High Fashion Management

• High Fashion Management

High Fashion Management Elective Courses

Overview

The course will offer specific tools for carrying out an effective market and target segmentation strategies, as well as the fundamental criteria for the communication management specific of high fashion brands. The course will explore the most contemporary activities of brand maintenance (brand enlargement, brand image/iconography, brand communication and constant target fine tuning) and the leverages for assuring a growth facing a crises period.

Fashion is also a market based on strong innovation rate and strong distributive enhancement: the course will unfold the major roots of inspiration for managing a constant and consistent brand evolution and how to define and measure the final effects of the marketing strategies on final markets.

An important part will also be devote to analyze new “booming” markets for the fashion system and how these new horizons have affected the way to manage high fashion brands. At the end of the course, participant will be able to understand the differences in the brands DNA of a high fashion brand, to selecting the most suitable kind of creativity and marketing strategies, to identify the most potential international target, to formulate and develop an effective and innovative international brand and distributive strategy. Great importance will be devoted to q&a timing for each stage, in order to better fine tune the high end fashion management with the personal experience of each participant.

Learning outcomes

Knowledge of How to . . .

induces the desire and the intention to buy: products are changing , faster and faster today due to the multiplication of collections (seasonal anticipation, bridge, cruise, limited edition, special edition, celebrative collections…), due to the event of “pronto moda “ and fast fashion brands and to the local taste fine tuning. The course will explore some case histories dealing with major international brands in order to explain how it is possible to maintain a strong brand consistency and wide brand appreciation.

At the end of the module, participant will be able to:

• Decode and fine tune with high fashion market environment, rules, sensibilities and inspirations
• Manage the different roles of collections (Apparel, accessories, watch &jewellery, eyewear, home design, hotels and entertainment…) to create a contemporary lifestyle brand
• Define a specific market positioning for the high fashion brand and a unique product strategy
• Create a specific international intention to buy thanks to collections management (seasonal anticipation, bridge, cruise, limited edition, special edition, celebrative collections…), distributive innovation (new formats) and to the local taste fine tuning
• Apply the innovative marketing and strategic methods necessary to create, build, and maintain a high fashion brand in the international markets
• Integrate the specific distributive channels (retail, wholesale, on-line, outlet, travel retail…) in order to optimize the competitive strength of the brand
• Solve business problems by segmenting markets and positioning produces and services
• Orchestrate creativity and strategy but also how to balance the creation of market aspiration with a correct financial plan
• Forecast trends and emerging fads for keeping up the brand with the utmost innovation system