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The Course

FASHION BUSINESS

Short courses
Short courses
MILANO
Short courses cover a variety of subjects, levels and duration to suit all preferences, and are also the perfect ‘taster’ or introduction to fashion programmes, useful when considering more intensive study, or for future career path development.

MILANO

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.
21 Jun 2021 - 09 Jul 2021
Italian · English · Portogues
Only course fee
€ 4,100
Full package twin room
€ 5,500
Full package single room
€ 5,900

Programme Specification

COURSE THEMES

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: new brands, luxury brands and distribution chain stores, as well as style comparison.

Week 2

This week covers 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 such as Prada, Gucci, Dolce & Gabbana, including commercial international distribution chain stores such as Zara and H&M, and sportswear chain stores for example Nike. Product placement via competitor analysis is also explored.

Week 3

The objective of week 3 is to understand and identify the different distribution channels, together with a focus on e-commerce in fashion. Participants 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.

Prominent teachers
DIRECTOR OF EDUCATION
Meroni Paolo
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