Fashion Business & Social media for Fashion
PATHWAY* · SOCIAL MEDIA FOR FASHION
Additional study for core course · 2 weeks
This course will help participants connect the fashion world with the new and exciting domain of interactive marketing: social media. Whether through a mobile phone or the web, the diffusion of social media has had considerable impact on fashion. As social media becomes more ‘user-friendly’ it increases its interactive potential as a means of communication, thus becoming more effective in its immediacy for marketing strategies. Participants will learn about the role of social media marketing, its influence on the relationship between brands and their customers and how media communications have changed in the course of time through social networks, online magazines, webinars, weblogs, social blogs, forums and wikis, to name just a few.
During the first week, the participants become familiar with the various social media platforms and the digital communication strategies of the most significant and influential fashion and luxury brands. National social media channels in countries such as China, Japan and Russia are also covered, key markets for the fashion industry.
Participants discover some of the key principles of marketing and how they have been adapted during the digital era. Subsequently, they take a look at trends in the digital marketing field and the methods applied to increase brand awareness, brand image and brand loyalty.
During the second week the course focuses on the concept of omnimarketing, looking further into the main principles of direct marketing, e-commerce, link building techniques and SEO. The role of Google and other Search Engines is also evaluated, together with web listening techniques and online storytelling. Participants look at how campaigns maximize engagement and increase customer loyalty, and determine the matrix for analysing the efficiency of the social media strategy. The course also covers topics such as fashion blogging and the role of online influencers.
*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.