Fashion Marketing - From Strategy to Branding

Master - Milan

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The Master in Fashion Marketing - From Strategy to Branding trains professionals able to face the new challenges of a world in rapid and constant evolution. In particular, the course covers the study of the most important aspects of fashion marketing management, the communication techniques - focusing on aspects of positioning strategies and brand management - the identity and consumer needs without neglecting the analysis of digital media.
The course is based on a creative approach to develop innovative thinking and experimenting new strategies in the area.

Career opportunities - Graduate students can approach different fashion segments: Brand Management, Corporate Marketing, Business Development, Distribution and Retailing as well as counseling and communication agencies.

  • Credits
    60
  • Start date
    January 2017
  • Duration
    1 Year
  • Attendance
    full-time
  • Language
    English

Target - The course is designed for Italian and international graduates in Fashion, Communication and Marketing, as well as young professionals with at least two years of experience in the field.

Methodology and structure - The Master is structured in complementary units that examine different activities such as planning and marketing management: the main objective is the study and analysis of processes and methodologies for a valid testing of Marketing and Branding strategies in the fashion industry.

The pathway of study provides students with traditional classroom lectures and thematic discussions for the acquisition of established theories and methods. Furthermore it includes laboratory and experimental design activities aimed at engaging the student through business projects, workshops, tutorials, case studies, use of techniques, simulative role playing and reverse mentoring.

The fashion industry is investigated as a historical and cultural phenomenon, from the development of the stylistic codes of the late twentieth century to the emergence of the avant-garde style of the twenty-first century. Students analyse emerging talents, fashion weeks, communication through drafting paper or via the web.
Students approach the fashion business, including manufacturing and cultural features, and explore the interactions in the fashion industry. They learn to prepare a marketing plan, to position, promote and strengthen the brand by creating an identity that has a distinctive role in the fashion market.

In communication unit students strengthen the analytical and critical skills, in order to develop a communication strategy, while in the design management unit they get the proper approach between design and management and its importance within a company and its marketing strategy.

The Master ends with the presentation of a Final Project, a summary of all courses in which the student develops the know-how gained during the course.

  • Subjects

    • Fashion System

      Goal of the course is to make students understand the value of the creation process in the fashion system. The course will put emphasis on the hybrid nature of the fashion business between manufacturing and cultural industry and on role of interactions and linkages within the fashion system among competences, activities and companies.

    • Fashion Marketing

      Market segmentation, demand segmentation: the different market segments, analysis of the critical factors of success / The segmentation of the demand according to behaviours or lifestyles / From the definition up to the launch of the product: the different steps in developing the fashion marketing mix and the marketing plan.

    • Fashion Brand Management

      Creation, management and development of the fashion brand / Linkages among marketing, customer satisfaction, brand and branding from a “whole mind” perspective / The role of an effective brand storytelling / How to position, communicate and strengthen the company brand by creating a distinctive brand identity.

    • Fashion Communication

      This course aims to give students the knowledge on the communication theories, their application within the fashion system and the ability to build a communication strategy within this industry, improving analytical and critical skills.

    • FFashion Targeting

      Fashion targeting is a refined and keen activity grounded on the skilful combination of different basic and advanced techniques. An ever-evolving competence that has to be learnt and trained thoroughly in order to address a specific consumer in the crowed fashion panorama.

    • Digital Media Marketing

      How the digital revolution is affecting the way companies research, design and sell / The impact on Fashion and Luxury brands marketing / How strategies can comprise web and digital and how this tendency is transforming companies in “Social Enterprises”.

    • Fashion Design Management

      The course provides student with an understanding of the relationship between design and management and its importance within an organization and its marketing strategy. It explains how design management can relate to the cultural, environmental, political and social impact of an enterprise.

    • Fashion Sociology and Trends

      The complexity of a global market fed by local ideas and initiatives is growing, making forecasting really challenging. The course deals with the analysis of the changes inside society and the study of the sales processes in order to listen to people’s wishes and change direction if needed.

    • Fashion Culture

      The course tells about contemporary fashion through ideas, thoughts and works of the icons who influenced the history of modern costume, and those “new” names who are going to write the future of fashion.

Remarkable is that teacher who accomplishes himself what he teaches to others.
(Italian proverb)

IED faculty are professionals that daily face the market. Here you can read their bios.

Manuela Sacco - Course coordinator

Manuela Sacco - Course coordinator
She has over 20 years of experience as Market Research Director, having worked in Italy and abroad for several multinational companies such as Coats Patons, Levi’s, Gillette Group. Pioneer in the usage of specific methodologies for the study of in-store consumer’s behaviours; at Envirosell she led research projects for international clients like Adidas, CocaCola, Coin, Dior, Ikea, Nike, Oviesse, Philip Morris, Selfridges, Starbucks.

Leila Cerullo

Leila Cerullo
Lifestyle Coach she has developed over twenty years of experience in the fashion field, working in the press office of some of the most important fashion companies and brands such as Emporio Armani and Valentino. She was Head of PR and Press Office UK&WW for Vivienne Westwood in London and Fornari Group and Fashion Box Group back in Milan. She has also been Senior Account Director at Karla Otto, one of the most relevant PR agency in Milan.

Fabio Foschi

Fabio Foschi
Degree in Chemical Engineering from Politecnico di Milano, developed managerial experiences in different industry sectors: chemical, automotive, textile, fashion. He is dedicated to providing consulting for Oaktree Consulting, the company he founded. He also held the role of Director at several companies and is currently a Board Member of the Fondazione Biella Master Fibre Nobili.

Tommaso Marini

Tommaso Marini
Graphic Designer and digital strategist, he has been working for several years in London and Tel Aviv in the digital marketing field. He’s currently Creative Director for the digital agency Mediaengine, dealing with interaction design projects, developing brand and corporate websites and digital strategies for various brands such as Neil Barret, MaxMara, Iceberg and N°21.

Rick Ray

Rick Ray
Managing Partner of Brandstory in Italy, the leading-edge brand strategy consultancy in Europe – pioneers in the development of the brand story as the motivating human face of brand strategy. MBA from the Kellogg School of Management at Northwestern University. Former CEO of multinational marketing and communication groups. Experienced university lecturer, he worked closely at senior level with many well-known brands.

Marco Ricchetti

Marco Ricchetti
Economist and Hermes Lab srl President, Counselor for Pitti Immagine, Florence Center for Italian Fashion and National Chamber of  Italian Fashion. In 2010 he has been among the founders of sustainability-lab.net, the first social network for the sustainable fashion. Former Director of the office for economic studies at Federtessile, the Italian Association of Textile and Fashion Industries.

Serena Sala

Serena Sala
Sociologist and Visual Communication Consultant, she has been working in fashion and communication for over twenty years. She is currently collaborating with one of the major international bureaux de style making trend forecast for specific areas in many different sectors.