24 July 2015
Fashion Marketing - IED MIlan
Fashion trends and consumption, fashion systems (Italian market, companies, collection creation and management), fashion communication, advertising, marketing, marketing intelligence, brand management, distribution channels, visual merchandising, sales techniques, technology of materials, digital media marketing
The course is an overview of marketing, management and merchandising for the retail fashion industry with an emphasis on the Italian experience. The preliminary part is an introduction to the Italian fashion industry. This is followed by the analysis of marketing, brand management (target, positioning and brand values, definition), trends and lifestyles research, distribution channels, communication and advertising strategies, visual merchandising, and sales techniques.
Site visits to relevant showrooms and retail spaces and discussions with industry professionals will complement the lecture portion of the course
EUR 2600: Enrollment and Tuition