Language

English

Start date

July 2022

Frequency

Full time

Fruition

On Campus

Duration

3 courseDurationUnitPluralS

Course coordinator

Andrea Banfi

Price

2.600 €

A general overview of marketing and an introduction to the Italian fashion industry.

The course gives you an overall view of the most important features of marketing, management and merchandising for the retail fashion industry with an emphasis on the Italian experience. 

During the three-week course you learn about the importance of brand building and brand marketing, and explore specific features of fashion marketing, such as customer relationship management, digital fashion marketing, consumer behaviour, creative retailing, marketing strategy.

Information to decide

During the three weeks you will focus on marketing, design and merchandising in a seminar-based course with industry professionals sharing their experience in their area of expertise, which allows you to be in touch with the current thinking and the latest developments in the field.

Traditional methodologies and techniques such as brand analysis and management, trend research, as well as distribution, advertising and merchandising will be covered in depth and complimented by visits to showrooms and retail spaces. Together with your classmates you will also complete personal projects on-site in different areas of Milan in order to prepare yourselves for your final project and presentation.

This course will allow you to understand the creative process in order to carry out specific project goals and will teach you to develop a communication strategy according to the goals and the budget set. From Monday to Thursday during the first two weeks and from Monday to Friday during the 3rd week, on a full time basis (morning and afternoon) the course has a duration of 75 hours spread over 3 weeks

The course is aimed at students or professionals from other fields and who are interested in the field of fashion marketing and have no prior knowledge or experience in the discipline. Applicants need to show strong motivation and the ability to work in groups.

Syllabus

Fashion Marketing, Fashion Brand Management

During the course you will discover each stage in planning a marketing strategy of the fashion sector, the behavioral observation methodology and its unique contribution to data gathering and finally you will focus on branding and brand management. 



Fashion Trends and Social Phenomena

The course explains how to anticipate operative actions and to analyse the way to apply them in the fashion world starting from the study of the different phenomena and social processes.
This process of analysis brings you to find out what the future changes of the different consuming scenarios are and which kind of transformation occurs in the relationship between people and products.



Fashion and Retail System

During the course you will analyse the main channels and formats in retail, the different business models, the market and consumer segmentation, the different retail locations, the retail pricing strategies and main KPI’s. All the topics and areas will be supported by different case studies, so that you will be able to apply the learned concepts to real brands.



Fashion Communication

A mix of different techniques, a large variety of examples and best practices will help you understand how a contemporary fashion communication campaign is conceived: from target personas and their need, to key messages and digital channels.



Distribution System

Analysis of the distribution system within the fashion industry: the different distribution channels, their market strategies and organisation system.



Visual Merchandising

You will learn to approach visual merchandising as a tool to support retail sales by creating environments to enhance growth, opportunity, and communicate brand image.



Sustainability

Sustainability has become the contemporary fashion business buzzword. The ethical and environmental implication of this industry will be explored showing best practices, common mistakes and with experts in the field
working as professional and consultant.



Purpose

It’s time to embrace the needs of the Generation Z, a generation that expects more transparency and care. This is the reason we start with why: the importance of purpose and purpose marketing will be the first topics to understand the contemporary marketing mixing branding and storytelling techniques.

Faculty

Andrea Banfi

Course Coordinator

Serena Sala

Gaya Calabrò

Cristina del Rio

Bav Tailor

News