This course will focus on creating, maintaining, and revitalizing fashion brands. Through the use of case studies, class participation, exercises, and lectures, we will explore all that is needed to create new brands, shape them through a process of co-creation, maintain their equity over time, extend and stretch them, manage portfolios of brands, and address topical issues including ethical challenges and brand crises. The focus of the material is primarily strategic, identifying how to identify and exploit user needs, build a brand identity through two different approaches to positioning, and then ensuring that identity drives all aspects of your business model.