This module provides students with an introduction to the principles of marketing and its application within the context of both fashion and luxury brand management. The course is focused on developing the student’s ability to manage, create and lead a brand in the luxury sector as well translating it into a commercial commodity.
The module will explore the wider macro and micro environmental challenges faced by the fashion industry and apply theoretical management practices to industry scenarios. The specific strategic aspects of the luxury sector will be interrogated considering the expectations of global audiences and managing brand equity through adverse economic climates.