Luxury and Fashion Marketing


Teri Agins, a leading fashion writer for The Wall Street Journal said recently that '[t]oday, a designer’s creativity expresses itself more than ever in the marketing rather than in the actual clothes'. Marketing is gaining weight in luxury and fashion. However, traditional marketing often fails in those industries. In luxury and fashion, marketing does not conform to standard theoretical formulae. Kapferer and Bastien (2012) created the term 'anti-laws of marketing' to express the specificity of those business models, which run contrary to most present business models in other sectors.

The Luxury and Fashion Marketing Course is a deep dive into the successful luxury and fashion sectors and their so-called anti-laws of marketing, with a focus on marketing strategy, branding, and retailing. It is designed to provide participants with the unique rules for effective and practical marketing management of luxury, fashion and premium businesses, brands, products and services in any place of the World.

General characterization





Responsible teacher

Catherine da Silveira


Weekly - Available soon

Total - Available soon

Teaching language





Main bibliography:

Kapferer, Jean-Noël & Bastien, Vincent. The luxury strategy – Break the rules of Marketing to build luxury brands, Second Edition, 2012, Kogan Page.

Additional bibliography:

Underhill, Paco. Why we buy – The Science of Shopping, Updated Version, 2009, Simon & Schuster.

Corbellini, Erica & Saviolo Stefania. Managing Fashion and Luxury Companies, 2009, Rizzoli Etas.

Kapferer, Jean Noël, Kapferer on Luxury – How Luxury Brands can grow yet remain rare, 2015, Kogan Page.

Chevalier, Michel & Mazzalovo, Gerald. Luxury Brand Management – A world of privilege, Second Edition, 2012, Wiley.

Chevalier, Michel & Gutsatz, Michel. Luxury Retail Management – How the World’s Top Brands Provide Quality Product & Service Support, 2012, Wiley.

Wittg, Martin, Sommerrock, Fabian; Beil, Philip & Albers, Markus. Rethinking Luxury – Roland Berger, 2014. Lid Publishing.

+ Lipovetsky, Gilles & Roux, Elyette:

In French Le Luxe Eternel – De l’âge du sacré au temps des marques, 2003, Le débat Gallimard.

In Portuguese: O Luxo Eterno - Da idade do sagrado ao tempo das marcas, 2005, Companhia das Letras.

In Spanish: El Lujo Eterno - de la era de lo sagrado al tiempo de las marcas , 2005, Anagrama.


Course power point slides and additional material [readings, cases, articles…] will be available on Moodle.

Other resources:

The Business of Fashion: BoF -

[Fashion News, Analysis and Business Intelligence from a leading digital authority on the global fashion industry].

Teaching method

The Course combines several active learning methods:

  • Lectures: to provide the essential knowledge on luxury and fashion marketing strategy, branding, and retailing.

  • Team project: Students (in teams of approximately 5 students) are asked to develop a succinct project and present it to a panel of experts in luxury goods and/or services. The team project essentially consists in 1) Selecting a luxury or high premium brand/service/concept established in a foreign market but currently NOT or POORLY distributed in Portugal; 2) Propose a marketing/branding/retailing strategy to successfully implement or re-implement this brand/service/concept in the local (Portuguese) market.

    The choice of the brand/service/concept is free but should be validated with the course instructor.

  • Team project sessions: Two slots of 45 minutes are attributed to each Team over the Semester for project discussion with Instructor and Teaching Assistant, besides the final presentation to Luxury experts. Teams are required to prepare a predetermined part of their teamwork for each Team Project Session. During the Team Project Session weeks, lectures are not offered.

  • Individual reflection on case studies: Involving recent business case studies from the Luxury, Premium and Fashion World (two Case Studies over the Semester - One in Luxury Marketing and one in Fashion Marketing – to be completed individually as an in-home assignment.

Evaluation method

The Final Exam is mandatory and must cover the entire span of the course. The weight of the final exam should not be less than 30% nor exceed 70%. The remainder of the evaluation can consist of class participation, midterm exams, in class tests, etc. Overall, written in class assessment (final exam, midterm) must have a weight of at least 50%.

Team Project: 45%

  • Final Presentation and discussion: 20% [Team evaluation]

  • Individual Contribution: 15% [Peer evaluation + evaluation other teams]

  • Preparation Team Sessions: 10% [assessment of the Team Sessions]

Individual written assignments: 25% [One in Luxury Marketing, one in Fashion Marketing – 12,5% each]

Final Exam [Mandatory]: 30% [Minimal grade of 8,5 is required] – In-class Case: Students should read the Case for the Exam in advance - Case will be available on Moodle a few days before the Exam [+ bringing the printed version without annotation to the Exam will be allowed ].

The general rules of the NOVA School of Business and Economics apply in case of academic dishonesty and in any situation not foreseen in the above. In accordance with the School’s norms, there is no procedure for grade improvement after passing a Course.

Subject matter

The Course is divided into two main blocks:

1st block: Luxury paradigm (including haute couture and high end fashion).

  • Luxury Concept and business models:

    Main definitions and approaches to the concept of luxury;

    Boundaries between premium, middle market fashion, art, religion and luxury;

    Specificities of the luxury business model: Why traditional marketing and branding concepts cannot be applied to luxury ?;

  • Understanding the luxury and premium consumer worldwide:

    Who are today’s luxury consumers and clients ?;

    How do luxury consumers from emerging countries differ from consumers from developed markets ?;

  • Developing and managing luxury brands and products:

    Building brand coherence: brand architecture and product roles;

    How far a luxury brand can stretch ?;

  • Distribution and retailing:

    Where, when, and how to sell luxury brands, products and services ?;

    Choosing a distribution model;

2nd block: Fashion Marketing.

  • Approaches to the concept of fashion:

    Social Change;

    Clothing industry;

  • Trends:

    How do trends develop ?;

    A new paradigm: consumer empowerment;

  • The fast fashion business model:

    The Zara Case;

    Value Proposition and operational pillars Merchandising;

    New moves.

Note: The first block extends over 2/3 of the Course’s total duration.


Programs where the course is taught: