The 4-year Bachelor of Arts program in Fashion Business aims to provide students with a thorough knowledge and understanding of the different methods, processes, and types of businesses that are part of the wider picture of the global fashion industry.
The fashion business manager studies the fashion scene, analyses the competition, and evaluates product development, planning, promotion and sales channels, collaborating with all business areas including design, production, marketing and sales departments.
Fashion business professionals are able to evaluate the intrinsic characteristics of the garment or product, the evolution of consumer habits, lifestyles and the needs of the market. They understand techniques of sales and marketing, the target audience and setting a price range, and are skilled in coordinating business partners and employees. The overall aim of the Fashion Business program is to provide students with an in depth understanding of the principles of business practice, management and marketing, via an in depth exploration of how these principles operate within the confines of fashion and luxury. From a strategic and market oriented blend of the main perspectives in fashion business, the program covers; business strategy, budgeting, finance, product development, fashion marketing, communication, branding, retail operations management, global distribution channels, as well as customer relationship management and CSR. Fashion is an industry in constant evolution; therefore both time-tested and contemporary marketing strategies are analyzed in order to achieve business goals.
Students learn brand marketing and development strategies, identifying the values that characterize the identity and ‘signature’ of a product or brand. By studying cultural, sociological and historical dynamics in fashion, they understand the influence of trends in different countries and realities and their impact on sales performance.
The program looks at current issues in the industry including sustainability and new media digital marketing (virtual platforms, e-commerce, social media) working to define a commercial proposal that meets the demands of the fashion industry of today. Key focus is also given to competitor evaluation and analysis techniques.
Through the principles of economics and finance, students are able to measure profitability and ensure compliance with budgets and strategies, and implement specific cost control systems. At the end of the program, students undertake a research project resulting in a business plan for a start-up, or for existing brand development. This program teaches real-world business skills.
- The fashion system, predictors & consumer markets
- Trends, cultural movements, innovation
- Production and manufacturing processes
- Marketing strategies & communications tools
- Global distribution channels
- Brands and branding
- Finance and management control
- Fashion retailing & digital marketing
- Creative research theory & practice