Fashion Business & Entrepreneurship
The introduction to the business of fashion
Fashion brand and collection positioning, management skills for a fashion business plan, competitor analysis, luxury brand structure and sales; these are just some of the important business practices introduced in this short course.
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 a look at new markets and how fashion can evolve through expansion strategies, as well as new brands, luxury brands, chain store distribution, and style comparison.
This week covers an overview of fashion: textiles, clothing, accessories, cosmetics, eyewear and jewellery. Participants will look at critical factors defining the success of some leading Italian brands including commercial international distribution and sportswear chain stores. Product placement via competitor analysis is also explored.
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.
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