Fashion Business & Fashion E-commerce
PATHWAY* · FASHION E-COMMERCE
Additional study for core course · 2 weeks
This course will give participants the opportunity to understand how fashion organizations implement e-commerce strategies from definition to operational plans (merchandising, buying, marketing and communication). The pathway is suitable for diverse audiences: potential start-ups and young professionals of the fashion industry interested in this field.
The first week will be dedicated to acquire a broad and informed understanding of existing business models and strategies behind fashion e-commerce organizations with an overview of numbers, meaning, players and international trends, the business model of giants, middle size or pure e-commerce. All topics will be explained using real case histories for example YNAP, Luisaviaroma, Mytheresa, Amazon, Zalando, or similar. The course moves onto omnichannel fashion retailers: how companies integrate traditional stores with e-commerce, and new e-commerce: looking at creative business models around the word.
The second week takes a look at product, buying, marketing and communication strategies behind a successful fashion e-commerce organization.
Participants will discover retail trends impacting e-commerce: omnichannel, virtual reality, AI, and sustainability, meanwhile strategic marketing brings into discussion positioning for e-commerce.
Further areas include product sourcing and product development, as well as investigating new media – social media, native advertising, and digital PR. The short course goes onto provide an insight into professional paths and opportunities, and skills required in a fashion e-commerce organization.
*Pathways are 1-2 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.