Luxury Fashion Marketing and Brand Management
Designed for beginners in the sector, this short course enables students to gain a better understanding of the concept of luxury and its meaning and value, through marketing and brand management.
LONDON
The goal is to introduce the principles of luxury brand strategy and marketing for international ‘high-end’ consumers in the luxury fashion industry with a focus on storytelling, innovation and customer experience. On this course, participants discover how companies determine the best marketing strategies of luxury brands and products by understanding the power of communication, the seduction of the brand, and the creation of ‘aspirational desire’ necessary to successfully market to consumers of luxury.
You will examine how leading fashion and lifestyle brands manage their identity and reputation, build aspiration, and create value through communication, leadership and digital platforms.
The course covers topics such as consumer behaviour, omnichannel retail, sustainable luxury, trend forecasting, and creative direction, helping you understand how brands remain desirable and future-ready.
At the end of the course, participants will be able to propose and present a comprehensive brand or marketing plan for a luxury product, service, or concept.
Upon completion of this short course, you will be equipped with the knowledge and skills to produce a proposal for a luxury fashion brand with a scenario of your choice or provided by the mentor.
Learning Outcomes
- LO1. Acquire a clear insight into the marketing of luxury goods and specialist brand management knowledge to the luxury industry.
- LO2. Understand the fashion cycle of the luxury product, the consumer buying behaviour and expectations of luxury customers.
- LO3. Develop marketing and management competencies related to luxury brands.
- LO5. Identify how to create and manage innovative strategies for luxury value creation.
Participants begin by looking at the role and responsibilities of Luxury Marketing and Brand Management within luxury companies, learning how they optimise economic, distribution, and production aspects of luxury products through successful communication, branding and digital marketing methods.
The course looks at how luxury companies communicate to the target audience, as well as communicate brand awareness above and beyond their target group. Your role in the luxury goods industry is to motivate, create desire, and build trust through various channels in merchandising, marketing and communication in order to manage and meet the expectations of a luxury brand's vision and strategy.
Participants will examine aspects relative to the communication of fashion and luxury brands, analysing and comparing the different communication systems of the fashion segments.
The course moves quickly onto provide an overview of fashion advertising, public relations and visual display in both traditional and online media, giving participants key tools to communicate an authentic, aspirational and emotional message, aimed at sustaining and consolidating a luxury brand image. You will also examine how brands are forced as a result of the uncertain political and economic upheavals to explore new chains of supply relying on technological innovation and digital solutions.
The impact of social media and new technology has changed the face of communication and participants will also evaluate the impact of new media and viral platforms – key to the success of luxury brands today.
Further research into strategies for fashion and luxury brand management and marketing practice through a digital lens alongside current issues in sustainability are also crucial to maintaining and promoting luxury to consumers; a unique target audience, fully in tune with economic and sustainable issues, influences from the latest fashion trends, as well as cultural and social trends.
At the end of the course participants will be able to evaluate and propose action At the end of the course you will present the 360 approach of how luxury is accelerating in innovation through proposing a new concept for a Luxury brand through branding and marketing.
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