Short courses
the business of fashion
from 2nd to 20th july 2012
from 6th to 24th august 2012
from 26th november to 14th december 2012
from 28th january to 15th february 2013
Marketing, Business Sales & Promotions: we answer all these Key Questions and many more
How do you position a collection? How do you manage a fashion business? How do you analyse your competition? How are the top brands structured? How do you sell a collection?
Week 1
analysis of economic and social trends, understanding economic and social evolution and how this influences
fashion consumption.
the new markets and how fashion can expand in them.
expansion strategies: new brands, luxury brands and distribution chain stores.
comparison of models.
Week 2
analysis of fashion: textiles, clothing, accessories, cosmetics, eyeglasses jewels.
the critical factors for the success of leading brands such as prada, louis vuitton, gucci, dolce & gabbana, cavalli, benetton, zara, h&m, adidas, nike and puma.
creating a winning position for your product through definition and analysis of the competitors.
Week 3
the product: definition of portfolio and life cycle.
function and determination of price.
integrated communication: brand identity, brand image and brand equity.
distribution: the different distribution channels, evolution and future prospects.
licensing and the importance of branding: policies, advantages and risks.
cost
tuition-only* fee € 3.700
full package** € 5.100
* this covers tuition and translation services only.
** the full package includes tuition, translation services and accommodation. you'll stay in a residence hotel or in a flat for two people, complete with double-occupancy bedroom and kitchen, for the duration of the course.
