Fashion Marketing (Online)
Online courses occur as 1.5 hour live sessions, during which time you will interact with your tutor, classmates and course content using in-built audio and video chat, instant messaging and the virtual work display area.
Fashion marketing is a major contributor to the business of fashion and cannot succeed without it. The domestic marketplace is ever changing and understanding consumers, products and markets can be multifaceted. This introductory course helps the student to understand the concepts within the fashion marketing industry and how and why fashion marketing has evolved over the years as a key ingredient of the fashion business industry...
Taught by: Jennifer Williams-Baffoe.
Fashion marketing is a major contributor to the business of fashion and cannot succeed without it. The domestic marketplace is ever changing and understanding consumers, products and markets can be multifaceted. This introductory course helps the student to understand the concepts within the fashion marketing industry and how and why fashion marketing has evolved over the years as a key ingredient of the fashion business industry.
On this course students will learn how to understand the fashion the brand, the brand and brand logic, the definition of brands, consumer target markets, how clothes reach target consumers, Why fashion are trends important and why fashion marketing is integral to the fashion business industry.
Students will be required to develop a presentation on marketing a fashion product and/or set of fashion related products to a panel (each other).
Students will be marked on their presentations at the end of the course.
(8 live sessions online: 1.5 hours per session)
Introductions - How does the fashion industry operate? We will discuss the fashion consumer, the fashion organisational behaviour and the fashion market
Fashion marketing research - Researching Trends, how and why we research.
Develop and discuss your Fashion Business Idea, Who are your consumers? Who is your profile customer? Primary and secondary research.
How do brands become notable? Why brands need to make a distinction, how and why do brands develop traits?
What is the USP? Positioning, how and why fashion brands target consumers.
Understanding he marketing mix and how this works in relation to the fashion industry, how do you plan a fashion marketing mix?
The psychology of fashion marketing communication and visual merchandising and why it is intrinsic for the industry.
Press and PR - Endorsements, sponsorship and promotion in the fashion industry
New media marketing and communications, consider new and old media ways of communicating fashion brands to diverse consumer target groups.
The Future of fashion marketing, final presentations from students
Please note this course is being delivered on UK time.To view more information and a live UK clock, please follow this link: http://www.timeanddate.com/time/zone/uk/london
Please refer to your joining instructions about getting set up for your first session.
Further details about preparing for your online course, and the equipment you need, can be found here:
Jennifer Williams-Baffoe is an international fashion and creative industry business consultant and has worked for many organisations such as The Fashion and Textiles Museum, The British Fashion Council and The British Apparel and Textile Confederation. Jennifer is a short course tutor at Central Saint Martins and The London College of Fashion and is the author of The British Fashion Councils Designer Manufacturer Handbook. Jennifer is also a consultant for the United Nations on their Ethical Fashion Initiative Project
Please bring with you to the first session:
- Pen and paper to take notes