Fashion Marketing

Summer and Winter Courses - Milan

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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.

  • Start date
    June 2020
  • Duration
    3 weeks
  • Attendance
    full-time
  • Language
    English

Schedule: 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

Target: 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.

Methodology and structure: This course is a general overview of marketing and the preliminary part is an introduction to the Italian fashion industry.

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.

  • Study Plan

    • 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 gathering; a third step focuses on branding and brand management, providing you with the key tools and methodologies to understand, position and develop a fashion brand within the marketing environment.

    • Fashion Trends and Social Phenomena

      The course explains you how to work out and 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 will bring 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 System

      General introduction to the Italian market, through the analysis of the organisational structure within Italian fashion companies. 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 aim of this course is to give a general introduction to the central role that communication plays in the fashion industry. It will furthermore enable you to develop conceptual, visual and written communication skills and explore a range of techniques in art direction, styling, retail design, fashion writing and advertising.

    • Distribution System

      Through this course you analyse the distribution system within the fashion industry, becoming aware of the different distribution channels, of their market strategies and organisation system.

    • Visual Merchandising

      The course presents the fundamentals of visual merchandising. You learn to approach visual merchandising as a tool to support retail sales by creating environments to enhance growth, opportunity, and communicate brand image.

       

       

    • Sales Techniques

      This course explores the fundamentals of selling and negotiation processes. During the course you explore the salesperson’s role, sales models and methodologies. Furthermore, specific focus will be given to improve the ability to build relationships, retain clients, to effectively negotiate and close deals.

    • Digital Media Marketing

      The course introduces you to the marketing of digital media aiming to develop your 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 analysing 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.

Simona Bianchi - Course Coordinator

Simona Bianchi - Course Coordinator
Graduated in Fashion Styling in 2005. She worked for different fashion international brands like Mango, Zara and Adidas as Senior Visual Merchandiser and trainee. She started her collaboration with IED as Visual Merchandiser Teacher during the Inditex Employees course and for the Fashion Design course in Turin. At the present moment, she works as Coordinator of IED Summer, Specialization and Semester courses in the fashion area.

Andrea Banfi

Andrea Banfi
After a humanistic education, he specialised in the field of communication and marketing in various sectors (environment, design, fashion, social) between narration and protection of creative talent. He contributed to the launch and communication of various realities related to the Third Sector, competing with the story of design and creative talent in Italy and abroad, also managing civil and environmental awareness and information projects. He worked on international projects in Australia and Canada (Winter Olympics), United States, Poland and Japan, as well as for Expo 2015 and the 150th anniversary of the Unification of Italy.

Gaya Calabrò

Gaya Calabrò
She is specialized in European Public Relations, with major in marketing. She began her professional career working between Paris and Milan for IBM, coordinating the marketing and communication activities, followed by significant experiences at Arcelor Mittal and HSM. Afterwards she approaches the world of fashion and luxury, working as womenswear and menswear buyer at .com and retail international companies (Privalia, Saldiprivati, TJX Europe). She currently works as a consultant for fashion and lifestyle brands in Italy, Switzerland and China.  

Niccolò Ferrari

Niccolò Ferrari
Working in communications for almost ten years, in 2019 he has co-founded Borderless agency. For many years he has covered the role of Communication Coordinator at Lagente, talent agency mainly active in the fashion industry. He was responsible for communications and branding, as well as team leading. He has completed his studies in Milan and then he spent a period of time abroad, between London and San Francisco.  

Serena Sala

Serena Sala
She holds a Degree in Sociology and worked in the fashion and communication field for over twenty years. During her career she worked with Sky TV, Ferrero, Wella, Davines, Università L. Bocconi, Staff International, Textilrama Decocontract, Samsung International, Albacom, Bottega Veneta, 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.

Bav Tailor

Bav Tailor
She has a BA of Hons in Business Economics from Kingston University ( UK ), and a Masters in Fashion Marketing Management from IED, while in 2013 she Graduated in Fashion Design at IED Milano. Bav is the founder and creative entrepreneur of her eco-sustainable luxe womenswear brand BAV TAiLOR, selected by Camera Nazionale Moda Italiana and Vogue Italia as a Vogue Talent for Sustainability. Past experiences include working for OutThere Creative Agency, Pomellato within the PR team and Valextra co-ordinating the visual merchandising and marketing of the brand for 9 years.