about the author: Rafael Pérez Arroyo, phd
Rafael Pérez Arroyo, PhD, is a specialist in marketing and brand communication for the fashion and luxury sectors.
He is a lecturer in Fashion Brand Management on the Bachelor’s Degree in Design and Fashion Management at Rey Juan Carlos University in Madrid, and has served as an advisor to the Master’s Degree in Fashion and Luxury Marketing and Communication Management at ESIC MARKETING & BUSINESS SCHOOL since its foundation.
He has built his professional career in the field of marketing and brand management within various multinational companies linked to the cultural and creative industries.
In addition to his academic work, he gives lectures on branding, brand identity and fashion communication at universities and business schools. He has been awarded the International Award for Best Marketing Director by the Advertising Age International Marketing Association.
courses
Fashion Brand Identity
The courses taught at ESIC address brand identity in the creative and luxury fashion sectors from a strategic perspective, applying Arroyo’s Pentagon model. Through programmes such as Fashion Brand Identity, students and professionals learn to build coherent brands, integrating design, collections and communication within a robust and practical framework.
book
The Identity Pentagon
In this book, Rafael Pérez Arroyo examines how designer and luxury fashion brands construct their identity through the figure of the designer, creativity, the aesthetics of their collections and accessories, and a coherent narrative.