The aim of this course is to offer a creative and dynamic approach to marketing and communication strategies specifically addressed to the global fashion and retail industry. Through the analysis of case studies referring to world-famous fashion brands, the course will explore the fundamental principles of fashion marketing and all the winning strategies of product design, promotion, retail and distribution.
The topics covered will spread from fashion brands’ strategies on product design, targeting and market research to online strategies, advertising, promotion and retailing, media and brand communication. Through lectures, research and projects, students will learn to recognize and understand the social, ethical and economic aspects of the global fashion market. The course will also include the analysis of new and emerging trends and issues that globally influence the fast-moving world of fashion and textile industries.