Luxury and Fashion Marketing

Course Outline – Spring 2025


Home 

Professor

Dr. Satyendra Singh

Professor, Marketing and International Business

University of Winnipeg, Canada

s.singh@uwinnipeg.ca

(204) 786 9424

  

Classroom

Room: 1C16B              

Schedule: April 28 – May 2 (9:00 AM–3:00 PM) 

Course website: sites.google.com/view/drsatsingh/highschool   

 

Course Objectives/Learning Outcomes

Luxury is everywhere—in fashion, food, perfume, etc. International marketing managers regularly invent new terms to qualify their brands as luxury by advertising them as true luxury, ultra-premium, and premium, among others. It creates confusion because if everything is luxury, then the term luxury no longer has any meaning. This course is designed to clear this confusion. The purpose of the course is to introduce you to the concept of true luxury marketing and its remarkable relationship with the customers who adore luxury brands. We will examine such brands using theories, research and advertisements. Finally, we will also learn about fashion marketing in the context of luxury. Specifically, this course is designed to understand the following:

 

Luxury concept and consumer behavior (April 28) 

Luxury fashion marketing (April 29)

Price and promotion (April 30)

Distribution and brand management (May 1)

Presentations and seminars (May 2)

 

Teaching Method

Lecture, visuals, research, class participation, case studies and presentations


Login Details

Usernames and passwords

 

Academic Activities

Collect data and enter in Excel Template during April 28–30.

Analyze the data. Use the template for calculating average, count and percentage by April 30 noon.

Write a group report (1000 words/student) about what you found interesting and what it means for luxury marketing managers by May 1 noon.

Prepare a 10-min group presentation based on your findings, and present on May 2 afternoon.

 

Assignment Deadlines

Please send the files below as attachment (no pdf or jpg or link) at s.singh@uwinnipeg.ca 

Please write Group # in subject line.

Excel sheet due (.xlsx only): April 30 by noon

Report due (.docx only): May 1 by noon

PowerPoint Slides due (.pptx only): May 2 by noon

 

Class Participation

Please speak in the class in a consistent manner to demonstrate insights into the key issues of the lectures, discussions or presentations. 


Groups

Group # 1: 


Reading Materials

History: 18th Century clothing * 1960s fashion

Fashion: women fashion history * street fashion in Japan * food inspired fashion

Scarf: scarf historyHow to wear a scarf

Fake:  fake Cartier and Rolex watches * spotting fake LV Bags

Gifts: gifts for super rich

Hairs: African hair braiding * hair business

Branding: Burberry Burns * Zimbabwe Crocodile Industry

Pet fashion: pet fashion

Suspender:  how to select a suspender



Pictures

Past luxury courses