FASHION OMNICHANNEL DISTRIBUTION · Online
Istituto Marangoni offers the exclusive opportunity to enroll to this 6-weeks online courses, to all potential participants, no matter where they are in the world. By attending this short course – with lessons delivered three days a week, in the late afternoon time slot – participants have the chance to start their learning of the basics of the most recent digital applications and tools that fashion companies and brands worldwide are adopting.
How the world of e-commerce has changed in the last ten years? Which are the ongoing transformations in consumer behaviour? What will be the future of retail for the fashion and luxury industries?
This short course adopts an omni-channel perspective to explore the current revolution in business-to-business and business-to-consumer distribution. Participants will have the opportunity to discover the impact of emerging technologies as augmented reality, artificial intelligence, 3D body scanning, chatbots, virtual assistances and face recognition on the shopping experiences, deepening the contaminations and synergies within different touchpoints and platforms.
The course opens with a focus on the recent history of fashion e-tail, examining how the world of e-commerce has transformed in the last ten years. Adopting an omni-channel perspective, the participants will explore the contamination between online and offline formats, as well as the synergies with different communication channels.
Week 2 examines omni-channel consumer behaviour and the online shopping experience. The participants will have the opportunity to compare different industries, business models and consumer segments, ranging from ready to wear to fast fashion, from womenswear to menswear, from apparel to accessories and jewels.
During the third week, the participants will be introduced to visual merchandising and learn how in-store communication techniques have evolved in online environments.
Starting from week four, the participants will be guided in a journey towards the future of fashion and luxury distribution. Business to business channels will be examined first, analysing the digitalization of showrooms and the impact of technologies as virtual reality and artificial intelligence.
During the fifth week, the participants will discover how technology is transforming and will transform the digital consumer journey into more and more immersive experiences. Innovations as virtual assistances, face recognition, 3D body scanning, chatbots, virtual assistances, augmented reality and many others will be examined through the testimonies of professionals within the fashion and luxury industries.
During the final week the participants will be engaged in a practical workshop in which they will learn how efficiently develop an omni-channel distribution plan for a fashion or luxury product.