The course is based on the market structure of the fashion industry, understands the theory of consumer journey and brand model (CBBE MODEL) as the main axis, and uses STP and 4P marketing theory to explore consumer demand and market trend operation, deeply explore brand equity and consumer behavior, understand and recognize “fashion marketing”, be familiar with fashion brand retail and product life cycle, learn to manage internationalization and brand structure and fashion from the international perspective of brand managers Fashion brand management skills such as media strategy.