A Fashion Brand: From Line Creation to Market Placement. A case study
Università Cattolica del Sacro Cuore
Area of Study
Business, Fashion Merchandising
Taught In English
Fashion business and fashion marketing, interest in fashion items.
Recommended U.S. Semester Credits3
Recommended U.S. Quarter Units4
Hours & Credits
OverviewThe first part of the course provides an overview of the fashion business. It starts from iconographic studies,it includes knowing how to read images and it ends with playing with colours and understanding theirmeanings.In this part of the course students have to understand what a brand is and where it has to be placed, usingmarketing tools, merchandising skills and communication awareness.The second part is a ?Point in? through communication. We will analyze some different paths like verbal andnon verbal communication. Through role plays and team works we will go deeper into old and new networksfor example paper and social networks.The last part of the course focuses on the function of products in fashion: we will create a new product andstudents have to recreate its universe studying new mood boards, concept boards, target and marketingplans. All this is fundamental for the fashion business and will create a real awareness of it.A great role is played by practical work and referring to a newly born and established brand, the students willhave the possibility to apply theories to a practical field and they will be exposed to problem solvingsituations related to real cases relating to the fashion world.
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