March 24 & March 25, 2015, Claudia Mastrangelo from Accademia del Lusso gave lectures named “Brand As An Asset”, “All Sales Distribution” in the Fur Art Lab. Director of Office of International Cooperation and Exchange, Dr. ZANG Yingchun hosted the lectures. Totally more than 60 students attended the lectures.

In the first lecture, by comparing Gucci’s posters in the past decade, Claudia analyzed how Gucci Group went into a decline from the peak and how it was revitalized again. She said, instead of real products, the image of a brand could be more attractive and get the customers yelling “give me Gucci”. As a result, the traditional way and the new way of brand management will lead to different volume of sales. In the second lecture, Claudia showed several cases of different lines from the same luxury brand, such as fashion, home, perfumes, which are produced with the same brand DNA. Then she explained how to plug the brand DNA into different collections, in order to seek unity of brand image.

In the Q&A part, Claudia gave professional answers based on her experience to students’ questions.

Claudia Mastrangelo specializes in luxury marketing and brand management. She worked more than 30 years in luxury industry, including 16 years in Gucci Group, formerly worked as marketing manager of Gucci, purchasing manager of Bottega Veneta.