Fashion Content Marketing Online Short Course
Course description
Course overview
This fashion content marketing short course will show you the steps fashion brands use to develop their brand stories, and then how digital content and social media managers apply this story through all the brands channels, to increase awareness, and engage and convert.
Each week you will learn a different aspect of the fascinating world of fashion brand storytelling, starting with strategy, then exploring types of content, followed by social media and channels, and finally a look at how to integrate it all into effective campaigns.
The course has a practical focus, and you will learn from case studies, lively class discussion, and hands-on assignments with personal tutor feedback.
Who this course is for
This course is for those for who want to understand the strategy behind fashion social media, and how to design effective content marketing campaigns.
This course is ideal for creative people who have a good grasp of digital technology and are interested in the fashion industry. It is perfect for anyone who wants to learn more about fashion communication and building relationships with consumers, and to become a better digital marketer.
Key information
Topics covered
- Overview of fashion marketing and communication
- Understanding and identifying your target audience
- Consumer behaviour and psychology
- Engaging storytelling
- Setting objectives
- The importance of video and photography in fashion content
- PR, editorial and blogging
- Research content (articles, whitepapers, trend reports etc.).
- Copywriting for product and web content
- Own brand social media (Instagram, Facebook, etc.).
- Influencer marketing
- Email marketing
- Content calendars
- Working with trade events, seasons, and drops
- Analytics
Learning outcomes
- Gained insight into the exciting and fast-paced field of fashion marketing
- Discussed how fashion content marketing fits into a wider fashion marketing strategy
- Learned about the fashion job roles responsible for fashion content marketing
- Learned how to develop a brand story
- Explored how to develop a digital content strategy for a brand.
- Developed an understanding of how content marketing sits alongside social media, PR and traditional marketing activities
- Learned how to integrate content marketing with other fashion marketing events and activities
- Learned techniques to reach and engage new audiences
- Learned techniques to support conversion and sales
- Receive a digital badge and certificate of attendance
Materials
Course Specific Materials:
- A pen
- A notebook
Please see our Guide to taking online short courses.
Tutor
Elena Arzani
Elena is a Lecturer on BA (Hons) Design Management at the London College of Communication. She is also an Associate Lecturer in the MA Arts and Cultural Enterprise at Central Saint Martins (CSM), the MA Design Management (LCC), and the Graduate Diploma Fashion Management (LCF)
With 3 Master’s degree (Design Studies at CSM/UAL, Marketing and Communication for the Art world, and Fashion Photography), a PgCert in Academic Practice (Chelsea/UAL) and a diploma in Marketing and Communication for the Art world (Sotheby's Institute of Arts), her areas of specialism demonstrate a broader understanding of the Arts and cultural sector, together with their business, research, and communication dynamics.
Elena collaborates with several courses across all Institutes at UAL. Other academic collaborations have included teaching at the MIUR (Minister of Education and Research) in Italy, where she developed an EU-funded pioneering project on social justice, digital technologies, and cyberbullying in children education, that has permanently changed the Primary School curriculum.
Alongside her academic work, Elena continues to work in the industry. Internationally established as an Art Director, Photographer, and Cultural Editor/broadcaster. Her professional portfolio includes collaborations with Giorgio Armani, Flash Art, Tina Turner, Templon Gallery, Paris Photo, Vogue, V&A, Value Retail, MASI Lugano, Mendrisio Academy of Architecture, Sole 24 Ore, Artribune, Frieze, and many others.
Minal Kay Malik
Minal is a multi-award-winning Senior Lecturer in Fashion Marketing, with a passion for sustainability and diversity and Unit Leader for Year 1 Global Fashion Branding Theory and Year 2 WEBL unit.
She is also a former Fashion Editor at Paper Magazine, with experience in emerging markets, marketing, and social media for luxury brands like Burberry and Net-A-Porter and now a freelance consultant, writer, and stylist for Hypebeast, Ok!, Vogue, Who What Wear and others.
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