AMP in Fashion & Luxury

 MODULE 1
GLOBALIZATION, STRATEGY AND INNOVATION
(3 days, Beijing )
Module 1 introduces the participants to the general trends of the industry, and helps them to think strategically and to take a global view of the Chinese market and its development. the competitive climate of the industry and the forces of competition around the world.Discussing the business strategies and competitive advantages of the international fashion industry, and exploring the key factors in developing strategies and pursuing competitive advantage—innovation and design.Analyzing the role and importance of China in the fashion and luxury industry and discussing the challenges facing the Chinese fashion industry and market, using real cases.
FACULTY
Alain DUMONT Professor of Business Strategy and Policy, HEC Paris
XUE Lei Associate Professor of Business Strategy and Policy, Tsinghua SEM

MODULE 2
BRAND MANAGEMENT
(3 days, Beijing)
Module 2 focuses on how to effectively create, measure and manage brand assets and how to increase the ability to develop and implement successful strategies (brand management, branding process, brand positioning and values). Highlighting brand as one of the most valuable assets of the company, and brand management as an important issue related to fashion and a designer’s brand, during the module participants are introduced to the branding process, understanding how customers choose brands, identifying brand positioning and values. In-depth discussions on the coherence between brand strategy, marketing strategy, communication strategy and allocation of financial resources are facilitied.
FACULTY
Jean-Noel KAPFERER Professor of Marketing, HEC Paris
LI Fei Professor of Marketing, Tsinghua SEM

MODULE 3
COMMUNICATION & RETAIL
(3 days, Beijing)
Module 3 focuses on how to effectively build the brand and its core competitiveness by using various tools including channels of communication and market retail. Mainly focusing on image and communication strategies, the module will analyze key factors of fashion and design images, and study major fashion communication vectors such as advertising, fashion shows, press relations and visual merchandising.The module includes an in-depth analysis of retail strategies, identifying the importance of the retail importance of marketing management in a service-based economy.
Participants look at the main specificities of fashion brands in terms of codification systems, definition of “Brand Territories” and relationship to the customer.
FACULTY
Bruno REMAURY Professor of Communication, IFM
LI Fei Professor of Marketing, Tsinghua SEM

MODULE 4
CONSUMER BEHAVIOR & PRODUCT POLICY
(3 days, Shanghai)
Module 4 focuses on quality and IRP-protected products, and how to boost the sustainable and sound promotion. Examining how one can maintain brand values, core identity and distinctive product features, while at the same time, staying in fashion and close to what consumers expect at any particular time. Questioning the relationship between consumer developments and brand/retailers strategies, and defining how maketing management should adapt to the new rules of the game.
FACULTY
Danièle CLUTIER Professor of Fashion Marketing, IFM
Marylise HEBRARD Director of the Sino-French Training and Exchange Centre in Notarial and Legal Studies, Shanghai
ZHENG Yuhuang Associate Professor, Department of Marketing, Tsinghua SEM

MODULE 5
BUSINESS MODELS AND VALUE CHAIN
(3 days, Shenzhen)
which serve as guidance for the allocation of competition-oriented investment and resources. The module focuses discussions on successful business models and cases in the fashion industry, and participants analyze the value chain of the fashion industry, the structure of the value chain and various strategies derived from the value chain.Discussion includes how to manage and control the activities that can be either internalized or outsourced.
FACULTY
Jean-Pierre DETRIE Professor of Business Strategy and Policy, HEC Paris
LIAO Li Professor of Finance, Tsinghua SEM

MODULE 6
FASHION CULTURE, CREATION & DESIGN
(3 days, Beijing)
Module 6 aims at providing an in-depth understanding of the keys to the nature of fashion trends and, based on this, forecasting major trends that may impact art, fashion, lifestyle and related industries.Stress is placed on the importance of creation and design in branding. Analysis and discussion focuses on the cultural foundations for fashion and luxury in both Western and Chinese cultures.
FACULTY
Florence MüLLER Professor of Fashion History and Culture, IFM
LU Xiao-Bo Professor, Academy of Arts and Design, Tsinghua University

PARIS INTERNATIONAL EXPERIENCE
THE ESSENCE OF FASHION & LUXURY (OPTIONAL)
(8 days, Paris)
The optional Paris International Experience represents a unique opportunity for managers to understand what makes the essence of Paris Haute Couture and fashion and luxury houses. It takes place after the end of the six modules in China. This experience includes workshops and conferences led by senior management from top fashion and luxury companies in the world, and experts from IFM and HEC Paris. The Paris Experience focuses on the importance of culture, revolution and innovation in the fashion industry, providing privileged access to the most recent fashion and luxury stores. Participants are offered an opportunity to fully understand the haute couture and fashion institutions in Paris. Conferences are given by senior executives of leading fashion & luxury companies and by professors and experts from both HEC Paris and IFM.
(Dates, fees, faculty and module locations may be subject to change.)