Course Title: Fashion and Luxury Brand Management

Part A: Course Overview

Course Title: Fashion and Luxury Brand Management

Credit Points: 12.00


Course Code




Learning Mode

Teaching Period(s)


Brunswick Campus


350H Fashion & Textiles


Sem 1 2021,
Sem 2 2021,
Sem 1 2022,
Sem 2 2022,
Sem 1 2023,
Sem 2 2023


RMIT University Vietnam


350H Fashion & Textiles


Viet3 2021,
Viet2 2022,
Viet2 2023


RMIT Vietnam Hanoi Campus


350H Fashion & Textiles


Viet3 2021

Course Coordinator: Dr Stephen Wigley

Course Coordinator Phone: +61 3 9925 9548

Course Coordinator Email:

Course Coordinator Location: B511 F02 R007

Course Coordinator Availability: By appointment

Pre-requisite Courses and Assumed Knowledge and Capabilities

Required Prior Study

You should have satisfactorily completed MKTG1446/MKTG1447/MKTG1504 Introduction to Fashion Marketing before you commence this course. 

Alternatively, you may be able to demonstrate the required skills and knowledge before you start this course. 

Contact your course coordinator if you think you may be eligible for recognition of prior learning.

For your information go to RMIT Course Requisites webpage.

Course Description

This course explores the concept of the brand and its crucial role to fashion enterprises and for consumers. You will gain an understanding of branding theory and practice by considering various conceptualisations of the brand and their application in the fashion market. In particular, you will cover brand positioning, brand values, brand personality and identity and how these are conveyed by fashion businesses and understood by consumers. In addition, this course will explore the idea of luxury, and substantiate philosophical concepts of luxury by considering the distinctive characteristics of luxury fashion brands.

Objectives/Learning Outcomes/Capability Development

Program Learning Outcomes 

In this course you will develop the following program learning outcomes:

PLO1: Critically review, analyse and evaluate theory and industry knowledge relevant for fashion enterprise in the global fashion business environment.

PLO2: Apply a range of creative and commercial skills to successfully practice in a range of roles in the field of fashion enterprise.

PLO4: Communicate using a range of formats and strategies to diverse audiences within and external to the fashion enterprise field.

PLO5: Work with others in a range of roles and contexts, demonstrating cultural, environmental and social awareness through ethical and reflective practice.

Course Learning Outcomes 

Upon successful completion of this course, you will be able to:

CLO 1: Understand theoretical concepts of the brand and apply those conceptualisations to industry practice.

CLO 2: Critically evaluate the attributes and characteristics of existing fashion brands.

CLO 3: Define the concept of luxury and distinguish the distinctive nature and attributes of luxury fashion brands.

CLO 4: Apply brand theory to the proposal of a new brand to compete in the fashion market.

Overview of Learning Activities

Your learning will be facilitated via a range of in-class and online activities that will require both individual and collaborative engagement. Class activities promote your ability to enquire, investigate, analyse and solve fashion business problems.

Overview of Learning Resources

RMIT will provide you with resources and tools for learning in this course through our online systems.

A list of recommended learning resources will be provided by your lecturer, including books, journal articles and web resources. You will also be expected to seek further resources relevant to the focus of your own learning.

There are services available to support your learning through the University Library. The Library provides guides on academic referencing and subject specialist help as well as a range of study support services. For further information, please visit the Library page on the RMIT University website and the myRMIT student portal. 

Overview of Assessment

You will be assessed on how well you meet the course’s learning outcomes and on your development against the program learning outcomes.
Assessment Tasks:
Assessment Task 1: Class and online participation – Individual, 10% CLO 1, CLO 2, CLO 3 & CLO 4
Assessment Task 2: Brand Handbook - Group, 50% CLO 1, CLO 2 & CLO 4
Assessment Task 3: Luxury brand project - Individual, 40% CLOs 1, CLO 3 & CLO 4
Feedback will be given on all assessment tasks.
If you have a long term medical condition and/or disability it may be possible to negotiate to vary aspects of the learning or assessment methods. You can contact the program coordinator or Equitable Learning Services if you would like to find out more.
Your course assessment conforms to RMIT assessment principles, regulations, policies, procedures and instructions.