Conteúdo
Fashion Marketing
Credits: 10* | Start date: July | Duration: 1 | Language: Spanish
In the last years, fashion industry has been immersed in a deep and fast transformation process of its productive and organisational structure, provoking relevant changes in the industrial model that has been characterising developed economies during the last 25 years. At the moment, there is clear intensification process of the worldwide competence, which has constrained the sector (both huge companies and entrepreneurs) to make its functions much more professional to respond to the new competitive environment.
The traditional scheme of textile and clothing companies was standing on a mighty industrial foundation and a distribution system in which multi-brand independent stores would predominate. New business chains benefit from a better understanding of markets and the capability to adapt their products to the market’s demand, pursuing the commercial margins of industrial activities while optimizing their business efficiency.
All those who work in a fashion marketing and communication department need to be capable of responding to relevant subjects such as defining new business models, consolidating the “brand” value or looking for new consumption trends in order to be able to face them fastly. All things considered, their work is to define the global strategy so other professionals (designers, advertisers, product managers, interior designers, window dressers, …) develop their work jointly, directing their efforts to a common challenge with clear and agreed goals.
Fashion is the field that invests the most in marketing, up to 18%. Investments in brand image are becoming more and more essential for this area, given that to conjure up the brand values in a context where “there is all sorts” means to stand out. That is why fashion companies are the ones investing huge amounts in communication campaigns.
The creation of a quality image, when face to face with an ever stronger competence, can only be achieved by innovation; in this respect, the job performed by this “new professionals” needs to entail processes and transformation ruled in most cases by consumers’ new exigencies and advances in other social and technological fields, with new means and materials. This elements are changing relations with clients, commercialization, logistics and communication, as well as the companies’ own organization.
The power of citizens, in the digital era we live in, is more important that it has ever been, gathering strength expressing their tastes, opinions or votes. Furthermore, social relations are also changing, which is reflected, in example, by the incredible expansion that communities are experimenting; maybe in future people will mix in a way with nothing to do with what we do nowadays. The voice of consumers (markets) can be heard, can become a digital entrepreneurship, and it must be included in business procedures.
Future professionals of fashion shall be able to provide an answer to the social changes when creating their proposals for markets, to generate highly competitive projects in tune with the main trends of the fashion business:
- The business comes defined (and controlled) by distribution.
- Increasing relevance of brading at every level.
- Brand strategies (channel and product) converge.
- Classic segments (age, wealth) don’t make sense anymore, segments are created by experiences, emotions, lifestyle, which are beyond a sole product.
DESCRIPTION
Objectives
- Enhance business creativity.
- Provide the student with the necessary skills to face real situations in the field of fashion with a coherence and professionalism.
- Consider the requirements to develop an integral fashion marketing and communication plan: from production to commercialization, analysing commercial and/or sales opportunities (direct sales or by means of showrooms, distribution networks, etc.), passing through assessment for every phase of strategic management: anything related to brand identity and image, international expansion, collaborator research, communication, among many others.
Target
This course is conceived for graduates in fashion design and marketing interested in enhancing their knowledge to go into the sector of professional industry. Salespersons and sales managers who want to acquire a technical knowledge of the field of fashion so they stand out among other professionals. Creatives for several areas (graphic, interior and product design) looking for a broadening in their proposals for clients and interested in applying brand image, fashion production and trends. Creatives and advertising planners on a quest for innovative proposals for their clients in the field of fashion, within brand image and its different applications (events, packaging, labels), as a distinguishing element.
Methodology
The development of didactic sessions, modules and activities of this Summer Course want to simulate the whole process and professional management inherent in a fashion project. In this way, the course is structured in different types of sessions::
Theoretical lessons
Bring professional information, up-to-date, as well as fundamentals to face the projects posed along the course. In addition, the program provides an extensive bibliography and attached documents with complementary readings.
Experimental lessons: case studies
In a professional context, to analyse and deepen into experiences performed by in-sector companies, is an essential learning. It is not about imitating their strategies, but analysing their fundamentals, applications, repercussion, market, etc., to deduce enough knowledge and analysis to face own challenges with confidence and knowledge.
Experimental lessons: projects
The goal of every Summer Course at IED is to end up developing professional projects, and that is why, all through the course, several practical exercises will be developed, revealing that the follow-up of the course is performed by “work in progress” dynamics. This activities will become a relevant initial contact with real cases that we can find in the professional world.
Workshops
Some of the subjects, which have a high practical content, will be performed by workshops, practicing fundamental elements such as well-planned work teams, observing the defined briefing for each session.
Lectures
Throughout the course, didactics will be completed with professional lectures, which put in touch our students with professionals from top-leading companies of the field. Undoubtedly, it is a unique opportunity to learn and contact with professionals from the different fields of fashion.
Duration: 100 hours
Dates: 7 - 31 July
Schedule: Monday to Friday, from 10.00h to 15.15h
Language: Spanish
* The educational planning for all IED Master courses is aligned with the criteria established by the European Higher Education Area (EHEA). The IED Master program adopts a credit structure that follows the European Credit Transfer System (ECTS). IED Master only awards its own private degrees.
