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The Role of the Brand in the Fashion & Luxury System

Marco Trucco, tutor at Istituto Marangoni Milano, is specialised in the Fashion and Luxury Goods sectors, where his twenty years of experience have enabled him to become one of the leading international experts in his field. Trucco visited Buenos Aires during the Fashion Week and presented Role of the Brand in the Fashion & Luxury System to an audience of 100+ in the Atlas Cinema.

The lecture provided an overview and understanding of the luxury contemporary global market, and how brand owners and brand managers apply development strategies to expand brand business and traditional, emerged and emerging markets. From brand origin (brand identity, brand territory), brand core (a story to tell), brand evolution (when a brand starts to exit, the evolution of the brand in the consumer mind), strategies to allow a brand to growth in the global contemporary fashion and luxury system and finished with three different development strategies: pioneer, contemporary and follower.

Trucco also presented at the University of Palermo with a 150+ audience. This time the topic was related to the Role of Luxury Accessory Collections in top end fashion companies. Leather goods, supply Chain and Luxury Market Standards .

 

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