Fashion Marketing - Product and retail management
January 2014 | Duration:
12 months - Full time | Language:
The Master Course in Fashion Marketing - Product and Retail Management
aims at training fashion management professionals able to face these new challenges, and, above all, to understand and interpret the economic macro-scenarios, to anticipate and analyze the changes characterizing the Fashion System, to define the strengths and the weaknesses of competitors, to segment and monitor the market, to know the product and the related production, distribution, and sales dynamics.Target
The Master is addressed to graduates in Fashion, Communication, Marketing, candidates with diplomas from university -level-schools of the same fields and young professionals will be eligible for enrolment upon the Master Course.Description
The Master Course
in Fashion Marketing - Product and Retail Management
deals with the different aspects of the marketing management: from the Fashion System analysis to the study of the fashion marketing and communication techniques; from the detailed analysis of the brand management to the knowledge of the distribution scenario. Besides strategic aspects, the course allows developing the concept of fashion conceived as cultural, social and historical system characterized b different trends to be analyzed and interpreted.
The Master Course
in Fashion Marketing - Product and Retail Management
gives the chance to choose between two specialization pathways
Product Management, through which the student learns how to deal with the development and management of a product range by following the entire realization path of the collections and by interacting with the creative office, the technical labs, the production unit or the sales office.
Retail Management, through which students will learn how to face the current distribution difficulties: from the Fashion Buyer, who interprets the market trends for his customers and defines the purchasing plan of the collection, up to the Retail Manager and the Visual Merchandising Manager, who take care of the brand image and of the collection exposition inside the point of sale.
In the end, the Master Course
in Fashion Marketing - Product and Retail Management
offers the opportunity to collaborate with professionals and Italian and International companies
working in the field and to develop projects with them by simulating the professional activity.TEACHINGS
- BRAND AND FASHION BRAND MANAGEMENT
Creation, management, development and protection of the brand. The “value chain” of brands. How to position, communicate and strengthen the company brand by creating a distinctive brand identity in reference to the fashion market.
- BUSINESS PLAN & BUDGETING
How to deal with the estimate, the control and the final balance in the communication budget.
- DIGITAL MEDIA MARKETING
The course will introduce the students to marketing of digital media ai- ming to develop their skills in terms of Orientation, Analysis, Strategy design, Evaluation, Engagement, ability to define a correct Brief. This goals will be achieved through studying and discussing theory, disco- vering best practices and discussing results.
- DISTRIBUTION CHANNELS
The commercial process: globalization and new competitive logics, the trading process, the distribution policy. Qualitative /quantitative differences in the different channels: independent details, mono brand store, giant distribution, outlets and company store in the different ter- ritories. Lifecycle and post-sale service.
- FASHION COMMUNICATION
Developing some communication skills. Improving analytical and critical skills, towards the building up of a communication strategy. Getting more familiar with some working dynamics via case histories.
- FASHION CULTURE
Objective of the course is to analyze fashion as a historic and cultural phenomenon, from the growth of the stylistic codes of the end of 2Oth century to the development of the so called style avant-gardes of the 21st century, emerging figures and rising fashion weeks, the editorial and web scenario, as part of the new representation of the Fashion World.
- FASHION ECONOMICS
Goal of the course is to make students understand the value creation process in the fashion system. The course will put emphasis on the hybrid nature of the fashion business between manufacturing and cultural industry and on role of interactions and linkages within the fashion system among competences, activities and companies.
- FASHION MARKETING / CONSUMER WATCHING
Market segmentation, demand segmentation: the different market segments, analysis of the critical factors of success. The segmentation of the demand according to behaviours or lifestyles. From the definition up to the launch of the product, the different steps in the marketing plan and marketing mix.
- FASHION SOCIOLOGY & TRENDS
The analysis and interpretation of the scenario of trends in the fashion sector. Trends as a tool of analysis and creative hypothesis. The figure of the Trend-setter and the role of the Cool Hunter.
- NEW LUXURY
The Master participants will acquire a comprehensive knowledge of the Luxury markets and a good understanding of the customers’ behaviour and of the luxury companies’ strategies. The course will also provide an accurate knowledge of the principles, linked to Finance, that lie behind some Luxury Brands strategies.
- PSYCHOLOGY OF CONSUMER BEHAVIOUR
The study of consuming behaviours and the understanding of the complex interrelationships between the individual consumer and his/ her social reality can improve marketing strategies to more effectively reach the consumer. Furthermore, in the Fashion market complemen- tary approaches are to be considered for targeting fashion consumers, concentrating especially on innovation theory and self-concept theory.
Specialization Product Management
- DESIGN MANAGEMENT
This course aims to open a contextual overview of the subject by exploring the stages involved in the application of design to business. It provides students with an understan- ding of the relationship between design and management and its importance within an organization. It will also explain how design management can relate to the cultural, enviromental, political and social impact of an enterprise.
- FASHION PRODUCT MANAGEMENT
Analysis of the fashion product from ideation up to its production: technical and qualitative know-how concerning the product, merchandise mix, competitive advantages.
- MERCHANDISING MANAGEMENT
The objective of the course is to give a general overview of the role and key responsibilities of a Merchandising Department in a Fashion organisation. All the main activities of a Merchant and her/his key pivotal role among Sales, Communication, Design, Product Development and Production departments will be explored.
- PRODUCT DEVELOPMENT & MANAGEMENT
Aim of the course is to understand how the interaction between the development of a fashion product, the strategic marketing management and the production system can create competitive advantages in order to maximize sales of an assigned product line, as well as bringing to new products extensions and new line development opportunities.
Specialization Retail Management
- FASHION BUYING
The course will analyze the buyer’s role within the fashion system: the professionals he/she relates to, typical activities, basic tools and personality features that best characterize the profession. Starting from an overview of the different types of fashion buying, the course will focus on the peculiar tasks of a buyer within the retail department of a high-end fashion/ luxury brand or as a wholesale/independent client purchasing from a fashion/luxury brand.
- RETAIL MANAGEMENT
The course will provide general information on the retail scenario, introducing professional figures and explaining their relationships with the other company areas, analyzing competence activities and the manager’s role in defining company’s targets and policies and strategically programmed retail trade establishments.
- STORE MANAGEMENT
The management of the point of sale is a key element to both the profit increase and the enhancement of the brand identity, as well as the development of new markets customers. The course will analyze the main activities related to store mana- ging, including merchandising, store operations, such as personnel recruitment and goods reception, accounting, bookkeeping, as well as advertising and promotion of the point of sale.
- VISUAL MERCHANDISING
Visual Merchandising is a tool to communicate the company’s values through the proper use of the store’s design, fixtures and lighting, and of the displays and decorative techniques. This course will investigate all this fields and will explain the role of a visual merchandiser in any retail operation.
He’s been collaborating with many important Swiss Universities such as UMass University of Massachusetts in Luzern, the DCT University Center in Vitznau, the Caesar Ritz University Center in Brig and at the IMI University Center in Luzern as well as Grenoble School of Management (France). He is an active researcher and he has written several articles in renowned academic and specialist journals as well as book chapters in the field of Emotional Intelligence, Environmental Psychology and General Psychology.
After specializing in International Management and Consulting in Germany, she has been developing collaborations in various fields such as Wellness and Tourism, City & Events Marketing and Private Wealth Management also in Italy. She has entered the Fashion field in 2003, working as Sales Manager of an International multi-brand showroom in Milan.
She has gained significant experience in the Design and Product Management of casualwear, jeanswear, underwear and beachwear for several Italian companies and brands, such as Benetton Group and Cerruti, Vintage 55 and Sergio Tacchini She’s currently working as Product Manager for Napapijri.
CRISTINA ROMELLI GERVASONI
Marketing and Advertising Consultant and Contractor, after several years of collaboration with the Advertising Agency Saatchi & Saatchi, she has worked for 6 years at Bulgari in the Luxury department. She’s currently involved as freelance consultant operating with luxury brands, art institutions and fund-raising for non-profit associations.
After accomplishing a series of studies on Visual Merchandising and Personal Shopping first in London then in Milan, she’s started working at Grotto spa as Visual Merchandiser of Gas Jeans Brand. Currently she’s visual merchandiser of United Colors of Benetton.
FILIPPO LEONE MARIA BIRAGHI
Freelance Stylist, he has collaborated in the past with RCS-Rizzoli Media- Group as fashion journalist for magazines such as Max, Style, M., with Publishing House Futura for Uomo, Maxim e 20Anni magazines, ajnd with Arnoldo Mondaodri Ed. as stylist for fashion editorials Panorama Travel magazine. Image Consultant and Buying Consultant for concept store 10 Corso and Carla Sozzani Gallery, he has created and is art directing Flamo- boyant web magazine.
Textiles expert, he has started his activity in the trading of cotton-spinning, then moved to consulting services for product organization and sales networking. He is currently consultant of International textile companies and holding groups and runs the showroom “Milano Trend”, that maintains trade relations with the main fashion companies in Milan.
He’s been CEO at Ballantyne spa, which was acquired in 2004 by Charme Investments s.c.a.. Still collaborating with Charme, he is currently working as Senior Advisor of the Group.
Coordinator Fifteen years of experience as Market Research Director in several multinational producing companies gave Manuela Sacco a deep understanding of companies issues at different levels, local and global, from marketing to sales strate- gies. She has developed her own consulting studio, specializing in Marketing Intelligence and Retailing support activities.
Economist, he is the President of Hermes Lab, a company that operates economic analysis in the Fashion and Design industry; he took part in several studies about economic evolution and organization in the “fashion districts” and about relationships between “Made in Italy system” and industrial production. He is also a freelance consultant for: Pitti Immagine, the Italian Fashion Chamber, and Euratex (European association of textile industri- es). He works as finance editorialist for GQ Style Magazine.
Freelance Product Manager, she’s been working as Product Specialist in the Fashion market, both clothes and accessories, sportwear and leather goods. She collaborated with Mandarina Duck as Product Manager in charge of restyling the accessory line, with Dimensione Danza and with Fila Sport as Chief Product Manager and Designer Coordinator for global activewear womenswear collection. She’s also participated to Salone del Mobile of Mi- lan with several food design-dedicated projects.
Business developer with an inclination for design and management of technology-innovative initiatives in the fields of Communication, Marketing and Customer Interaction Management. Founder of Second Key, leader in the Italian market especially for Fashion and Design customers, he leads projects on digital interaction & communication: web, intranet, virtual worlds & digital signage. He is also involved in different businesses enterprises covering aspects from strategic planning to project management.
After a consistant esperience at Procter&Gamble first as Brand Manager, then as Marketing Manager, she has worked for Coty as Marketing Director. She has then moved to Armando Testa Advertising Agency as Strategic Di- rector of the Agency and of MediaItalia, the media agency of the company. She is currently working as Independent Consultant in Marketing and Advertising.
He has worked for an International executive search company as Executive Recruiting Manager in Milan and Paris. He has then collaborated with Hudson as Coordinator Southern Europe in the Fashion, Luxury and Media fields, as well as Executive Coaching Projects Leader. He’s currently working at Lang&Partners International HR Consulting.
She has worked for Prada spa as central buyer for leather and travel goods on the Italian, European and American markets, then at Yoox spa in the Buying department as well. She has, afterwards, worked for Marni International as Retail Structure Coordinator for Japan, Far East e Middle East areas. She’s now freelance consultant of interior styling, decorating, visual merchandising and garden design.
For over twenty years she has worked in the field of image communication, providing fashion trends forecast for major International stylistic bureaux. She collaborates in the conception and design of collections for various prêt-a-porter brands in the Italian territory. She leads the cool hunters team operating for Textilrama-Decocontract – Bruxelles. She also works as part of the artistic direction for satellite TV channels network as global image coordinator. She is currently involved in the trends analysis team for Li Edelkoort Group.
He worked for Il Ponte Pelletteria spa, well known leather goods and accessories company in the Fashion District of Florence and for The Bridge, of which he has later become Creative and Marketing Director. In 2007, he has become CEO and Brand Manager of the second newly born company of the group Il Ponte TBW srl, founded after its second line “The Bridge Wayfarer”. Currently he’s Creative Director of the mother-company Il Ponte Pelletteria spa and Accessories/Leathergoods Creative Consultant for the brand BIKKEMBERGS.