Dr. Liu: luxury marketing strategy and Chinese luxury market expert

Dr. Liu, luxury marketing expertSindy Liu was Professor of Fashion Marketing and Brand Management, at the London College of Fashion, University of The Arts, London, UK. She has earned her Ph.D. in Luxury Marketing at Glasgow Caledonian University, UK.

She has had experiences in the luxury industry including consulting, media and retailing. She is about to publish a paper on Luxury Fashion Retailers’ Internationalization into China, in Journal of Business Research this year. Her key research interests are luxury brands’ strategy development in China, luxury marketing strategy and sustainability. She is also a contributor to Elle Magazine and Harper’s Bazaar China, and have published articles to help brands to promote in the Chinese market, including Burberry, Tom Ford, Dunhill and David Beckham.

A true citizen of the world who was born in China and lived in Denmark, US, UK. She has joined the International University of Monaco for its specialism on luxury research as part of the INSEEC Group. She teaches the course «Luxury Distribution» in the MSc in Luxury Goods and Service, and MSc in Luxury Retail. Distribution is one of the most important strategy in luxury brands’ internationalization process, as it is the deciding factor of the level of control a company will have in different market, consequently leads to the overall development of the luxury brand image; therefore this course is instrumental in the MSc programs. It discusses a varieties of approaches for luxury brands to distribute products and enter international markets, while protecting a consistent luxury brand image.  The course combines literature with case studies, encourages class discussion on industry examples, and assignments are designed to be focusing upon the strategic implications of different distribution channels. Students will gain an in-depth understanding of distribution strategies, and improve their critical thinking on analytical skills.


For more information on the MSc in Luxury Management program, visit our website

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