FASH378 Luxury Brand Management and Marketing

Dive inside the world of prestige branding by exploring the unique DNA of luxury brands and the marketing strategies that sustain them in a global marketplace. Topics include heritage branding, exclusivity, storytelling, luxury consumer psychology, experiential retail, and the digital transformation of high-end fashion. Through global case studies and hands-on projects, students will create a luxury brand marketing plan and explore how luxury houses manage expansion while maintaining prestige. Fieldwork, brand audits, and strategy presentations prepare students for careers in luxury marketing, PR, or retail management. (Prerequisite: MKTG230)