Luxury Brand Management Online Short Course
Course description
Course overview
How do luxury fashion brands stand out from the crowd and successfully communicate what they stand for? Learn the basics of luxury brand management and how it works in the fashion industry with this introductory online short course.
The course aims to equip you with the fundamental knowledge and understanding you will need if you aspire to work within the luxury industry.
During the course, you will develop an understanding of luxury brand management, covering a range of topics like brand identity and customer loyalty. You will develop practical skills useful in any role in the luxury industry.
Who this course is for
The course is ideal for anyone who is working or wants to work in luxury fashion management and wants to develop their practical understanding of the luxury brand world.
Key information
Topics covered
- The history of brands (overview)
- Names, logos and symbols
- Basic principles of managing a brand
- Trends in customer attitudes and behaviour
- Brand identity and brand positioning
- Corporate culture, values and mission
- Communicating brand values offline and online
- Attracting and retaining customer loyalty
- The new generation of rule breakers
- Case studies
Learning outcomes
- Developed an insight and understanding of the luxury brand world
- Learnt to identify luxury target customers and their needs
- Developed an understanding of how to build target customer profiles
- Gained a good understanding of brand positioning and its impact on luxury brands
- Learnt various methods to communicate luxury brand values
- Received insider tips on how the luxury industry is changing
- Receive a digital badge and certificate of attendance
Materials
- Pen and paper to take notes during live sessions
Please see our Guide to taking online short courses
Tutor
Minal Kay Malik
Minal is a multi-award-winning Senior Lecturer in Fashion Marketing, with a passion for sustainability and diversity and Unit Leader for Year 1 Global Fashion Branding Theory and Year 2 WEBL unit.
She is also a former Fashion Editor at Paper Magazine, with experience in emerging markets, marketing, and social media for luxury brands like Burberry and Net-A-Porter and now a freelance consultant, writer, and stylist for Hypebeast, Ok!, Vogue, Who What Wear and others.
Eddie Knevett
Eddie is a highly successful and respected fashion accessories buying manager with a wealth of experience in buying and merchandising for branded luxury for multi brand department stores, premium and luxury brands as well as premium own label brands.Experienced in creating destination retail concepts for example strategically taking House of Fraser accessories from a high street own label offer to one of the largest premium and luxury offers within the UK. Eddie has built successful working relationships with numerous luxury brands including Hermes, Cartier, Gucci, Prada, YSL, Chloe, Givenchy, Mulberry, Anya Hindmarch, Paul Smith Michael Kors, to name a few. Working with these brands on both an own bought, concession and branded shopfit basis.
As well as teaching Eddie works with various international fashion brands and retailers on a consultancy basis.
Book a course
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