Marketing symposium

TCU Neeley Hosts Inaugural Symposium on Luxury Branding

Leading academics and industry executives discussed consumer behaviors in the luxury market at a symposium hosted by the Department of Marketing and the Sales and Customer Insights Center.

November 16,  2018

By Elaine Cole

“How do we get our customers to fall back in love and out of like?” asked John Walls, director of corporate communications and public relations at Neiman Marcus, at TCU Neeley’s marketing symposium on luxury branding.

Walls and John Slavinsky, senior vice president at Louis Vuitton, joined professors from TCU, University of Southern California, Emory University and University of Maryland, to look at that critical question and other concerns regarding changing consumer behaviors in luxury consumption.

Held November 8, 2018, the symposium provided a platform for collaboration between key industry executives and leading academic experts to discover research opportunities in the luxury market. More than 30 people attended, including marketing faculty, marketing executives and select TCU MBA students.

The symposium began with dinner Wednesday evening at Fixe Southern House. Presentations and round table discussion were held throughout the day Thursday at TCU, including presentations by Walls and Slavinsky, and a keynote address by Joe Nunes, the Joseph A. DeBell Endowed Professor in Marketing from the University of Southern California.

Professors who presented their research included Yash Bhagwat, assistant professor of marketing at the TCU Neeley School of Business, who organized the event; Eric Yorkston, associate professor of marketing at TCU Neeley; Morgan Ward, assistant professor of marketing at Emory; and Yajin Wang, assistant professor of marketing at Maryland.

“By the end of the symposium leading academics and executives opened a dialogue for future collaboration,” said Minakshi Trivedi, chair of the marketing department. “We plan to continue to meet industry needs with future symposiums that address special topics in support of our mission to lead the industry and the future of retail with cutting edge research.”