Fashion Marketing & Branding

Course details

• Define the terminology common to the fashion industry.
• Identify the segments of the fashion industry and their roles in the fashion pipeline.
• Trace the movement of fashion from concept to consumer.
• Identify current designers and recognize their signature styles.
• Develop an awareness of the variety and rewards of fashion related careers.
• Outline the key strategies and processes of fashion marketing.
• Explain the concept of research and development.
• Compare the marketing of fashion to that of other products.
• Identify a strategy to use for market distribution.
• Display an ability to prepare and present fashion marketing information.
• Produce a fashion-related event video.

• Identify the numerous factors that influence consumer buying behavior.
• Discuss how consumer attitudes can be influenced by marketers.
• Relate basic psychological concepts to consumer motivation and need fulfillment.
• Differentiate between qualitative and quantitative consumer research and design, administer, and analyze basic data collection instruments.

• Understand the role of writing in the communication process.
• Identify the role of fashion journalism in newspaper, magazine, and new media.
• Write fashion copy for a newspaper, magazine, and online media.
• Write fashion copy for advertising and PR purposes.
• Pitch a fashion story.
• Conceive, edit and publish a hard-copy print magazine.

• Demonstrate an understanding of traditional and emerging public relations techniques.
• Analyze real world observations and apply to public relations initiatives.
• Demonstrate creative and critical thinking skills.
• Improve personal communication and public presentation skills.
• Analyze marketing strategies employed by advertisers in a wide variety of media: Print, Broadcast, Out-of-Home, Online, and Social Media.
• Exhibit an understanding of how to target advertising to specific markets.
• Develop and budget an ad campaign integrating multiple media platforms.
• Develop a media contact list.
• Produce a professional Media Kit, including press release, company backgrounder, designer bio, and product lookbook.

• Understand ways in which business and non-profits use social media marketing to engage customers.
• Understand foundational vocabulary and terminology of social media marketing and social media analytics.
• Use the technologies involved in order to effectively communicate tactics, strategies and decisions related to social media marketing.
• Appreciate the strategic implications, including risks and ethical implications, of social media marketing.
• Analyze social media's usefulness for businesses as a vehicle for facilitating customer communication and interactions.
• Understand trending topics, types of content, and users.
• Build engagement with appropriate links and tone of voice.
• Examine web analytics, digital branding, WordPress-specific blogging, online advertising, social media, SEO, and more.

• Explain the fundamental theories and processes of brand creation.
• Differentiate a product identity from a brand identity.
• Define strategy in the context of brand building.
• Discuss the use of symbols and metaphors.
• Discuss elements of brand packaging to help establish brand identity.
• Explain the four pillars of branding.
• Prepare a blueprint for brand development.

• Display an understanding of basic e-Business/e-Commerce models and markets.
• Compare, assess and make improvement recommendations for websites, e-stores, blogs, marketing/e-commerce apps, and creative content based on usability, engagement and target market objectives.
• Create digital content to promote sales.
• Conceive and publish an on-line e-Business store.

• Develop skills in creative direction and production.
• Learn planning and budgeting.
• Develop critical paths for event execution.
• Acquire skills in project management.
• Learn event accounting and break-even metrics.
• Understand talent management and acquisition.
• Develop critical thinking and evaluation skills to develop solid sales promotions.
• Assess the financial return on Trunk Shows, Pop Up Shops, and other off-site promotional activities.
• Conceive, promote, and execute a local sales event.