Participants begin with an analysis of economic and social trends: understanding economic and social evolution and how this influences fashion consumption. The week also includes new markets and how fashion can evolve in them through expansion strategies: new brands, luxury brands, and distribution chain stores, as well as style comparison.
This week covers an overview of fashion: textiles, clothing, accessories, cosmetics, eyewear, and jewelry. Participants will look at critical factors defining the success of some leading Italian brands including commercial international distribution and sportswear chain stores. Product placement via competitor analysis is also explored.
The objective of week 3 is to understand and identify the different distribution channels, together with a focus on e-commerce in fashion. Participants look at key marketing practices including product lifecycle, function, and definition of price points. Integrated communication investigates key notions in brand identity, brand image, and brand equity, licensing and the importance of branding. Participants use their knowledge gained in the previous weeks, via a vocational learning approach, to work on an individual marketing plan for a chosen designer or collection.
* Avocational short courses are not licensed by the Commission for Independent Education. These avocational short courses are not intended for employment purposes.