Masters in Fashion and Luxury Brand Management
You work as a consultant for a global consultancy company based in the City of London. You were asked to research a luxury company assessing its approach to managing its brand during the downturn that started in 2008. The report should cover the following points:
1- A background about the company ? its products, competitors, policies (It is NOT important / required to talk about the history of the company).

2- Assess the current strategies followed by the luxury brand company in managing its brand during the financial crisis. The assessment should be backed up with evidence from the company financial performance, and secondary research data including industry reports, academic journals, and other reliable data sources.

3- It is vital that you critically refer to the academic literature for any theories or models on managing luxury brands, with reference to effects of recession on luxury management strategies.

4- After assessing the current position of the company, its strength and weaknesses, in managing its brand in the downturn, you need to come up with a short list of recommendations that could strengthen the company?s ability to manage its brand, to minimize the effects of a possible future downturn.

5- The overall conclusion of the paper is an evaluation of the organization?s approach towards managing its brand.

Please check the given materials in the attachment.

Learning outcomes assessed
All 4 learning outcomes will be assessed through the work specified above. Marks will be awarded according to the following criteria:
? Knowledge and understanding of theories, frameworks, approaches and processes relevant to the management of luxury goods, services and organisations and depth of critical analysis of the financial performance of a luxury business
? Ability to critically relate a variety of approaches, expansion plans and growth strategies suitable for luxury goods markets
? Depth of critical analysis and evaluation of different strategies and tactics formulated and implemented by luxury companies and ability to recommend an appropriate course of action in response to a given brief
? Appropriateness and feasibility of the proposed solutions and recommendations, and relevance of selection of theories applied.
Instructions to Students:

– The report should not be more than 3000 words.
– The assignment is a INDIVIDUAL work
– The overall report has an introduction, a body and a conclusion. The body is composed of the analysis of the firm.
– You need to include appendix pages that include a list of the financial statements of the company which are usually found in the Annual report of the organization and that can be downloaded from its website. You can use the appendix also to show any calculations you have done (this will not be included in the word count)
– You should also include a list of References that are used to collect information, all the referencing should be done according to the Harvard referencing system.

I need a brief draft or outline on 19th June,which is requested by supervisor.

On the successful completion of this unit the student will be able to:
1- Appraise the concept of luxury and critically analyse the unique characteristics of the global luxury goods market with emphasis on the financial performance of luxury organisations

2- Compare and contrast different managerial approaches, expansion plans and growth strategies suitable for mature and/or emerging luxury goods markets

3- Critically evaluate the key success factors and potential pitfalls in building luxury market offerings, from conception to development, communication, distribution and retail and recommend an appropriate course of action in response to a given brief

4- Select and utilise a range of theories to effectively communicate findings, present solutions/recommendations in a focused and coherent manner

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