Diamonds in the Rough: Luxury Brand Marketing at the GCU British School of Fashion

Scotland’s Glasgow Caledonian University (GCU), featured by Bloomberg Businessweek this week, has recently inaugurated its new fashion business school in London and plans to open a satellite campus in New York City at the end of September. GCU has been known as a leader in fashion education since the 19th century. Rather than focusing on design, however, the new GCU British School of Fashion instead aims to offer a specialized business education with applications to the fashion industry, as the school’s director, Christopher Moore, explains: “The remit of the School is clear: we are about the business of fashion. While there are other great international design schools, we are quite different. Our aim is to be a leading School for the business of fashion.”

The British School of Fashion’s MBA in Luxury Brand Marketing program aims to impart industry tools and skills related to such topics as consumer behavior, globalization and strategic management. The school has also avowed a commitment to social responsibility, sustainability and fair trade as part of its core values. Details have yet to be announced, but the MBA curriculum reportedly consists of five core modules. With support from a number of British fashion brands, including Marks & Spencer, House of Fraser, AllSaints and the Arcadia Group, the school’s faculty will also feature a team of honorary professors and fashion industry leaders. Moore told the BBC, “Over the past decade, there has been a significant professionalization of the fashion sector, and there is now a need for high-quality fashion business graduates.”

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