This full-time course is a strategic and market-oriented blend of the main perspectives in fashion business; covering strategy, budgeting, finance, product development, fashion marketing, communication, branding, buying, retail operations management and global distribution channels.
Fashion is an industry in constant evolution, therefore both time-tested and contemporary marketing strategies are analysed in order to achieve business goals. Participants learn brand marketing and development strategies, and implement specific cost control systems. 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.
Fashion business professionals drive the tactical and entrepreneurial spirit of a fashion company; they will as well work on production, communication, marketing and retail and must possess a thorough knowledge of the fashion panorama.
They are able to identify with great precision which tools they need to successfully position a brand, a collection or even a single product in the fashion and luxury markets. They are experts in the business of fashion.
The course 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, participants are able to measure profitability and ensure compliance with budgets and strategies, and implement specific cost control systems.
Taking a fashion collection or luxury product through to wholesale and retail distribution channels needs a mix of both concrete business acumen and creative communication skills in order to successfully complete the process; determining target audience, price brackets, and planning promotion and distribution channels. Participants learn real-world skills working in collaboration with international companies on industry projects and case studies, as well as via guest lectures and talks from visiting professionals and experts in the sector. The overall aim of the programme is to form future business professionals capable of creating a valid business plan, or commercial proposal, either for a start-up, new business ventures, or for existing brand development.
FASHION PRODUCT 1 – Marketing of Fashion
Through a first understanding of current key market trends, and the principles and practices of the main marketing tools, students develop the ability to evaluate and select appropriate communication and marketing strategies that may be applied to fashion and luxury industries.
Students go through the marketing process to learn how to analyze the market, the current fashion consumer and the distribution channels of different brands in the fashion and luxury sector.
In addition to the marketing mix tools, students learn to recognize the different offline and online communication channels and acquire the necessary skills to analyze fashion advertising campaigns through magazines, advertising videos, fashion shows and social media.
The graphic and IT skills acquired during the course complete this first approach to marketing and fashion communication, enabling studenyts to carry out the first brand analysis projects through visual presentations and reportage.
FASHION PRODUCT 2 - Sociology of Fashion
This level allows students to fully understand the connection between the sociological context and its implications on consumer behaviors and habits and how sociology and anthropology theories can support the analysis and relationship with customers of fashion and of luxury.
The study of the history of fashion aims to convey the evolution of shapes, materials and volumes that have inspired the major fashion designers around the world.
Students therefore learn to recognize the main styles influenced by the events of different historical periods. Through the sociological approach, students can analyze and anticipate fashion trends, using the main indicators, software and communication channels. The objective of the study of psychology is instead to grasp what are the values that fashion has transmitted and continues to transmit, showing its communicative power in often breaking down even archetypes and stereotypes, to launch inclusive messages, respect for diversity and gender fluidity.
FASHION PRODUCT 3 - Collection Development
Students will be provided with a solid knowledge base on the processes, phases and activities involved in the development of a fashion collection: from the initial idea and inspiration, through trend analysis and collection scheme, they will understand why marketing and consumer analysis tools and techniques are essential in defining a fashion collection in all its aspects, from the product to the end customer.
During this course the students learn to recognize the different fabrics and materials, the main shapes and characteristics of the fashion product.
Furthermore, the supply chain is analyzed throughout the process of creating and developing a collection, including technologies and data management through digital platforms.
With particular attention to sustainability, students are led to identify opportunities for the development of a creative collection respecting the environment and ethics, combining the marketing and strategic approach, in support of the typical activity of the creative director, experimenting the artistic activity.
FASHION PRODUCT 4 – Fashion Economics
The course introduces students to the world of business and economics applied to the fashion industry.
Students approach the general fundamentals of economics through the basic concepts of micro and macroeconomics, the structures of production and the market, supply and demand, and production efficiency.
Through financial analysis, students learn to read the financial statements, profitability and balance sheet of a fashion company.
Furthermore, the main structures of the company organization are presented to understand how and in which departments the main activities of creation and management of the fashion product are carried out.
The most important managerial roles and duties of managers and marketing and communication directors of fashion companies are then identified.
From the vision of the great managers and CEOs, students learn to recognize the strategies developed to counter competitors and market crises, calculate and face risks and lead the company to reasoned growth and expansion.
FASHION PRODUCT 5 – Project Management
During this course, students are provided with an advanced knowledge of new perspectives in marketing strategies and project management, approaching key issues in forming, developing, and implementing a project, as well as defining an effective time management plan with all steps related in order to reach the desired outcome.
The goal of this level is to propose and develop new marketing strategies, following an accurate analysis of the fashion and luxury company of which students must identify the strengths, weaknesses, opportunities and threats.
The result is the creation of a business plan which, starting from the analysis of the company's financial activities, demonstrates the development and expansion objectives of the brand and the strategies aimed at achieving these objectives.
The study of new business models and unconventional marketing strategies in the fashion sector is fundamental to attract the target audience and promote the brand.
FASHION PRODUCT 6 – Enterprise Management
Students focus on learning the management processes and strategies required to develop and run an effective fashion / luxury business. They are exposed to key concepts and relevant day-to-day processes such as inventory management, accounting, human resources, supply chain, and customer relationship management (CRM).
During this course, students apply all previously learned business, marketing, and communications theories and produce professional-grade analysis and presentation designs.
E-commerce technologies and tools, which use augmented and virtual reality, are studied and analyzed to propose cutting-edge strategies and anticipate market trends in the fashion and luxury sector.
The disciplines of Leadership, Teamwork, Problem Solving and Decision Making complete the course of study and prepare students to face the sector and seize future opportunities in the world of fashion, thanks to the skills acquired and the contemporary communication languages learned.