Fashion Business & Fashion Buying
Core course & 2-week pathway
|full package in twin room||€ 7.000|
|tuition fee only||€ 5.100|
PATHWAY* · FASHION BUYING
Additional study for core course · 2 weeks
This short course provides an opportunity to understand the fashion buying process, and gain an overview of its management and policies, through a broad schedule covering supply chain, sourcing, retail merchandising, trend analysis, sales analysis, stock planning and forecasting. The course also covers strategic issues related to category management, in store promotion and visual merchandising, together with the soft skills needed to become a successful buyer.
The aim of the first week is to understand the retail buying process and the responsibilities, skills and personality traits needed to become a successful buyer. Participants will be introduced to topics including: line staff organisation, department / independent store organisational models, centralised buying and merchandising schemes, consumer research and market segmentation techniques. Particular attention will be focused on trend analysis and its impact on merchandise planning.
The final week will focuses on timelines and sales cycles, providing participants with key notions related to budgeting, category management, inventory control systems, sales analysis, planning and forecasting. In addition to the aspects of analysis and control, fundamental to evaluate the performance of the merchandise mix, particpants will evaluate the impact of buying decisions on visual merchandising and in store communication techniques.
*Pathways are 2-week study courses that focus on a particular theme or skill within a ‘core’ study area. Participants choose pathways as an add-on to their core course in order to undertake further study in their chosen subject.
The core module in Fashion Business introduces some of the key managerial skills necessary to implement marketing and brand strategies for luxury and life-style companies. With a special focus on Made in Italy, participants learn about the critical success factors in fashion industries such as textiles, apparel, accessories, cosmetics, eyewear and jewellery.
COURSE THEMES · CORE 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 new markets and how fashion can evolve in them through expansion strategies: new brands, luxury brands and distribution chain stores, as well as style comparison.
This week covers an overview of fashion: textiles, clothing, accessories, cosmetics, eyewear and jewelry. Participants will look at critical factors defining the success of some leading Italian brands such as Prada, Gucci, Dolce & Gabbana, including commercial international distribution chain stores such as Zara and H&M, and sportswear chain stores for example Nike. Product placement via competitor analysis is also explored as well as the fundamentals of strategic marketing.