The Fashion Buyer plays a key role in the fashion system. With taste and sensitivity he uses his ability to interpret trends and combines it with analytical skills and market assessment skills to choose the most appropriate products, collections, and merchandise assortment to insert into a retail context. He deals with marketing the style proposal based on consumer trends and on the brand identity and reference market, with clear sales objectives.
The Omnichannel Fashion Buyer course is divided into complementary modules, which allow students to go into depth with the different fields of action of this professional figure. Starting from an analysis of the creative process to provide a reading of the trends in this industry, the course then goes on to analyse the reference target, developing competences related to marketing activities, a specific knowledge about the distribution system of the Fashion industry and about Point of Sale management. The Course further aims at developing professional skills and techniques closely linked to the Buying activity. It will therefore go into depth with the techniques needed to develop and design the merchandise offer and to create and manage an assortment, as well as textile technology, colour technique and theory, and collection planning with particular attention to Luxury.
Language: The lessons are held in Italian language; to attend the course, is required a good knowledge of Italian language reading and oral comprehension.
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The teaching methodology consists in frontal lessons in the classroom as well as practical lessons aimed at experimenting the contents of the course in a direct experience.
Students will be asked to interact and contribute to the process of transmitting and assimilating the course contents through research and the in-depth study of one or more course contents to be presented and discussed during the lessons and intermediate tests.
The course seeks to teach students the process of constructing a fashion collection from its creation to a brand identity, to the development of ideas, and up to the manufacturing process. The course will examine the timing of a collection from the initial concept to the preparation of the sample collection, sale in the showroom, pricing, etc.
The objective of the course is to develop students’ knowledge, ability to practically use, and capacity to recognise and describe a fashion garment, from the technical and stylistic point of view as well as in terms of its occasions-functions of use, in an appropriate and mature way. During the lessons students will learn the main parameters of how to structure a collection from the point of view of the merchandise and how to classify the categories/types of product. Furthermore, they will learn how to recognise the main shapes, fits, and volumes of a garment. A further objective is the acquisition of the correct terminology and the development of a technical language able to describe the single details inside the garment itself.
What does “trend” mean? How do you identify season fashion trends? Why are they born and how do they develop? Why are they important? What do they represent? The course seeks to present the fashion trends on the winter 2013/2014 runways. It will then proceed with the construction of trend books: concept trends, product trends and the importance of the stylist.
Every season, the Fashion Buyer looks for the answers to the needs of his customers, tries to anticipate their desires, tries to educate them step-by-step with a well-defined assortment. This process takes place with different contents – which depend on the degree of innovation that retail offers its clientele. The focus of any Fashion Buyer therefore is his customer, his target. The course offers an overview of targeting and explores techniques of consumer identification.
The first part of the course will be dedicated to analysing the stock and describing the main tools for an effective stock management. It will focus on operative management and present a series of key indicators that can be applied both in retail and in manufacturing. The second part of the course will start from a general overview of the import/export practices and deal with the main issues concerning the international trade strategy. The last part of the course will be dedicated to logistic execution: distribution channels, incoterms, and the main trade contracts, and will keep a constant focus on the particular characteristics of trade in the fashion industry.
The course is conceived to train professionals capable of giving life to a marketing plan containing new strategies and techniques. It is focused on the elements that determine and influence the purchasing experience of luxury goods consumers and has the aim of going into depth with the figure of Luxury Retail Store Management focused on managing the point of sale. During the course students will study how to determine a collection budget, analyse fashion stores’ financial performance, and develop management strategies to open and consolidate directly owned, franchising, and online boutiques.
In a world of globalised and digital information it is fundamental to be able to communicate our projects and ourselves. This module provides students with the tools to improve their professional profile, making them more persuasive and effective. The toolbox provided is composed by different disciplines like Neuro Linguistic Programming, Story telling, and techniques for creative communication. The course develops in three lessons and has an experimental teaching structure, which combines theory and practice.
The aim of this course is to teach students a set of specific competences and work methodologies that will allow them to work easily and increase their productivity. The lessons start from a brief general introduction on the use of computers and Office, and will specifically deal with Excel and Power Point in view of reaching executive independence in the professional field of reference. Excel is an excellent tool for office management: in fact, it makes it possible to develop work on several pages within the same file of the excel sheet. Power Point is the main tool to create multi-media presentations. During the course it will be possible to learn and set up the layouts of the students’ presentations and to use the many default and personalised functions to create effective slides and presentations.
Fashion Marketing and Fashion Buying
The course aims at training qualified professionals with a specific knowledge of the fashion product and respective purchasing techniques. The final aim is that of developing the appropriate analytical skills to observe social reality, current and future consumption trends, and the needs of consumers in order to offer the most appropriate fashion product in the most adequate way. The course seeks to train professionals capable of selecting and structuring entire collections, to use the marketing and communication tools to develop distribution strategies, and to manage a purchasing plan.
Visual Merchandising is a tool to communicate the company’s values
through the proper use of the store’s design, fixtures and lighting, and
of the displays and decorative techniques. This course will investigate
all this fields and will explain the role of a visual merchandiser in any
The course will examine the operational strategies and models of a new distribution channel for fashion companies: the internet. It will start from an introduction to the world of e-commerce and explore the connexions between the Internet and the fashion system, the growing importance of the web channel from the point of view of distribution and its consequent impact on the strategies of territory domination and customer loyalisation, models of e-retail, e-store design, and I-pad and mobile versions for the fashion system. The next step will focus on online merchandising, buying strategies, and product display techniques, the commercial planning of an online store, customer service, web marketing, social media and shopping guides. Finally, there will be an overview of the increasing importance of blogs and online magazines.
Remarkable is that teacher who accomplishes himself what he teaches to others. (Italian proverb)
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Graduated in Economics in Germany with a Dipl. Kauffrau qualification, she specialized in International Management and Management Consulting and obtained a Master in Fashion Marketing. She worked as Brand Manager and International Sales Executive in the Fashion Department of Designer Brands. She also worked in consultancy, development and wholesale distribution for apparel, shoes and accessory brands in the Prêt-à-porter sector. She gained extensive experiences in Private Wealth Management, City, Event, and Sport-Marketing. Since 2006 she teaches at IED the following courses: System and Distribution Channels, Fashion Merchandising, Retail and Management and Fashion Buying.