Fashion Marketing Intensive Short Course
Course description
Course overview
This is an intensive one-week course covering basic key elements of fashion marketing alongside more advanced techniques.
Who this course is for
This course is ideal for anyone who wants to learn how marketing principles work in the context of fashion.
Key information
Topics covered
- Analysing the fashion market and its environments
- Fashion marketing research
- Identifying fashion segments and selecting target markets
- The fashion product
- Distribution
- Pricing garments and fashion services
- Integrated fashion communications
- Consumer behaviour
- Fashion marketing planning and determining the strategy
- Differentiating, positioning and innovation in fashion markets
- The fashion calendar and the role of the buyer
- International dimension of fashion marketing
- Marketing luxury products and other contemporary issues
Learning outcomes
- Developed a good understanding of the marketing principles within the context of the fashion industry
- Digital badge and certificate of attendance
Materials
- Notepad and pen
- Laptop/tablet
Tutor
Angela Buttolph
Angela Buttolph is an experienced journalist, broadcaster and author, and Associate Lecturer for MA Fashion Journalism at the London College of Fashion's School of Media and Communication. A fashion journalist for over twenty-five years, she has worked on staff at every major magazine from Elle to Vogue, InStyle and Grazia and contributing to many more. She has covered fashion weeks worldwide for Vogue, the Guardian and Grazia, broadcast live from catwalk shows and the red carpet for the BBC, and interviewed many of fashion’s greatest luminaries including Anna Wintour and Karl Lagerfeld. Angela has also presented fashion TV series on ITV, BBC and C4. She was Editor of Grazia’s website, before becoming Editor at Large for Grazia magazine, where she is currently a contributing writer, as well as writing for The Telegraph and Google’s Think with Google blog. She is author of Kate Moss: Style, co-author of Phaidon’s Fashion Book, and is currently writing a book about the fashion industry for tweens.
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