This module is designed to study the principles of Luxury Retailing. Students will be introduced to the fundamentals of the luxury concept in a retail context, the existing and changing luxury consumers purchasing patterns, and the tactics the luxury sector deploys to meet customers’ expectations and to engage with the consumer. This module explores this idea of luxury retailing with particular focus on the fashion industry.
Students will be encouraged to critically analysis, and to make appropriate judgements and opinions on the meaning of luxury in today’s market space, whilst also contributing valuable creative and innovative perspectives to develop market specific initiatives.
1. Introduction to Luxury
Introducing the concept of Luxury and exploring Luxury Retailing within the context of the study of Fashion Buying and the role of Luxury across all market levels.
2. Luxury Product Analysis
Exploring the attributes of the Luxury Product.
3. Store Environment and Omni Channel Retailing. Exploring the physical entity of Luxury Brand DNA and the relationship between product and retail environment.
4. Omni Channel Retailing in Luxury
Exploring the changing marketplace of Luxury Retailing and the meaning of exclusivity and accessibility in this current marketplace.
5. Luxury Consumer Profiling
Examining the changing faces of the Luxury consumer from Couture to Designer High street Collaboration, perceptions that exist within each segmentation.
6. Intro to 8 P's of Luxury Brand Marketing
Understanding the role of the Marketing Mix in creating the DNA of Luxury Brand in delivering the luxury message to the consumer and wider public.
7. Massclusivity/High Street Luxury/Diversity
Exploring the rise in accessible luxury and the influence and impact of this on the brand DNA. Identifying the characteristics of the accessible Luxury product.
8: Niche Brands in Luxury
Discussing the power of the niche Luxury brand in contrast to the global Luxury players, and why the consumers demand and desirability is influenced.
9: Sustainability/Corporate Responsibility in Luxury
Introducing the role and focus on corporate responsibility of Luxury and Global brands, in response to changing wants and interests of the consumer, the supplier, the environment and the future.
The main teaching ethos will require students to undertake high levels of self-directed learning and research and to engage in the examination and engagement of this topic, and in gaining understanding and judgement on the meaning of Luxury.
Student will be assessed individually. The module will also incorporate a range of learning teaching methods including: lectures, tutorials and seminars, class assignments, class discussions and case studies.
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Other Assessment(s) | 100 |