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How do you position a collection? How do you manage a fashion business? How do you analyse<br />
your competition? How are the top brands structured? How do you sell a collection?<br />
Week 1<br />
analysis of economic and social trends, understanding economic and social evolution and how this influences<br />
fashion consumption.<br />
the new markets and how fashion can expand in them.<br />
expansion strategies: new brands, luxury brands and distribution chain stores.<br />
comparison of models.<br />
Week 2<br />
analysis of fashion: textiles, clothing, accessories, cosmetics, eyeglasses jewels.<br />
the critical factors for the success of leading brands such as prada, louis vuitton, gucci, dolce & gabbana,<br />
cavalli, benetton, zara, h&m, adidas, nike and puma.<br />
creating a winning position for your product through definition and analysis of the competitors.<br />
Week 3<br />
the product: definition of portfolio and life cycle.<br />
function and determination of price.<br />
integrated communication: brand identity, brand image and brand equity.<br />
distribution: the different distribution channels, evolution and future prospects.<br />
licensing and the importance of branding: policies, advantages and risks.<br />
�e Business of Fashion<br />
milano paris london<br />
Short Courses<br />
—<br />
�e Business<br />
of Fashion<br />
_<br />
13<br />
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