FASHION BUSINESS & MARKETING INTENSIVE
MILANO
Communication, management, buying, branding, styling and digital marketing are just some of the key skills of the successful business and marketing manager. They define the marketing plan for fashion and luxury companies, create communication and advertising strategies, and put them into action. For those with limited time available, the Fashion Business & Marketing course provides the technical and theoretical concepts related to marketing for fashion.
Participants discover how companies determine the best marketing strategies to optimise economic, distribution, and production aspects of the brand, and are introduced to the main indicators for measuring financial performance. They investigate the development of a collection and become familiar with some of the key sales channels for brand positioning through the study of high profile fashion products and companies. Taking a fashion collection or luxury product from the design studio through to wholesale and retail distribution is a complex operation working in collaboration with design, production and sales teams.
This fashion course covers the main processes in collection and retail distribution, including a study of the target audience, and the importance of price brackets on sales performance. The power of communication, the seduction of the brand and the creation of ‘aspirational desire’ in fashion products are also investigated in relation to fashion advertising, public relations and visual display in both traditional and online media. The course looks at the key marketing channels giving participants the bespoke tools to communicate an authentic, aspirational and emotional message, aimed at sustaining and consolidating brand image. The course also touches on new attitudes evolving today in the fashion and luxury industries, including sustainable fashion marketing, digital fashion marketing and aspects of customer relationship management. At the end of the course participants are able to apply the theoretical knowledge and skills acquired in business marketing to enhancing their own marketing agenda.
Programme Specification
Fashion Business & Marketing Intensive
- Fashion marketing manager
- Fashion merchandiser
- Public relations manager
- Commercial director
- Retail manager
- Brand manager
- Marketing communication channels
- Digital marketing & new media
- Principles of business and management in fashion
- Fashion PR, promotion and advertising
- Key aspects of fashion buying and merchandising
- Key aspects of visual display and merchandising
- Research methods and industry analysis
- 30 April 2020 for those who enrolled on the intensive course in October 2019;
- 14 June 2020 for those who enrolled on the intensive course in February 2020.