Fashion Business
SHENZHEN
Fashion brand and collection positioning, management skills for a fashion business plan, competitor analysis, luxury brand structure and sales capacity; these are just some of the important business practices introduced in this short course.
The course begins with an analysis of economic and social trends: understanding economic and social evolution and how this influences fashion consumption. Participants acquire knowledge about new markets and how fashion can evolve in them through expansion strategies: new brands, luxury brands and distribution chain stores, as well as style comparison.
Morevoer, the course offers an overview of fashion: textiles, clothing, accessories, cosmetics, eyewear and jewelry. Participants will look at critical factors defining the success of some leading Italian brands including commercial international distribution and sportswear chain stores. Product placement via competitor analysis is also explored.
Participants understand and identify the different distribution channels, together with a focus on e-commerce in fashion. They look at key marketing practices including product life cycle, function and definition of price points. Integrated communication investigates key notions in brand identity, brand image and brand equity, licensing and the importance of branding. Participants use their knowledge gained in the previous weeks, via a vocational learning approach, to work on an individual marketing plan for a chosen designer or collection.
GET IN TOUCH VIA WHATSAPP