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MANAGEMENT
DE LA MODE ET
DU LUXE
MASTER BLOC 3 / DEPLOIEMENT DE
LA STRATÉGIE MARKETING
MANAGEMENT ET COMMUNICATION
DE LA MODE ET D’UNE MARQUE DE LUXE
DU LUXE
SOMMAIRE
VERSION FRANCAISE
MARQUE:
PATOU
SUJET MANAGEMENT MODE ET LUXE Bloc 3
PATOU
En 2021 Jean Patou devient Patou.
Racheté par le groupe LVMH, et sous la direction
artistique de Guillaume Henry, Patou redevient le
nouveau temps fort de l’actualité.
• Votre capacité à faire preuve de créativité pour anticiper les futurs besoins
de la marque nécessaires a assurer son succès sur le marché.
• 1 matrice PESTEL qui apportera une vison
générale du marché concerné
• 1 étude de marché approfondie soutenue par des
sources économiques de qualité( type Bain,
Statista, Deloitte, Mordor….) et axée sur
l’industrie de la mode sur le marché concerné, les
parts de marché, le taux de croissance, tendances
et acteurs de l’industrie de la mode
STRUCTURE • 1 mapping de positionnement concurrentiel et
GÉNÉRALE tarifaire sur le marché concerné
• 2 personae de la consommatrice cible
• 1 SWOT pour appréhender les ressources de la
marque.
Vos recommandations s’aligneront sur le marketing
mix, à savoir les 4P, pour définir au mieux les points
forts de la marque et la cohérence du co-branding.
La date de rendu pour les étudiants formation classique est 20/03 à 23 heures.
ENGLISH VERSION
BRAND:
PATOU
FASHION AND LUXURY MANAGEMENT Block 3
PATOU
In 2021 Jean Patou becomes Patou.
Bought by the LVMH group, and under the artistic direction of
Guillaume Henry Patou becomes once again the new highlight of
the news.
In phase with its time, it advances on the path of contemporary
design while mastering the values of sustainability and CSR.
The Patou way is to contribute to a more sustainable, fairer and
more desirable development. It means limiting the environmental
footprint but also multiplying multi-format collaborations.
Or, conversely, by highlighting all of Patou's know-how through
unique pieces so as to look like no one else!
FASHION AND LUXURY MANAGEMENT Block 3
PATOU
Your mission: The brand is reformatting and considering new development schemes.
It expects you to propose:
• Set up a new capsule collaboration with an external brand,
leading to an impactful distribution
via : a pop-up store,
or/and a department store corner,
or/and a @market place.
To do this, you will need to :
• A review of the brand's values and tools
• An internal and external diagnosis of its limits and assets
• The strategic development plan and the setting up of the partnership
• The marketing of this capsule Your scope of Owned-Paid-Earned physical and
digital media actions
FASHION AND LUXURY MANAGEMENT Block 3
PATOU
• This collaboration is in line with the disruptive logic of previous co-
brandings, and in compliance with the CSR rules as the brand has set.
• Before thinking about your strategy, you should take into account and
analyze the characteristics of the brand, its positioning, its current
situation and the actions already taken.
• Each subject includes a general analytical
approach to the market and brand
corresponding to the skills to be validated.
SUBJECT AND
OPTIONS MASTER'S
DEGREES • In order to better adapt to the Master's
degree option you have chosen, the
recommendations section will focus on your
GENERAL/ expertise, either Business, Communication
SPECIALIZATIONS and Digital, or CSR.
STRUCTURE OF YOUR PRESENTATION
1/All options combined
1/ Introduction / Objectives/ Methodology
2/ Market analysis
3/ Analysis of the Patou brand
4/ Targets and personae
5/ Identification of the partner brand
• Your ability to identify the needs and resources necessary for the
proper functioning of your project.
• Your ability to put yourself in the position of an auditor and analyst and
to strengthen your critical eye.