Fashion Marketing and PR Online Short Course
Course description
Course overview
This online short course will help you gain insight into the exciting world of fashion marketing and PR. You will learn practical skills that will drive sales and brand awareness, helping you take your career or business to the next level.
The course is perfect for beginners looking to gain insight into the new wave of fashion marketing and fashion PR techniques. It will explore how brands are evolving into lifestyle communities, are using their identity to build loyal customers, and ensure 'peer to peer' sales in a digital age. You will learn practical skills and techniques from an industry professional and gain the confidence to use them in your business.
In each session you will learn new marketing skills and will study with likeminded people from around the world. You will receive feedback on your practical assignment work from your tutor, and this will help you develop your skills and challenge you to push your boundaries. The course covers a full range of fashion marketing and PR skills, including how to analyse and research your customer, how to plan marketing and PR campaigns, how to master digital tools and language, how to identify and satisfy consumer desires, how to create meaningful content that resonates, and how to create and use media packs for use with journalists, celebrities and influencers.
This course is ideal if you are looking to take on new marketing and PR responsibilities in your existing role, or if you have a project or passion that you want to develop as a business opportunity. By the end of this course, you will have a deeper understanding of the PR and fashion industry, and step-by-step processes and techniques which you can apply in your business.
Who this course is for
The course is suitable for a creative individual who wants to gain an insight into how the fashion industry uses both marketing and PR to drive sales and increase brands awareness. You may work for a marketing or PR organisation, or you may be considering starting your own fashion brand and looking to learn how fashion marketing and PR techniques can drive your business.
Key information
Topics covered
- Analysing and researching the fashion market
- A step-by-step guide to how PR works with marketing and advertising
- Exploring the digital landscape and media choices
- How to create a brand identity and personality
- Identify fashion markets: core consumers and how to make them fall in love with you
- How to develop a brand media pack and how to utilise this
- The death of the traditional marketing mix; the new power of the fashion image
- How to maximise sales by building a community
- Understanding consumer desire
- Focusing your attention on appropriate media for your brand
- Understanding the 2020 changes in influencer marketing
- How to build a unique style of communications; becoming authentic and being real with your community
Learning outcomes
- Understand the difference between fashion marketing and PR
- Understand why both are crucial to a fashion business
- Learned how to identify a target audience and how to tailor content to them
- Developed an understanding of how to build brand recognition
- Explored a wide range of techniques to drive sales
- Be able to apply the skills you have learnt to a company or to promote your own label
- Know how to utilise your press pack to its full capacity
- Analyse and research the fashion market for new concepts
- Receive a digital badge and certificate of attendance
Materials
- Notepad and pen
Please see our Guide to taking online short courses.
Tutor
Hannah Kane
Hannah Kane holds a permanent part-time post as a Lecturer in Fashion Marketing at the London College of Fashion teaching across undergraduate and postgraduate courses in marketing and branding. Her academic background is in Law, and she is also an LCF alumnus of the Postgraduate Certificate in Fashion and Lifestyle Journalism. She subsequently worked as a journalist for a variety of print and digital publications, via experience in broadcast production at CNN, and as a public relations executive and marketing consultant for a diverse array of fashion, technology and leisure clients. She moved into editing and worked on several consumer concept magazines. In 2010 she founded the award-winning independent style, culture and philosophy magazine PHOENIX, directing it creatively and commercially while writing, producing and art-directing fashion shoots with music artists, models, and other talent. Kane specialises in marketing communications, including public relations, social media, and brand storytelling. She is the Managing Director and founder of the strategic fashion marketing and creative content agency Hack Media. Her new non-fiction book The Style Thesaurus will be published by Laurence King in October 2023, available from all good booksellers.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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