The multidisciplinary focus of this programme cultivates fashion marketing values and skills from a managerial and aesthetic perspective. It achieves this in the context of understanding the nature, dynamics and roles of individuals that generate successful fashion brands.
Students explore the areas of idea generation and innovative data collection methods and examine how insights derived from consumer research can aid the development of creative and effective marketing strategies. In addition, the programme fosters a detailed understanding of cultural, social and consumption differences that reflect the opportunities and challenges of working in an international context. The concept of luxury is explored and how successful luxury brands build and maintain brand equity is evaluated.