This course explores the strategic management of luxury brands with a focus on the fashion industry. It examines how luxury products and services deliver symbolic and psychological value, fostering strong consumer-brand relationships and enabling self-expression. Emphasis is placed on how luxury brands maintain relevance through innovation and cultural resonance, particularly within fashion as a medium of identity and social communication.
 

Topical coverage includes: consumer motivations and behaviors in the luxury market; brand management principles specific to the luxury sector; the role of fashion in shaping identity and social meaning; communication strategies across traditional and digital media; and critical discussions on ethics and responsibility in luxury branding. 

Prerequisite: MKT201 Introduction to Marketing