Where to begin?

Short Courses · 3 weeks

5 Aug 2019 - 23 Aug 2019
tuition fee RMB 28.800


Having a great idea or product is not enough. Starting and sustaining a successful fashion business requires careful research, planning and control. But where does one start?

Specifically put together for participants with little or no prior business knowledge, this short course provides an introduction to business planning for anyone interested in learning more about the fashion business and fashion start-ups. Participants study key notions of fashion business planning such as market research, basic finance, and marketing strategies, moving through each phase of project roll-put – from establishing an idea, navigating key success factors and milestones of the business journey, through to basic project implementation.

The overall aim of the course is to gain key notions in fashion business and create a basic structure for an individual business plan for start up.


Week 1

During the first week participants will be introduced to key concepts of the fashion business arena including macro trends, the fashion consumer, and the influence of economic and socio-cultural evolution on sales and industry requests. They will take a brief look at new markets and market segments and understand how fashion can evolve through targeting specific market areas. The week progresses with an introduction to business planning together with understanding the concept of luxury and the main players in the luxury segment.

Week 2

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 and local brands including commercial international distribution and sportswear chain stores.

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 a basic structure for an individual marketing or business plan.

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