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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
MSc in Fashion Management1S2English
Professeur(s) responsable(s)ME.CABON
Intervenant(s)Marie-Eve CABON

Pré requis

To be familiar with the visual identity of the major fashion brands and/or retailers .It is recommended as well to visit stores of fast fashion, premium and luxury retailers in Paris before the beginning of the seminar.

Objectifs du cours

Have a clear understanding of the role of the stores into the relationship between the fashion brands and their customers.
Appraise the performances of a selling staff to deliver a rigth shopping experience

Contenu du cours

1st class : The point of sales as a hallmark for the brand power and brand identity
2nd class: The in-store customer experience
3rd class: Visit of 2 stores
4th class: The recent evolutions of the fashion and luxury retailing
5th class: Group presentations

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class8,00  
Independent work
Reference manual 's readings13,00  
Independent study
Estimated personal workload5,00  
Group Project6,00  
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

  • E-learning
  • Interactive class
  • Case study


Group presentation: an analysis of the retail environment and of the shoppping experience in different points of sale of a same brand in Paris

Type de ContrôleDuréeNombrePondération
TOTAL     100,00


  • The Luxury stragegy: Break the Rules of Marketing to build Luury Brands, Kogan Page Ltd - V. Bastien and J.N. Kpaferer

  • Luxury Retail Management: How the world's top brand provide quality product and service support - M. Chevalier and M. Gutsatz

    John Wiley & Sons Singapore Pte. Ltd

  • Fashion retailing, a multi-channel approach - E. Diamond, J. Diamond, S. Diamond Litt

    Bloomsbury Publishing Inc.

Ressources internet

* Informations non contractuelles et pouvant être soumises à modification
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