Luxury Brand Management, Merchandising and ART of SellingFashion & Design

Overview
The Luxury Brand Management course will introduce the basics of luxury brand management and how it works within the fashion industry. It will equip students with the fundamental knowledge and understanding needed to work within the luxury industry. Taking into account the dominance of online retail and new media, the Luxury Merchandising and ART of Selling course will introduce students to the inner workings that make fashion retail and what it takes to be relevant in the current digital shift.

Learning Outcome
Students will develop an insight and understanding of the luxury brand world and learn methods of identifying luxury target customers and their needs. Students will also learn how to build target customer profiles, gain insights into brand positioning and its impact on luxury brands, and understand various methods to communicate luxury brand values. In addition, students will learn what merchandising is and its relevance despite the current uncertain/post-pandemic retail environment. Students will also learn about the shift towards technology in retail and merchandising.