journey towards client centricity, digital is becoming increasingly important as a key factor to create a smooth 360° involvement across channels.
The store experience at Gucci is therefore becoming more and more integrated: by prioritizing digital investments and adopting technologies as a first mover through a ‘test and learn’ mentality, the House has contributed to elevate the customer journey, combining digital and physical in a seamless, omnichannel experience.
The curriculum of the course includes a range of subjects that will help students develop their skills and knowledge in the field. Some of the key topics covered include:
- Luxury Fashion Business: key players, innovative fashion products and services
- Omnichannel retail management: the integration of different methods of shopping available to consumers to create a seamless interactive client journey
- Fashion store concept: the development of a retail concept based upon the brand values translated into the different aspects of physical and/or digital experiences
- Interpersonal skills: global consumer behavior and needs, cultural awareness and competences
In order to be eligible for this course, you will need to be selected after the admission process
Basic requirements are:
- Curriculum Vitae (CV) with motivation letter
- English language proficiency
- Bachelor’s degree (or equivalent) or professional work experience in a related field
Based on individual character and acquired skills, you can become the next:
E-Commerce Client Engagement Specialist
The E-Commerce Client Engagement Specialist will provide experience and motivation to drive client engagement activities across online channels. This professional figure is in charge of reporting quantitative and qualitative analysis on customers behavior and insights purchasing patterns. The overall task consists of collaborating with merchandisers in order to provide merchandising feedback by the customer’s cluster and with media to analyze results of marketing actions as well as partnering with digital teams to create customized and engaging experiences on-site while promoting an omnichannel journey for the client.
The Store Director is in charge of managing the store, human resources and is responsible for maintaining the brand image inside the store through visual merchandising actions. The Store Director represents a charismatic leader who inspires the customers and the team with strong internal and external communication skills. They are in charge of finding creative and innovative strategies, improving the results, expenses and budget of the store.
Digital Operations Manager
The Digital Operations Manager ensures that the client journey, from product selection to purchase process, delivery and post purchase service, guarantees an eCommerce experience that aligns with the customers’ desires. Being able to calculate and manage all Key Performance Indicators is part of the duties as this is fundamental to drive the improvement of all results in terms of increasing the value proposition towards the client.