Fashion Marketing Online Short Course
Course description
Course overview
This online course will introduce you to each stage of the fashion marketing process, giving you insights into how marketing managers plan their strategies which you can apply to engage your customers and promote your brand.
During lively class discussions led by an expert tutor, you will learn how brands target consumers and use new media communications to reach and excite their audiences. You'll also learn about the psychology of fashion promotion, the characteristics of super brands, and how trends develop and can be exploited.
As your understanding of consumers, products and markets develops, you will gain a deeper understanding of why fashion marketing is so crucial to the fashion industry, and what the future of fashion marketing might look like.
Who this course is for
This course is perfect for anyone with an interest in fashion who wants to further their knowledge of how the industry operates, such as fashion entrepreneurs or designers who want to develop a brand. It is also ideal for business graduates looking to specialise in fashion, or those already working in the industry hoping to transition into fashion marketing.
Key information
Topics covered
The course is very practical, and each week you will be set a realistic marketing task to complete in your own time, and each week you will receive personal tutor feedback on your work. Finally, you will demonstrate what you have learnt in a presentation to your tutor and course mates of your own fashion marketing strategy.
Topics include:
- Developing a fashion marketing strategy
- Developing marketing campaigns
- How and why fashion brands target consumers
- Profiling customers and consumers
- Building brand recognition
- Planning a fashion marketing mix
- Researching trends – how and why we do this
- Consumer research
- Understanding USP
- The psychology of fashion marketing
- Press and PR: endorsements, sponsorship and promotion
- Understanding new media marketing and communications
- Considering the future of fashion marketing
- The difference between branding and advertising
Learning outcomes
- By the end of the course you will have;
- Learnt how and why fashion brands target consumers
- Developed your own fashion marketing strategy
- Learnt how brands become notable
- Planned a fashion marketing mix
- Gained an understanding of the psychology of fashion marketing
- Receive a digital badge and certificate of attendance
Materials
Course Specific Materials:
- Notepad and pen
Please see our Guide to taking online short courses.
Tutor
Romero Bryan
Romero Bryan (MA, PG Cert, AFHEA) boasts over 25 years of extensive experience in the fashion industry, having distinguished himself as a Fashion Designer with the presentation of luxurious collections at prominent international events, including Mercedes-Benz Fashion Week. In addition to his design work, he has acted as a Freelance Public Relations Consultant with a focus on Fashion, Beauty, and Lifestyle, and has also accumulated experience in Corporate Public Relations.
Currently, Romero serves as a lecturer in the MA Design Management program at the London College of Communications. He integrates principles of Design Management into the curriculum of all his UAL Short Courses, thereby encouraging students to engage critically with broader interconnected issues that extend beyond the immediate concerns of the fashion industry.
In his educational practice, Romero equips students with essential tools for success in the fashion sector, leveraging his professional experiences and incorporating real-world case studies from established creative practitioners and enterprises. His pedagogical approach is thus deeply rooted in practical insights and the dynamics of the industry.
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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