EXECUTIVE COURSE IN LUXURY, HERITAGE AND BRAND IDENTITY MANAGEMENT

 

Executive Course in Luxury, Heritage and Brand Identity Management (ECOL)

 

Key Facts

Director: Viviana Caslini

Duration: 64 hours — 6 modules

Location: Hybrid — Milano Fashion Institute Campus, Via G. Durando 38, Milan / Live Streaming

Teaching mode: 100% in-person, with optional remote participation upon request. The course requires in-person attendance at all teaching activities. Remote participation is also available upon request. In case of remote participation, attendance and exam tests will be verified for each session in order to meet the requirements for the Certificate.

Language: Italian and English

Fee: €4,000 + VAT (early bird €3,500 until 12 July)

Open for registration: now

Registration deadline: 22 September 2026

Participants recommended by member companies of the National Chamber of Italian Fashion are eligible for a preferential rate. Consult the list of associated companies.

 

Schedule

The course begins in September 2026. The detailed calendar is currently being finalised — further information coming soon.

 

Who Is This For

Held in both Italian and English, the course is designed for professionals looking to deepen their expertise in heritage, brand identity and luxury management within the Italian and international fashion and luxury system.

 

Learning Objectives

Understand luxury as a cultural system, not merely a product category

Manage heritage as an economic, cultural and creative brand asset

Develop skills in building and consolidating brand identity

Apply AI tools and data intelligence to luxury strategy

Interpret geopolitical and cultural dynamics in the global luxury market

Build long-term brand architecture and value perception strategies

 

Course Modules

Module 1 — Heritage & Brand Legacy Systems Systemic history of global luxury and the rise of the modern luxury poles (Paris, Switzerland, Italy, USA). Brand heritage architecture: the difference between history and heritage, corporate archives, brand DNA. The semiotics of luxury: codes of colour, material, form and scarcity. Case studies: Louis Vuitton, Chanel, Hermès, Burberry, Gucci, Dior, Bottega Veneta, Cartier.

Module 2 — Luxury Intelligence (AI + Data + Insight) AI and decision-making systems in luxury: creative forecasting and trend detection. Consumer and desire systems: the psychology of luxury, status signalling, the evolution of the luxury consumer. Luxury forecasting: macro-trend analysis, luxury cycles and predictive modelling. Case studies: LVMH innovation systems, China luxury boom, Gen Z luxury decoupling.

Module 3 — Craftmanship & Atelier Immersion The anatomy of the luxury object: fashion, leather goods, jewellery, watches. Atelier structure, artisan roles and production processes. Craft innovation: advanced materials, digital integration and the future of the atelier. Case studies: Hermès Birkin, Rolex, Cartier.

Module 4 — Archives, Curation & Heritage Management The strategic role of archives in luxury brands: preservation, digitalisation and creative use. Exhibition and curatorial practices: fashion exhibitions as institutional storytelling. Governance of intangible heritage: savoir-faire, intergenerational transmission and authenticity. Case studies: Gucci Garden Archive, Dior Heritage Department, Prada Fondazione, Ferragamo Museum.

Module 5 — Future Luxury Systems & Heritage The digital luxury ecosystem: metaverse retail, virtual luxury goods and digital identity. Luxury and soft power: cultural diplomacy, nation branding and culture as economic power. Adapting to the global market: cultural translation, local vs global dynamics.

Module 6 — Luxury Strategy & System Design The brand as a cultural ecosystem: systemic interdependencies and the desire feedback loop. Brand architecture: portfolio strategy, brand hierarchy, cannibalism vs expansion. Value systems and transformation strategy: price as cultural language and value perception engineering.

 

Final Project

Participants will develop an individual or group project focused on the strategic management of heritage and brand identity for a luxury brand, producing a concrete output directly applicable to their professional context.

 

Project Objectives

Apply acquired knowledge to the strategy of a real luxury brand

Develop an integrated vision of heritage, identity and positioning

Translate analysis into actionable strategic recommendations

 

Project Structure

Brand and cultural heritage analysis

Brand DNA and identity architecture mapping

Identification of strategic opportunities for heritage valorisation

Brand strategy and positioning definition

Final presentation

 

Evaluation Criteria

Depth and accuracy of the brand and context analysis

Quality of the brand DNA and heritage mapping

Relevance and originality of strategic recommendations

Ability to integrate cultural and business perspectives

Clarity and professionalism of the final presentation