HGP 515 - Fashion and Luxury Brand Management

Course Objectives

1. To develop an understanding of luxury brand concept, explore the symbolic function of brands, and learn about brand building, management and communication in fashion industry
2. To understand luxury brands in fashion industry and drivers of luxury consumption
3. To assess the role of consumer behavior and market segmentation in brand building, management and communication
4. To explore pricing, distribution and promotion in brand building, management and communication
5. To evaluate ethical issues in luxury branding and consumption.

Course Description

This course explores branding and marketing concepts in fashion retail with an emphasis on the apparel and luxury fashion products. Brand building, management and communication strategies for ready to wear and high fashion products will be analyzed with an emphasis on global competition, consumer segments, and ethical issues.