FASHION BUSINESS

Short Courses · 3 weeks

7 Sep 2020 - 25 Sep 2020
it · en
fees
full package in twin room € 5.500
full package in single room € 5.900
tuition fee only € 4.100

11 Jan 2021 - 29 Jan 2021
it · en
fees
full package in twin room € 5.500
full package in single room € 5.900
tuition fee only € 4.100

Programme Specification

Short Courses · 3 weeks

18 Jan 2021 - 5 Feb 2021
en
fees
full package in twin room € 5.500
tuition fee only € 4.100

Programme Specification

Short Courses · 3 weeks

7 Sep 2020 - 25 Sep 2020
en
fees
full package in single room £ 4.600
tuition fee only £ 3.400

11 Jan 2021 - 29 Jan 2021
en
fees
tuition fee only £ 3.400

Programme Specification

Highlights

THE COURSE

Fashion brand and collection positioning, management skills for a fashion business plan, competitor analysis, luxury brand structure and sales capacity; these are just some of the important business practices introduced in this short course.

* All lessons can be provided with a translation service only for the schools of Milan Fashion, Milan Design and Florence.



For the London School, payment must be made in GBP only.



COURSE THEMES

Week 1

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.

Week 2

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.

Week 3

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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