fashion business

The course

Studying the positioning of a collection and a brand, developing management skills for a fashion business plan, analysing competitors scenario, understanding the luxury brands structure and developing selling capacity: these are some of the important tools participants will study during the course.

Course themes

week 1

Analysis of economic and social trends: understanding economic and social evolution and how this influences fashion consumption. The new markets and how fashion can evolve in them through expansion strategies: new brands, luxury brands and distribution chain stores.
Analysis and comparison of styles.

week 2

Analysis of fashion: textiles, clothing, accessories, cosmetics, eyewear and jewellery. Participants will look at critical factors defining the success of some Italian leading brands such as Prada, Gucci, Dolce & Gabbana, including commercial international distribution chain stores such as Zara, H&M and sportswear chain stores like Nike. They will create a winning placement of their product through the definition and analysis of competitors.

week 3

The product: life cycle, function and definition of price points. Integrated communication: brand identity, brand image and brand equity. Distribution: the different distribution channels, evolution and future developments. Licensing and the importance of branding: rules, benefits and risks.
Portfolio definition and final assessment.