In this module the students will study the global fashion marketplace and the various customer profiles emerging across different regions in the world. Various business models in use throughout the fashion industry, ranging from low-cost high-volume to high-cost low-volume differentiated operation modes will be under review with an interest in identifying what types of products and services correspond to the wide spectrum of consumers relevant to the fashion industry. Particular attention will be paid to designer and luxury products and services, some of the most sophisticated and multi-dimensional marketing campaigns are directed toward the customer base pertaining to these high fashion goods and processes. Areas to be studied are personal selling, sales promotion, purchasing, physical distribution, product and service technology, brand marketing in the fashion context, business strategies, marketing communication and planning and international marketing. These four subject areas are essential to design a successful and competitive marketing strategy for a fashion brand and other luxury goods retailers. In addition students will also learn how development, analysis and implementation strategies are designed and executed in order to identify which branding decisions currently sell and will sell in the future.
The principal objectives of the course are the following:
Acquire industry-specific knowledge of how to design, develop and implement marketing models for the fashion industry
Learn to perform appropriate marketing research in order to gain a fundamental knowledge of the target markets, customer behaviour and how to succeed in the relevant market place
Understand how to differentiate, position and innovate a brand or product in order to stand out form the competition
Acquire the knowledge of the different competitive market dynamics and the unique characteristics of each international market and the overall global dimensions of fashion marketing
This module encompasses the strategic analysis, engagement and treatment of brand policies and objectives in fashion and luxury goods and services markets. The course provides an in-depth investigation of various market brackets within the framework of competitive strategy and how these constructs fit into pricing decisions, how to negotiate volume-quality tradeoffs, and what underlying social trends and worldviews inform customer motivations regarding buying behaviour. The formulation of a long-term strategic posture that creates sustainable unique advantages over competitors through sound and relevant fashion and luxury product decisions is a key subject under review. Although the management of low-cost, low-differentiation products and services will be covered, the greater focus will be placed on the medium-term as well as long-term management of high-value-added, more differentiated fashion products and services.
The principal objectives of the course are the following:
Acquire the knowledge to critically analyse the current fashion organisations in a strategic context in order to identify potential channels for future development
Analyse and evaluate the stakeholders in the fashion industry context to contribute to the delivery of positive customer experiences that enhance brand recognition, quality, profits and unique selling points
Acquire the essential knowledge of the various business theories and models specifically relevant to the fashion industry in order to make the appropriate decisions regarding pricing, manufacturing, positioning, promotion and strategic posture
Gain a through knowledge of the analytical tools that are required as a manager and practitioner in order to reach and maintain excellence and competitive superiority in the intensely competitive rapidly changing global fashion industry
