MA LUXURY BRAND STRATEGY & BUSINESS

TERM 1

During this module, MA students were task to develop a written report, brand communication & marketing strategy, and a developed research & development document. The objective was to asses current industry brand communication strategies then apply those to a brand campaign strategy.

My response to this brief involved developing an AI-focused campaign for Emma Faye Designs, which would allow the brand to increase profit margins, position the brand into a new sector of the target market and increase visibility to a wider audience.

TERM 2

During this module, MA students were task to identify the meaning of luxury in a contemporary market place. The brief asked to students to apply socio-economic factors that are currently impacting the fashion industry. By utilising in-depth research and applying those findings to current luxury business models, we were tasked to develop a written and visual case study, providing future-proofing advice to the luxury industry.

My response to this brief involved research into the current financial crisis that the world is facing, how this will impact luxury brands today and provided insights into how consumers are spending their valued money in the contemporary market place. By analysing three LVMH-owned luxury brands in the leather goods sector, I was able to apply my researched findings with current business practices and provide recommendations to luxury business when faced with headwinds.

TERM 3

During this module, MA students were tasked to develop a live-innovation business strategy for Disney. This group project allowed us to combine the knowledge learned in term 1 & 2 and apply it to a real-world opportunity with the Disney Team.

My response to this brief involved developing a campaign where Disney’s ‘The Princess Diaries’ series could collaborate with luxury makeup artist & brand, Pat McGrath Labs. This business and communication strategy created opportunity for both brands to increase engagement reach, tap into new target markets and provide additional revenue streams across the enterprises.

This project involved two live pitch presentations to the Disney Consumer Products team in London and a developed website that housed my team’s research.

TERM 4

During the Final Masters Project term, MA students are tasked to develop a written research document with a simultaneous practical project of choice. Prior to developing both pieces of work, students were ask to pitch their idea to accessors.

My response to this brief was to develop a brand extension for luxury costuming company, Emma Faye Designs. By utilising my research on this brand in term 1, I was able to identify a gap in the athletic wear market and provide an opportunity for the brand to expand its reach and generate increased profit margins.

By working with Emma Faye, I was able to create my own made-to-measure athletic wear brand called Eighteen Thirty Five. This brand’s strategy will be further developed throughout term 4, with a hard launch into the industry in August 2024.