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CEGBI Masterclass Guest Lecture - Luxury Marketing Trends in Asia

Picture of Professor Eunju Ko

Thursday 8 October 2015, 4.30PM to 6.00pm

Speaker(s): Professor Eunju Ko, Professor of Fashion Marketing, Yonsei University, Korea


This presentation discusses luxury marketing trends, with a focus on Korea. It addresses issues such as why the Korean market has become so important in Asia and the influence of Korean consumers on the Asian market. Moreover, it introduces also key cultural trends in Asia (i.e., Hallyu). The session offers an overview of the current luxury market in Korea including luxury market trends, luxury retailing trends, luxury consumer trends, and aspiring Korean brands. An academic example of luxury marketing research is illustrated and academic as well as managerial implications regarding luxury marketing issues are discussed.


Eunju Ko is Professor of Fashion Marketing at Yonsei University, Korea and President of the Global Alliance of Marketing Management Associations.  She has taught and published extensively on luxury brand management, fashion marketing and brand management and fashion advertising and promotion.

Location: LMB/002x