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*.
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.
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.
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.
*week 3 Firenze
The final week completes the study of new concepts in retail and e-fashion, together with a compact and stimulating series of site visits and field trips where students benefit from direct contact and interaction with industry professionals through organised company and leading retail showroom visits, together with guided tours to key fashion brand outlets and museums including Gucci, and Salvatore Ferragamo.
*The Fashion Business 3-week courses (Firenze · 27 jun - 15 jul 2016) are delivered between the Milano and Firenze schools. Only the full package is available and includes tuition, translation services, accommodation and a one-way, first-class train ticket to Firenze. The course will start in Milano (first and second week) and will conclude in Firenze (third week).
*The Fashion Business 3-week courses (Firenze · 12 sep - 30 sep 2016) are delivered between the Milano and Firenze schools. Only the full package is available and includes tuition, translation services, accommodation and a one-way, first-class train ticket to Firenze. The course will start in Milano (first week) and will conclude in Firenze (second and third week).