Report on a International Luxury Brand

23 Oct


London College of Contemporary Arts (LCCA) MA in Fashion Retail and Luxury Management




Brand Globalisation (FRM/BG)


Report on a International Luxury Brand


Assignment Type REPORT
Word Limit 2500
Weighting 100%
Student Intake ONLINE
Issue Date 04/09/17
Submission Date 10/01/18
Feedback Date W/O 22/03/18
Issued by (Assessor) Fabio Ciquera
Internal Verifier Vera Dearman

When submitting work for assessment, students should be aware of the LCCA guidance and regulations in concerning plagiarism. All submissions should be your own, original work.

You must submit an electronic copy of your work. Your submission will be electronically checked.


Harvard Referencing The Harvard Referencing System must be used. The Wikipedia website must not be referenced in your work.
Learning Outcomes On successful completion of this assignment you will be able to:


LO Learning Outcome Description

Knowledge and Understanding



Critically review the aspects of globalisation with in the fashion sector



Assess effective strategies of a luxury global  brand management



Understanding the purpose  of customer satisfaction in the global arena


LO4 Critically evaluate the application of new brand strategies

Task 2

Learning Outcome 1,2,3,4

Assessment Criteria: A3, B2, B3, C4, D1 and D2

Weighting 100%

Individual presentation:20 minutes


The module addresses the concept of brand globalisation in the luxury sector. It covers the aspects of global marketing and evaluates the marketing strategies, which a brand chooses to employ in order to gain presence and form an identity in the international arena.


In order to understand the global branding the students have to look into the brand concept from an international perspective. Please select an overseas fashion or luxury brand, which is operating either in South America, Korea, China, Japan, India, UAE or Australia (But not the UK)


This should be a brand which has a strong local representation within its own global territory but which may not perhaps be strongly represented on an international stage. Undertake a detailed analysis as to what makes it successful; what cultural, social or historical factors have made the brand what it is? How and why is it successful? Is the concept of luxury portrayed differently within this culture? If so, how?


Devise a marketing campaign that for this brand, which would make enahance its global standing. This could be within the same or a different international territory, or it could build upon a social trend or political movement that you think is relevant now. Research using WGSN, The Business of Fashion, Mintel, Emerald and Verdict to identify a suitable brand and something new and exciting happening within your chosen product sector as an exciting starting point.


It is estimated that candidates will make reference to at least ten sources of literature to demonstrate the breadth of their research.



Candidates should ensure, through discussions with their tutors, that their selected projects are manageable and appropriate for the time period and purpose of this task,


In completion of this module candidates are required to:


  • Carry out research to justify and define their projects.
  • Consider the possible approaches to the project and justify the selected approach.
  • Define the developmental project aims and quantifiable project objectives, with justification.
  • Identify the resource and organisational issues associated with the projects.


All research should be appended to this assessment.


All theories, concepts, models and industry examples must be appropriately referenced using the Harvard System.






All materials must be properly referenced. Length required is advised above. Longer work will not be penalised. However it should be noted that a concise and professional style which is well focused and clear in the points being made will gain good credit. Originality, quality of argument and good structure are required. What I want to see is that you can take a body of theory, understand it, choose what you want from it, apply it in a reasonable fashion and hence evaluate it. Your submissions will be expected to demonstrate the following qualities:

  1. Answering the central focus of the assignment topics.
  2. The companies you choose can be from any luxury product or fashion sector, but you must provide some background and justification of your rationale. You will need to make assumptions where information is not available and this need to be clearly outlined.
  3. A critical appreciation of relevant literature and its use to support argument, substantiate model(s) and other aspects of the assignment.
  4. Taking ownership of the content, being prepared to debate and argue a personal position, evidences evaluative skills. A submission made up of extracts from published sources which is descriptive and just theoretical, is not acceptable. Your submission must have an interpretation and consideration of the challenges and issues of taking theory into practice (using cases and/or personal experience).
  5. Ability to analyse relevant theoretical concepts in a critical manner, evaluation of material, indication of gaps in the literature.
  6. Logical flow of ideas and treatment; imaginative approaches; appropriate
    selection of real world factors related to the model(s) or specific assignment topic.
  7. Evidence of additional personal research, and the ability to analyse material from a variety of appropriate relevant perspectives. A clear listing of references and/or bibliography.
  8. Presentation, structure, appropriateness of methodology, breaking into section headings/subheadings, tidiness.
  9. A strong conclusion.

Please ensure that you reference material which you take from text books, published documents, internet etc… in the main body of your report, at the place you use it, as well as listing the publications in a bibliography. Also, try to evaluate and critique this material and the experience you get from applying and using it. Such personal critique gains high reward in postgraduate level work!


Please note that just providing a summary of current published works on your chosen topic will not receive a high grade. Ensure that your writing style is one in which you take ownership of the content. Evidence personal evaluation – this can often be achieved by evaluating prior experience or a case study within the context of the theory.


Grading Criteria

Criteria Weighting










Generic skills:  communication and presentation.



  Comprehensive and correctly structured assessment. Style of writing is very fluent and develops a coherent and logical argument. Excellent referencing. Well structured report which follows appropriate format but some aspects of layout and referencing could be improved.  Style of writing is fairly fluent. Good referencing. Good report in most aspects but suffers from variations in quality and the layout contains some inadequacies.  Style of writing is satisfactory. Referencing needs improving. Very poor report which is incorrectly structured and contains major errors and omissions. Style of writing lacks coherence and fluency. Poor referencing.


Knowledge & Understanding   Demonstrates excellent knowledge of theory and provides critical theoretical underpinning. Very good interpretations and summarising of main themes.


Wide range of knowledge demonstrated and evidence of good understanding of the topic.


Ability to interpret and summarise succinctly.

Good range of knowledge demonstrated but weaknesses in key areas.  Some understanding displayed of the topic.


Summary and interpretation are satisfactory.

Very poor range of knowledge demonstrated and there are major weaknesses evident in interpretation and understanding.

No clear interpretation of main themes.

Analysis   Excellent use of theoretical and conceptual models to guide analysis linked with a critical discussion of main themes.

Deconstructs the major themes used in the argument.

Very good use of the theoretical and conceptual models with good critical discussion and application.


Good evidence of deconstruction.

Use of theory and concepts limited but relevant.   Application could be improved and there is a tendency towards description.


Must provide more evidence of deconstruction.

Very poor use of theory and very little application of concepts.


Very little description with not much evidence of analysis.



Synthesis/ Creativity/ Application   Logical presentation of themes with appropriate examples being demonstrated. Very good demonstration of synthesis. Models have been clearly applied to the argument. Very good account of main themes with sound application.   Good attempt at applying models to the argument. .Fairly good attempt at synthesising the salient points. Good account of main themes with some attempt at application. Limited

evidence of synthesis.

Very poor account of main themes with little or no application. No links between models and argument.
Evaluation   Shows clear evidence of in-depth critical reflection and evaluation of the argument by providing a robust defence of the opinions presented in the assessment. Shows evidence of critical reflection and evaluation  and a fairly cohesive defence of the argument Shows some evidence of critical reflection but could have been developed. Shows little or no evidence of critical reflection and needs to be much more developed. There is no defence of the opinions presented.







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Posted by on October 23, 2017 in Academic Writing



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