Luxury Branding

Catalog description

Luxury has been both celebrated and condemned throughout history right up to the present day. In this course, we will examine luxury and its relationship with desire, status, consumption and economic value, exploring why luxury always triumphs in spite of the economy and world affairs. Brand strategy is the compass directing creative brand solutions. To this means, students will study the brand, its purpose and target audience, shop the market and analyze merchandising and marketing strategies to reveal insights and create meaningful brand ethos. We will take a look at case studies from the luxury sector such as like Chanel, LVMH and Tiffany, as well as luxury travel, retail store design, tech, beauty and accessories in exploring how the most successful luxury brands function and defining what luxury represents in the contemporary world. Explore old luxury and the democratization of modern affordable luxury with its criteria and strategy for today's consumer. The final project of the program results in a deliverable that responds to current trends in the luxury marketplace, culminating in a paper and professional presentation. Pre-req: FM 201