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.
Week 1
Participants begin with an analysis of economic and social trends: understanding economic and social evolution and how this influences fashion consumption. The week also includes new markets and how fashion can evolve in them through expansion strategies, such as new brands, luxury brands, and distribution chain stores, as well as style comparison.
Week 2
This week covers an overview of fashion, including textiles, clothing, accessories, cosmetics, eyewear, and jewelry. Participants will examine critical factors defining the success of leading Italian brands such as Prada, Gucci, and Dolce & Gabbana, as well as commercial international distribution chain stores such as Zara and H&M, and sportswear chain stores like Nike. Product placement via competitor analysis is also explored.
Week 3
The objective of Week 3 is to understand and identify different distribution channels, with a focus on e-commerce in fashion. Participants will study key marketing practices, including product lifecycle, function, and the definition of price points. Integrated communication explores key concepts in brand identity, brand image, brand equity, licensing, and the importance of branding. Participants will apply the knowledge gained in the previous weeks, using a vocational learning approach, to develop an individual marketing plan for a chosen designer or collection.