For more details, please contact Edu Project: office@eduproject. ro www.eduproject. ro
The course aims to teach how to develop a brand diagnostic through a series of analysis tools.
SYLLABUS
-Trend and sociology. Analysis of social phenomena and purchase-related behaviours, with particular attention to lifestyleissues. Analysis of trends in the fashion market.
-Fashion system. General introduction to fashion market, the pipeline, the professional figures, the new competitive strategies the development of the product.
-Technology of materials. Classification of fibres, yarns and their characteristics.
-Marketing and market researches. Analysis of key elements of fashion marketing, how to position a brand; management of the researches andof the marketing variables.
-Fashion brand management. The value of a brand: how to position, communicate and strengthen the corporate brand, and create a distinctive brand identity.
- Distribution channels. The business process of fashion market: the commercial process, the distribution policy, and the sales cycle.
- Licensing. Characteristics, advantages and risks connected to the licensing.
- Web marketing. Analysis and use of internet as a communication and business instrument.
- Communication, Advertising and Integrated Communication.
Introduction to the communication world, the advertising strategy, the coherence among the positioning of the company, message, product, media, shop concept and target groups.
- Visual Merchandising. Classification and aggregation of the marketable goods offered, rational organisation of the sales
area and optimisation of product display.
- Sales Techniques. Analysis and acquisition of the behavioural competencies necessary for the effective management of all phases of sales and negotiations.
Final Presentation. Presentation of a brand diagnostic developed by the participants in group.
Conclusion, key success factors.
Duration: July 2nd - July 20th 2007
Language: English
Qualification for admission: the course is opened to students coming from fashion schools or to those with an experience in this
field.
Course schedule: 4 days a week, 6 hours a day
Cost:
Euro 2.950 full package
Euro 1.950 tuition fee
Euro 1.000 accommodation
SUMMER COURSES, FASHION MARKETING, ISTITUTO EUROPEO DI DESIGN, MILAN
