Fashion Marketing

Summer and Winter Courses - Milan

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The course gives 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-weeks program students 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
    July 2019
  • Duration
    3 weeks
  • Attendance
    full-time
  • Language
    English

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

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.

 

  • 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 students 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 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 people and products.

       

    • Fashion System

      The objective of this course is to give a general introduction to the Italian market, through the analysis of the organizational 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 students 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 students analyze the distribution system within the fashion industry, becoming aware of the different distribution channels, of their market strategies and organization system.

    • Visual Merchandising

      The course presents the fundamentals of visual merchandising. Students 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 students 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.

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.

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 Saldiprivati.com .  

Gaia Rancati

Gaia Rancati
She is Business Development Manager at 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. Previously, she also worked as Store Manager as Block Buster and La Rinascente Milano. Then she became Sales Director for Louis Vuitton, RTW and Shoes area.  

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.

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.  

Andrea Banfi

Andrea Banfi
He is a professional Communication Strategist with a communication and marketing academic background and an international experience, as a consultant, in different strategy and innovation projects. In the past 10 years, Andrea has been working in international context to help build consistent brand and communication strategies in different fields such as design, Made in Italy, sport and luxury. He is currently working as an academic advisor and trainer for digital marketing, communication and storytelling with different universities and schools.

Valeria Palieri

Valeria Palieri
She is a Fashion, Travel and Lifestyle Journalist. She has been working for several years on the fashion tv programme “Oltremoda” broadcasted on the first national channel RAI1 and on the fashion tv programme “M.O.D.A” broadcasted on La7. Actually she’s the author of the tv programme “Magazine 7” broadcasted on La7 national channel and she is a freelance contributor of the magazine Dove, corriere.it, Donna Moderna, F, Book Moda and Condè Nast Mag Accessory. After 5 years as a Fashion Styling and Fashion Editing Coordinator in Ied Roma she moved to Milan. She holds a university Degree in Communication Science ( University of Turin) and a Master’s Degree in “Fashion Marketing, Communication and Events Management” from Polimoda (Florence).