Fashion: "Licensing & Upgrading”, Alcantara S.p.A. finances a study grant for students on the prestigious POLI.design High Education Course

Gennaio 2010Alcantara S.p.A. will participate in the first year of the high-level Licensing & Upgrading training course at POLI.design, a Milan Polytechnic association, by financing a study grant.

The course, directed by Marco Turinetto and Daniele di Montezemolo, will seek to develop specialist skills for licensing, brand extension, contract and merchandising activities in fashion and the high-end sector.

The “Licensing & Upgrading” Specialization Course examines the unavoidable variables involved when launching and managing a licensing process in the high-end market, examining the increasingly pressing relationships with Brand Extension, Contract and even Merchandising activities. Areas and activities that are now interconnected with a common objective: business growth through positive applications of the brand.
An ability to further develop and enrich the brand value, as opposed to weakening or altering it, is the principal skill required of those tasked with carrying out licensing, brand extension or merchandising activities, particularly in the high-end market. A continuous and unwavering focus on upgrading, aimed at contrasting any form of brand erosion, which occurs extremely easily and is insidious in the forms it takes.

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