Fashion Marketing - From Strategy to Branding

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.

Covering each stage of project management, with particular focus on the specifics of the fashion sector (conceptualization – planning – execution – termination), it teaches the possibility to identify the basic properties of projects (including their definition) and the ability to identify the relevant maturity stages that organizations goes through, becoming proficient in the use of all the techniques.

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.

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.

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.

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.

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”.

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.

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.

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.

The program helps students to focus on their career objectives as well as to enhance their own self-presentation skills by giving them all the support to create their curriculum with tips about how to behave during a professional interview.

Prepare, design and delivery the presentation: what's the purpose? Who is it addressed to? By helping the students to improve their body-language, self-confidence and positive attitude, this course provides all the knowledge necessary to deliver an effective oral presentation.

This course provides an overview of the contaminations existing among art, fashion, illustration, costume, ballet, music and literature. The main objective is empowering students to develop their ability to better understand the roots and the contemporary growth of the visual language, mainly on fashion.