Luxury and Brand Management (LXMT)

A fundamental understanding of business management practices is essential to success in the luxury and fashion marketplace. In addition to an examination of modern business trends, students in this course explore the development of organizational structures, effective leadership techniques, and strategic decision-making methods for achieving financial objectives. Students conduct brand analyses and create business solutions as they hone skills necessary for success in current markets.

In the ever-evolving global luxury marketplace, staying ahead of trends is crucial for success. This course offers an exciting exploration of trend forecasting techniques and analysis within the context of luxury and creative industries. Students gain insights into consumer behavior and the adoption of trends while learning to predict future trends by establishing the intersection of aesthetics, culture, economy, lifestyles, art, music, film, and technology.

Visual communication is the art of delivering a message through design. In this course, students investigate the fundamental components of visual communication technology and design in the context of presenting ideas, delivery concepts, and building a personal brand. They employ industry-standard presentation techniques to create compelling visual narratives and professionally pitch their luxury marketplace concepts.

From exotic travel to luxury automobiles to high-end fashion, marketing luxury brands and experiences requires a unique strategy and perspective. This courses explores the evolution of luxury consumption and the marketing practices of successful luxury brands. Students apply their research to the development of unique, innovative strategies and compelling brand messages, targeting luxury consumers in a global marketplace.

From fashion films and video lookbooks to designing the visual elements of retail space, strategic brand building engages consumers with compelling visual narratives and cutting-edge experiences woven across multiple platforms and media. By experiencing all phases of the production process, students meld visual narratives and storytelling principles with technology solutions to reach luxury consumers in an evolving digital landscape.

Students explore this expanding area of the fashion industry through a series of modular workshops. These include, but are not limited to, visual merchandising, fashion advertising, and professional practices in marketing.

Today's fashion and luxury companies rely on a complex integration of wholesale, brick-and-mortar, and digital channels for distribution of luxury goods and services. From retails stores to ecommerce channels, students learn the specific tools, models, and best practices to effectively build and manage a global retail network.

From sourced materials to personal shopping experiences, managing the supply chain is paramount to a successful business strategy. Key areas investigated include the evaluation of suppliers and supply chain providers, cost analysis, quality assurance, sustainability, inventory management, warehousing, and logistics. Students research and create a global supply chain strategy for introducing a new product to the marketplace.

Applying appropriate methodologies, students synthesize the knowledge and expertise acquired throughout their luxury and fashion management studies to produce an innovative solution for a luxury brand. The final project of the program results in a deliverable that responds to current trends in the luxury marketplace, culminating in a research document and professional presentation. Prerequisite(s):Completion of the review for candidacy.

Global brand leaders in the luxury marketplace must make informed, ethical decisions that consider the impact on and contribution to the environment, people, and cultures that make up the supply chain. Students in this course learn to maximize the value of brand equity by establishing and adopting ethical and sustainable practices.

The intricate world of luxury watches and jewelry blends craftsmanship, design, and marketing in one comprehensive experience. In this course, students learn about the rich history, heritage, and technical expertise behind iconic brands, as well as the art of creating, curating, and selling high-end pieces. Through this course, students gain a deep understanding of luxury consumer behavior, trends, and the global market, which are essential in a fast-growing industry. This knowledge and hands-on experience will serve students in various creative careers, whether pursuing roles in design, branding, marketing, or entrepreneurship in the luxury sector.

Beauty is a multibillion-dollar industry and today's fashion and luxury brands are vying for their share of the global market. Through exploration of product development, packaging, and merchandising, students gain insight into luxury brand strategies specific to marketing beauty in a global marketplace. With an understanding of the core concepts and business models that define the beauty industry, students create, develop, and market an original product for a luxury brand.

The business of fragrance is a key player to the global reach and financial performance of luxury brands. In this course, students experiment with core ingredients, develop product packaging, and research business models and marketing strategies in support of a new fragrance launch. These fundamentals prepare students to create, develop, and market a prototype fragrance for a luxury brand, retailer, personality, or designer.

From private flights to bespoke spa experiences, students gain insight into upscale industry-leading brands, business models, and marketing strategies that are shaping luxury travel and hospitality. This course prepares future marketing leaders by providing a broad understanding of the related business segments of the luxury travel and hospitality industry, such as fine dining, wineries and vineyards, exclusive travel, and cruises. Through multi-disciplinary collaboration, students develop a portfolio project focused on luxury leisure and business travelers.

From field research to product launch, students delve into the expanding marketplace of luxury tech. Through exploration of how luxury tech impacts market segments, such as aviation, boating, automotive, consumer electronics, and artificial intelligence, students study the convergence of technology and luxury.

Students in this course undertake a field assignment under the supervision of a faculty member.

Students in this course undertake a teaching assignment under the supervision of a faculty member.

Demonstrating the professional acumen acquired throughout their graduate studies, students identify an innovation business opportunity and propose a research-based solution. From research to final presentation, the resulting thesis will extend the body of knowledge in the field of luxury and brand management.