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.

  • Start date
    January 2018
  • Duration
    1 Year
  • Attendance
    full-time
  • Language
    English

Get an insight: find out more about Master's activities

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 course is structured in complementary units dealing with planning and marketing management. The focus the study of processes and methodologies for an effective testing of Marketing and Branding strategies in the fashion industry.

The study pathway 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 engaging students through business projects, workshops, tutorials, case studies, use of techniques, role plays, and reverse mentoring.

Fashion industry is investigated as a historical and cultural phenomenon, from the development of the stylistic codes of the late 20th century to the emergence of the avant-garde style of the 21th century. Students analyse emerging talents, fashion weeks, communication through drafting paper or the web.
Students approach 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 with a distinctive role in the fashion market.

During the module dedicated to communication, students strengthen their analytical and critical skills, in order to develop a communication strategy, while in the design management module they acquire an approach that blends design with management and the learn how to apply it to a  marketing strategy.
The Master course ends with the presentation of a Final Project summarising the competences that students 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.

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.

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
Was educated and trained as a sociologist and has been working in the fashion and communication field for over twenty years. During her career she has worked with Sky TV, Ferrero, Wella, Davines, Università L. Bocconi – SDA -, Staff International, Textilrama Decocontract, Samsung International, Albacom, BottegaVeneta, Kraft, 55 DSL, Persol, Style.it. She currently works in one of the main international style bureau, and analyses and assesses the consumption in specific areas of different market sectors.

Gaya Calabrò

Gaya Calabrò
She entered the world of fashion as Buyer for prominent Italian and international companies. She is specialised in eFashion and eCommerce strategies and collaborates as Buying and eTailing Consultant.

Silvia Casaluci

Silvia Casaluci
She operates as Recruiter in the Luxury field. She worked as Senior Associate at Kilpatrick and as Human Resources Director at Lindt & Sprungli Italia. She is currently Search Director at Stones International and International Head Hunter & HR Advisor at Luxury and Fashion.

Stefania Maglia

Stefania Maglia
Bachelor in Economics at Luigi Bocconi University, and Master in Corporate Communication, is today Brand and Licensing Director in Dirk Bikkembergs. With more than 20 years experience in international fashion and luxury companies, has carried managerial roles in major companies such as Giorgio Armani, Dolce & Gabbana, Geox and the Swatch Group.

Barbara Meneghel

Barbara Meneghel
Art Critic, Curator and Producer based in Milan. She has been an editor at Flash Art magazine, for which she still writes as a Contributor. At the beginning of 2011, she worked at the e-flux editorial office in NYC, and in 2012 she collaborated with Kaleidoscope magazine as a Project Manager for Roma Contemporary Art Fair. Between 2013 and 2015, she has been a member of the international artistic collective Lucie Fontaine, for which she curated the Italian program in Milan. 

Gaia Rancati

Gaia Rancati
She is the Business Development Manager for Multisearch AG, the world biggest company specialized in Mystery Shopping for Fashion and Luxury Retail, working for brands such as Louis Vuitton, Ermenegildo Zegna, Bruno Cucinelli, Pinko, Marella, Diesel, Sephora, Fashion District. In the past she also worked as Store Manager for Block Buster and La Rinascente Milano. After that, she became Sales Director for Louis Vuitton, RTW and Shoes area.  

Elena Muserra De Luca

Elena Muserra De Luca
She collaborated with worldfamous fashion brands, among which: Dolce & Gabbana, Studio Moschino, Mariella Burani Fashion Group, and Pinko. Since 2015, she has been working for Save the Duck, Ecoalf, Lanieri, Hackett London, Mia Moltrasio, and Omvr.

Serafin Erika

Serafin Erika
After having compleaed her education as Fashion Stylist, she worked for many years within fashion Styling Studios and Style Offices. She is currently working as freelance Counselor and Career Counselor and she teaches at several Italian and international foreign academies.