CRM Course Overview
Effective CRM Marketing strategies for Fashion and Luxury Brands. For fashion marketing and sales professionals, it’s essential to gain a solid understanding of how customers discover products and brands (product discovery), how they make purchase decisions and why they decide to continue to engage with a brand and become loyal customers.
You will learn key CRM concepts in the fashion & luxury industry, develop a customer-focused approach, and uncover effective methods to enhance customer interactions across multiple touchpoints.
By examining successful case studies, engaging in data analysis, and strategic planning, this course provides professionals with the insights and tools needed to boost customer loyalty and achieve business success.
Audio guide
Listen to the CRM course description generate by AI > CRM Course audio Guide
Learn CRM marketing strategies, software and KPIs adopted by Fashion & Luxury Brands.
Digital advancements have fundamentally altered how customers interact with fashion brands. The customer journey now extensively involves online research, including searching on Google for reviews, blogs, price comparisons, and video reviews, especially for new, expensive, or performance products.
In this CRM marketing course you’ll learn how to engage customers, particularly younger generations in their, product discovery journey. How to optimise brand websites, leverage Social media, brand communities, and user-generated content to influence perceptions and purchase decisions.
Discover the contemporary fashion consumers omnichannel approach to fashion buying. Learn how to use social media, in store research, official websites and apps to increase customer engagement, develop brand awareness and enhance brand reputation. Learn how to adopt the point of view of the customer and how to talk with the customer using their preferred channels. This is key for success in the modern digital competitive market.
Next start date
⇢ Start any time: immediate access, enrol and start learning
COURSE DURATION
⇢ 5 Hours
Delivery format
Online On-demand
Languages
English and Italian
Course Price
€ 350
Certification
Certificate of attendance
Why take the Fashion & Luxury CRM Marketing course
By taking this fashion CRM Marketing course you’ll gain the essential knowledge you need to govern the brands online presence and implement strategic actions to influence customers perception of the brand.
- This is a CRM course specifically designed for fashion and luxury business that drives from the concrete experience on the field to provide you with practical knowledge, tools and metrics that you’ll be able to apply to your work from the moment you start learning.
- You will acquire essential notions about managing CRM software and use Customer Relationship Management tools for the fashion and luxury brands.
- The course includes the study of CRM processes, the use of software applications, and the definition of objectives and KPIs for performance monitoring.
- In this CRM Course you will explore how digital advancements are influencing customer behaviours and understand the crucial role of Customer Relationship Management (CRM) in this shift.
CRM Marketing Course Programme
Omnichannel Customer Journey
In this section we’ll explore how consumers engage with brands on different channels, from social media to online communities and we’ll deep dive on the strategies and actions that fashion brands and retailers can implement to govern the brand image over multiple digital channels.
- The customer journey map
- Need and research phase
- The moment of truth
- Brand community
- Select, purchase, receive phase
- Use of web in-store
- Buy online, pick up in-store
- Case study: Zara
- Use, maintain, recommned phase
Understanding CRM
In this section, you’ll learn the core principles of Customer Relationship Management (CRM) and what it means to build a customer-centric brand. We’ll explore the key pillars of CRM, including tools like Net Promoter Score (NPS), operational and analytical CRM, and how automation and data management support customer acquisition and retention.
- The definition of CRM & Customer Centricity
- The CRM Pillars
- NPS Tool
- Operational CR
- Analytical CRM
- Automation for Retention and Acquisition
- Data Management
Customer Centricity Culture as Strategy
This section focuses on building a customer-centric culture as a core business strategy. You’ll explore the full customer lifecycle, learn how to segment your audience, analyze customer data, and design the right campaigns to drive loyalty and profitability. Key tools like the CRM process, contact plans, and targeting techniques will help you engage the right customers at the right time.
- The Customer Lifecycle
- Toolbox
- The CRM Process Throughout the Customer Lifecycle
- Customer Segmentation and Data Analysis
- How to determine the target audience
- Customer Loyalty and Profitability
- How to choose the right campaign
- The Contact Plan
Practice Lab and Deep Dive
- Fashion Forward: Elevating Customer Experience. In this guided lab, you’ll step into the role of a Customer Experience manager for a luxury brand and apply the theory directly. Your mission will be to revamp the CRM strategy to enhance customer satisfaction and drive sales.
- CRM Innovation for Fashion Companies. Session led by Paolo Pedersoli, who shares the latest ideas and tools being used by global brands.
Are you looking for training for your brand or your company? The CRM marketing course can be tailored to your needs. For more information please contact us.
CRM for Fashion and Luxury Learning Outcomes
This course is designed to give you a comprehensive understanding of Customer Relationship Management in the context of the evolving omnichannel customer journey. By the end of this course, you will have the expertise to transform your customer relationship strategies, making every customer interaction a step towards increased loyalty and business growth.
Upon completing this course, you will achieve the following learning outcomes:
- Understand how digital advancements are influencing customer behaviours across the entire purchasing process. This includes insights into the discovery, information search, price comparison, and product review phases
- Adopt the point of view of the customer and learn how to communicate with them using their preferred channels, which is crucial for success in the modern digital competitive market.
- Acquire essential notions about managing CRM projects and utilising Customer Relationship Management tools specifically for the fashion and luxury sector
- Learn proven strategies, tools, and Key Performance Indicators (KPIs) to enhance customer interactions across multiple touchpoints
- Develop a customer-focused approach in the fashion and luxury industry
- Explore CRM data analytics, metrics, and KPIs
- Gain an understanding of CRM software and its functionalities
- Learn how to govern the brand online presence and influence customers’ opinions
- Learn about the organisation of a CRM team
- Understand the concept and importance of the omnichannel, multi touch point customer journey and single customer view database
- Analyse customer journey and consumer behaviour through several channels and KPIs
- Learn about brand online communities and how to use them
- Understand both Analytical and Operational CRM, with a focus on data management
- Learn how to apply CRM throughout the customer lifecycle, including audience segmentation, calculating customer loyalty and profitability, selecting campaigns, and creating contact plans
- Uncover practical methods to enhance customer interactions across multiple touchpoints
- Gain insights and tools needed to boost customer loyalty and achieve business success by examining real-world scenarios, engaging in data analysis, and strategic planning
Who is the Fashion CRM online course for?
This CRM course is specifically designed for fashion and luxury businesses. It is suitable for:
➟ Fashion professionals and entrepreneurs looking to stay ahead in a customer-driven market
➟ Professionals seeking a solid foundation in CRM and how to manage CRM projects in the fashion and luxury industry
➟ Those aiming to adopt a customer-centric mindset and improve brand engagement across all touchpoints
➟ Those looking to enhance loyalty and drive growth through data analysis, real-world case studies, and strategic planning
The course aims to teach these individuals how to adopt the point of view of the customer and how to communicate with them using their preferred channels, which is crucial for success in the modern digital competitive market. The training is hands-on and provided by top industry experts
Fashion CRM Marketing certification
Get your certification with this CRM Marketing course
Obtaining a fashion certification will help you to stand out in the fashion professionals industry and will help you to improve your career. This CRM Marketing course offers you the opportunity to acquire a certificate to add to your CV and LinkedIn profile.
DFA Certificates and Digital Badges are a recognition of the effort and dedication you’ll put into this significant journey, verifying your knowledge and new skill set.
You can share it with the world through your social profiles and have the opportunity to showcase your involvement to potential employers, friends, and family.
CRM online course instructors
Meet the senior experts who teach the Fashion Management Course.
The trainers of this CRM Course are two senior managers with more than 40 years combined experience in fashion brands and luxury Customer Relationship Management. Find out more here below about them:
Marcello Messina
Worldwide Head of Global E-Business – Director at Tod’s
Marcello Messina is a senior executive with over 20 years of experience in international retail, spanning fashion & luxury, telecommunications, and cosmetics. He has held key roles at brands like Furla and OVS, driving digital strategy and customer engagement. Marcello specializes in leveraging E-commerce, CRM, and digital channels to shape seamless omnichannel experiences and achieve business growth.
Paolo Pedersoli
Managing Director at Jakala
Paolo Pedersoli is a senior executive with over 15 years of experience in management consulting, specializing in luxury and design. As part of the management team at Jakala, he leads international expansion and oversees offices in key global cities, while guiding the integration of M&A capabilities. Paolo heads the firm’s Luxury & Design Practice, supporting top brands in transforming their sales and marketing strategies.
What our students say
Our students appreciate the hands-on training, the networking opportunities and the experience brought by senior fashion & luxury managers.
Elisa
Project Manager, Filoblu
Loved these lessons!
“I loved Marcello’s lessons—he had a way of tying everything together and making it click. I already knew most of the concepts, but he helped me turn that knowledge into something practical and useful.”
Elena
Buying and Merchandising
Insightful
“The lessons were truly interesting and eye-opening. I gained so much insight from the CRM module, along with practical tips I can immediately put into action”
Gabriella
Ecommerce Manager at Kocca
Rich and Complete
“For those who want to deepen and enrich their skills and knowledge, the ecommerce management course was rich, complete, suitable both for those who are approaching the digital world and for those who area already part of it”
FAQs Fashion CRM Marketing Online Course
Can I start anytime?
Yes! You can start the course whenever it works best for you. It’s an on-demand course, which means you can study at your own pace, anytime you like. You’ll also get feedback on your work, but not in real time—your instructor will review your progress and send feedback by email. This gives you the flexibility to learn when it suits you, with helpful support along the way.
I’m a fashion designer – is this course suitable me?
Yes! This course is a great fit for fashion designers, product managers, and other professionals who want to better understand the business side of fashion. It gives you a 360° view of how brands manage sales, customer relationships, and market positioning, helping you connect design with strategy.
Is there a certification at the end of the course?
Yes. Upon successful completion of the course, you’ll obtain the Certification of attendance of the course. You can share your certificate on your LinkedIn profile and add it to your CV.
I’m a professional with a busy schedule, is the attendance to the course flexible?
Yes! The course is 100% on-demand, so you can study anytime, anywhere, completely at your own pace. There are no scheduled lessons, and you’ll have 12 months of access to the content, giving you the flexibility to learn when it works best for you.
How long does it take to complete the Fashion CRM online course?
The course takes about 5 hours to complete, plus an additional 1–2 hours for practice exercises. However, the actual time depends on your learning style — some students like to re-watch lessons to better understand the ideas and reflect on what they’ve learned. You can move through the course at your own pace.
How can I enrol in the fashion business online course?
Enrolling is easy — just purchase the course online, and you’ll receive your username and password by email shortly after. Once you log in, you can start learning right away.
What is the teaching methodology? Will I learn practical skills from this course?
The teaching methodology is based on the work of industry professionals, working in fashion companies, e-tailers and agencies, who share their best practices and work experiences. Therefore you’ll acquire a view of real work situations in this course. The typical lessons consists of:
– Objectives of the professional roles or functions;
– Management control: monitoring of results and KPIs;
– Toolbox: learn about the tools and software used by the professionals;
– Analysis of best practices and case studies of Fashion & Luxury Brands;
– Processes and guidelines implemented in fashion companies;
– Consolidation: exercises, reflection activities and/or quizzes.
In which languages are the lessons available.
This course is available in both English and Italian.
What are the benefits of taking the fashion management course?
The course is designed by fashion and luxury professionals to meet the real needs of fashion and luxury companies;
Participants can interact with teachers and our community during the course and after;
The course allows you to study flexibly from anywhere from any device;
You’ll be invited to join a global community of fashion professionals around the world.
