The aim of this course is to introduce key concepts, strategies and actions needed to build and sustain a brand within the complex structure of the fashion industry. In particular, students will learn about: ● Brand management concepts as they apply to the fashion industry and its specific markets ranging from mass market to haute couture. ● The value of effective marketing programs that support the creation, building and sustaining of fashion brands. ● Strategies of product and brand innovation. Learning Outcomes: ➔ Appraise key brand management concepts and their role in the fashion industry. ➔ Analyse brand management strategies and their application by fashion brands. ➔ Examine brand-building marketing programs and their relation to successful fashion brands. ➔ Outline the process of product innovation currently used by the fashion industry.