Fashion Marketing

Summer and Winter courses - Milan

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The course objective is to provide students with an overview of fashion marketing. During the three-weeks course students will have the possibility to understand the creative process in order to strengthen specific projects through the development of a communication strategy.

The aim of this program is to help students to increase the technical knowledge in terms of Fashion Marketing, in order to be able to interpret the macroeconomic scenarios, the main strength and the market monitoring and segmentation.

  • Start date
    July 2018
  • Duration
    3 weeks
  • Attendance
  • Language


Target - The course is aimed at young 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.

Methodology and structure - The course is an overview of marketing, management and merchandising for the retail fashion industry with an emphasis on the Italian experience.

Students will focus on marketing, design and merchandising in a seminar-based course with industry professionals lecturing and sharing their experience in their specific area of expertise.

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. Students will also complete personal projects on-site in different areas of Milan in order to prepare themselves for their final project and presentation.

This program will allow students to understand the creative process in order to carry out specific project goals and will teach them to develop a communication strategy according to the goals and the budget set.

Experienced faculties are actively involved in course development which ensures that students are in touch with current thinking and the latest developments in the field.

  • Topics

    • Fashion Marketing, Marketing Intelligence, Fashion Brand Management

      The course is articulated in 3 different modules: the first part covers each stage in planning a marketing strategy, with particular focus on the specifics of the fashion sector. The second part focuses on the behavioural observational methodology and its unique contribution to data gathered from other sources of information. A third step focuses on branding and brand management, delivering key tools and methodologies to understand, position and develop a fashion brand within the marketing environment. 

    • Fashion Trends and Consumption Scenarios

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

    • Fashion System

      The objective of this course is to give a general introduction to the Italian market through the analysis of the Italian fashion companies’ internal organization. Specific focus will be also given to the explanation of the entire pipeline and of the different steps to be followed for the creation and the production of a collection.

    • Communication and Advertising

      The objective of this course is to give a general introduction to the world of communication through the knowledge of all the existing disciplines of communication. It will furthermore explain which the main differences among them are, by comparing different case histories of some relevant fashion companies’ activity according to their positioning in the market.

    • Distribution Channels

      The course will start with an introduction to fashion distribution and a general overview about the allocation and configuration of distribution in the fashion industry. Furthermore, it will focus on the presentation of the distribution formats and the development process of multi-channel organizations, relevant distribution policies and discussion of case studies.

    • Visual Merchandising

      The course will start with an introduction to visual merchandising and will be followed by a presentation of visual merchandising as communication technique at the point of sales.


    • Sales Techniques

      The course will start with an introduction of the concepts of negotiation and sale. Specific focus will be, furthermore, given to the illustration of their process’ stages, the possible approaches and tasks as the bases to discuss and to acquire the necessary skills for an effective sales management that is sustained by an adequate negotiation approach.

    • Digital Media Marketing

      The course will introduce students to the marketing of digital media aiming to develop their skills in terms of orientation, analysis, strategy design, evaluation, engagement, ability to define a correct brief. The goals will be achieved through studying and discussing theory, discovering best practices and discussing results.

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.

Lucia Magarini - Course Coordinator

Lucia Magarini - Course Coordinator
Graduated in Foreign Languages in International Relations at Università Cattolica del Sacro Cuore in Milan, she taught Chinese language for almost one year and then started to cooperate with different fashion companies. At present, she works as Course Coordinator for the IED Summer, Specialization and Academic Year programs.  

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.

Gaya Calabrò

Gaya Calabrò
Gaya Calabrò has a Master’s degree in European Public Relations, majoring in Marketing. She started her professional path working between Paris and Milan for IBM as the Coordinator of the Communication and Marketing area. After that she gained successful experiences for Arcelor Mittal and HSM. She eventually approached the world of luxury as a fashion buyer, both menswear and womenswear collection, for Privalia and

Gaia Rancati

Gaia Rancati
Marketing and sales expert. She gained a strong sales experience working at La Rinascente and she has been Area Manager and Coach at Max Mara Fashion Group, retail Manager at Value Retail and Sales Manager at Louis Vuitton.