The students of the Master’s in Fashion Buying and Merchandising, Omnichannel & E-Commerce, and the newly introduced Master’s in Marketing & Communication for Fragrances & Cosmetics have participated in an exclusive Industry Project in partnership with one of the leading luxury cosmetics brands, Dolce & Gabbana Beauty.

The objective is to develop a new communication and marketing strategy to re-launch Light Blue, one of the brand's historical fragrances, trying to capture a new consumer segment - Gen Z. As part of the project, the students will have the opportunity to apply the skills they have acquired during their academic programme while working closely with professionals from the Dolce & Gabbana Beauty team. The project involves creating a branding campaign that will attract the attention of the younger generation and reposition the iconic fragrance.

The task for the students is to think like the marketing managers of D&G Beauty and create a strategy from start to finish. This includes analysing the current situation, identifying strengths and opportunities, planning the new launch, and devising a media plan and distribution. Aspiring luxury fashion and fragrance professionals will have to consider the latest trends in digital communication, omnichannel and experiential marketing to engage and involve their target audience, which is their own generation.

Stay tuned to discover the best projects and how Fashion students will tackle the D&G challenge!