The Luxury Branding Research Centre aims to build research excellence and impact society with the vision of achieving global significance and international recognition.
WHAT WE DO
With the vision of becoming a nexus for research collaboration,
the centre is continually building international connections and industry engagement.
The following are the key areas we specialise:
Consumers have moved away from ‘traditional’ luxury products and started to focus on wellness, beauty and cosmetics as a form of luxury living. We explore consumer contexts for consumption of ‘new’ luxury to understand consumers’ perception of and attitude towards experiential luxury.
As competition continues to proliferate in the fashion and lifestyle industry, the need to understand consumer – brand interaction, and strategies for brand longevity and growth is increasingly important. We provide solutions for businesses in terms of brand management and strategic planning.
The demand for luxury foods and gastronomic delights requires brands and businesses to find means to sustain consumer appetites. We provide better understanding of consumption patterns, explore consumer habits and trends, and test responses to sensory stimuli.
The Lab specialises in integrated biometric methods to tap into consumer emotions and unconscious responses. It provides businesses with an innovative, objective and scientific means to understand consumer behaviour through the use of eye tracking, brainwave, and facial expression technologies.