Luxury is a concept that is personal to each individual consumer. To manage luxury brands is to engage in a deep exploration of user experience and consumer behaviour.
Ravensbourne’s MDes Luxury Brand Management focuses on a user-centred design approach to managing the relationship between brands and their customers.
MDes Luxury Brand Management explores how strategically constructed brand experiences influence consumer perception. It does so through applying a range of design research methods in understanding buyers and buyer behaviour, and translating the insights into innovation solutions and business effectiveness.
The course draws from the design disciplines such as fashion, graphic, product and architecture which are all used to create the luxury brand experience. By exploring consumer perceptions of established aesthetics and values of designed artefacts you will develop a thorough understanding of how to create brand loyalty and equity through design. You will also explore issues around harmonising brand awareness across multiple platforms, new digital technologies and new cultures and markets.
Working with other MDes students in Service Design and Design Management, you will have the opportunity to develop a collaborative attitude and the ability to problem solve in complex project situations.
The course draws on the research interests of Ravensbourne staff engaged in research into ethical issues in the fashion business on brand perception, marketing and branding of sustainable fashion, and the role of social networking in establishing brands.
This course is one of three that form Ravensbourne’s MDes (Master of Design) programme. Each course has been developed in response to industry demand for professionals with strategic design knowledge and business and management acumen who can lead and manage specialist design teams.
You will gain industry-focused knowledge, practical multi-disciplinary skills and in-depth intellectual capability allowing you to think openly and creatively as you progress towards a leadership career in the creative industries.
A particular emphasis will be placed on developing your collaborative skills required for business success. Our globally-focused case studies will also broaden your perspectives and increase your understanding of international design and business practices.
Core to the MDes programme is design thinking, the essence of design practice, but now also being adopted by leading business organisations in the world as an innovative approach to problem solving. The programme will challenge students to experiment with ideas in order to develop innovative solutions.
Who is it for?
- Brand managers looking to progress their careers to senior level, move to luxury brands or start their own consultancy.
- Qualified individuals without a background in luxury brands who are already working in the creative or retail industries or plan to do so.
- Professionals who have a vested business interest in luxury brand management and who work closely with luxury brands.
Where will it take me?
MDes Luxury Brand Management graduates will go on to work as brand managers, design managers and client account managers in design and creative companies as well as luxury goods companies. You might be employed within the fashion or design industries in management or marketing roles. Some graduates will set up their own consultancy businesses.
You will also benefit from Ravensbourne’s reputation for creative and technical innovation, and our very strong industry connections.
“Competition for jobs in the design business has never been fiercer. Working towards an MDes can help open doors and job opportunities for candidates.”
Jane Richardson, Aquent Recruitment
What will I study?
- Cultural and Contextual Design Studies
This unit provides an introduction into the course and subject area to develop a learning foundation for further development of specialist knowledge and research skills.
- Practical Application of Design Thinking
Focusing on developing practical methods and tools to be able to carry out projects using the Design Thinking Method, this unit will explore the range of different frameworks available to designers and managers to use in different contexts. The knowledge of how to carry out design thinking in a practical situation is crucial in identifying and assigning accountable value to the practice of design thinking.
- Managing Design in a Global Society and Economy
This unit runs concurrently with the two design units and explores different perspectives in analysing global, social and economic issues. You will be introduced to the fundamentals of communicating and analysing current politics, economic and business issues, social and environmental issues. It is taught with a wide-lens perspective and aims to broaden the scope of thinking.
- Professional Practice in Management and Consulting
This intensive unit in the practice of management and consulting covers three core management areas: Project Management, Knowledge Management and Change Management. The unit also covers professional standards and best practice in consulting. You will develop your own methods in management and consulting as you learn through practical projects in specifically designed real life situations. The aim is that by the end of this unit you will have the confidence to apply your knowledge and skills in live, commercial projects.
- Studio Practice
This unit is designed to allow you to focus and practice your chosen specialism and is developed with three possible options: you can participate in a work-based learning option, involving a placement; or collaborate with the wider Ravensbourne community in a prototyping option; or develop your specialism into an enterprise. The aim of the unit is to allow for personal development through experimentation in a controlled and structured environment designed to challenge your thinking and methods.
- Strategic Design and Innovation
This unit connects design thinking with business strategy, through project-based learning. You will develop expertise in business strategy, strategic planning and learn to integrate this with your previous knowledge in design thinking and management.
- Major project
This unit concludes the MDes programme and enables the student to use knowledge and skills acquired on the course to execute a substantial independent project that demonstrates an advanced understanding of their practice.
The units are delivered using a range of innovative teaching methods that reflect current industry practice.
Design education is combined with a design-based approach to business and management. Learning is facilitated by permanent teaching staff and by expert sessional staff with strong industry connections.
Whilst some learning is more formally delivered through lectures, seminars and case studies followed by written essays, the main emphasis is on experiential learning in the form of workshops, boot camps and project-based learning. This simulates the business environment and helps you develop advanced skills in management and business issues.
You are required to own or have access to a laptop from the beginning of your studies. Laptops are an essential tool to support personalised learning and give you access, when and where you want it, to many of the creative tools and educational resources you will encounter during your studies.
Laptops are used extensively in all of our courses. You will need one to access our network, and to research, communicate and collaborate during your studies.
Click here for the full programme specification.