CHINESE STUDY TOUR 2024
High-level training course to develop specific competencies on Brand Extension and Brand Value, in fashion, lifestyle and luxury market.
Didactic approach is innovative and interactive, as it deals with the topics in a synergistic and transversal way, and correlates them through a sort of “direction”.
The class has the opportunity to combine multiple experiences with a wide offer of different subjects.
The training topics are crossed between them in different research fields such us: the brand value chain, the brand communication, the brand extension, the brand heritage, design consistency, bespoke, retailing identity, the brand as an asset.
6 May
10.00 – 13.00
Opening Ceremony, Welcome and Design Campus Lab Tour with Professor Marco Turinetto
Lecture & Case Study: Introduction to Brand Extension + Milan as melting pot /fusion of
Brands with Professor Marco Turinetto
14.00 – 17.30
Tod’s with Simona Cattaneo – General Manager Tod’s Goup
Poltrona Frau with Marco Gaspari – Business Development Manager and with Sara Fiorentino – Store Manager
7 May
10.00 – 13.00
Dimorestudio – with Emiliano Salci and Britt Moran – Founders & Owners Dimorestudio – Via Solferino 11
Cracco
14.00 – 17.30
B&B with Tommaso Vincenzetti – Chief Marketing Officer
Durini District – Marta Sala
8 May
10.00 – 13.00
Casa Cabana – with Elia Blei- AD Cabana Group
Four Seasons with Silvia Brighenti – Senior Marketing Director
14.00 – 17.30
Lecture & Case Study: Trendspotter, the new trends and scenarios in Brand Design with Professor Patrizia Beltrami
