IULM Flow Talk 31:Perspectives from the World of Luxury and Fashion

International - 07 July 2022

On July 11 at 3 p.m., a new round of IULM Flow talks

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Talk 31

  • Date: July 11, 3:00pm - 4:00pm
  • Title: Environmental Forces Shaping Marketing Action: Perspectives from the World of Luxury and Fashion
  • Guests: Dr. Astrid Daprà - Global Retail Director of Valextra. Director of Brand Development ETHIC Fashion & Lifestyle. Previously Global Retail Excellence Director at Balenciaga, where she was responsible for the entire digitisation process of the retail network, adopting winning solutions during the 2020 crisis. She has over 20 years of experience working for luxury brands such as PRADA, Armani, YSL. She has a strong knowledge of international markets (Europe APAC USA Middle) with a focus on client behaviour.
  • Moderator: Prof. Francesco Massara - Associate professor of Marketing at IULM University and Director of the Master Degree in Retail Brand & Customer Experience Management

Marketing is changing under the pressure of global and macroeconomic environmental phenomena. We are still - and with some difficulty - coming out of the pandemic period, only to enter a major geopolitical and financial crisis that affects and shakes virtually the entire globe. The reduced mobility caused by the pandemic, and now by geopolitical issues and the global financial crisis, is accelerating digital transformation, which in turn means a significant change in the way companies operate in the marketplace. How is marketing in the luxury and fashion industry changing today in light of these influences? What new training requirements will the job market pose in the near future? In this IULM FLOW, Prof. Francesco Massara, associate professor of Marketing at IULM University and Director of the Master Degree in Retail Brand & Customer Experience Management, and Dr. Astrid Daprà, expert in luxury and fashion, discuss these questions.