Fashion Industry Skills Short Course
Course description
Course overview
The Fashion Industry Skills short course is designed as a practical and engaging introduction to the world of fashion marketing and communication. With beginners in mind, this course focuses on the essential skills needed to market and sell a fashion collection successfully.
Through interactive sessions, students will be guided step by step through the promotional process – from understanding product considerations such as colour, fabric, price and design, to developing strategies for press coverage, PR, and generating positive media attention. Real-world examples and case studies are used to illustrate how brands connect with their audiences and create a lasting presence in the market.
Students will learn how to identify their target customer, create a promotional plan, and understand the factors that make a brand successful. The course also offers the opportunity to share ideas, receive feedback, and gain confidence in applying marketing concepts within a fashion context.
This course is available both on campus or online. Please check location assigned to specific dates in the booking section.
The on campus version of this course is available as a 5-week evening programme or a 2-day intensive. Alternative formats may be available in the future.
Who this course is for
This course is designed for those new to the fashion industry, particularly individuals interested in exploring the marketing and promotional side of fashion. It is well-suited to beginners looking to take their first steps into fashion marketing, PR, and communication, or those who want to strengthen their understanding of how collections and products are positioned in the market.
Key information
Topics covered
- Marketing and communication strategies for fashion collections
- Press and PR, such as how to attract positive media attention
- Product considerations such as colour, fabric, price, design and retail outlet
- Promotional planning and creating campaigns that connect with your target audience
Learning outcomes
- An overview into the market for fashion
- Have an idea of how to carve out a successful career in the fashion design and marketing industry
- Have a clearer idea of who their customers will be, and where their collections or products should be on sale
- Digital badge and certificate of attendance
Materials
Required materials:
- Pen and paper to take notes
- Pencils
- Fine liner
- A4 cartridge paper sketch book
Recommended materials:
- Laptop
- USB or equivalent cloud storage
- If you prefer to take a non-digital approach to collaging, you will also need:
- Glue
- Marker pens
- A2 cartridge paper
Pre-course activities for on campus students:
- Reading the article: The State of Fashion 2025: Challenges at every turn
- For individuals seeking to engage in a more rigorous examination of the topic, we encourage you to consider reviewing a comprehensive advanced analysis of the same report, as presented by the Business of Fashion.
Tutor
Jovanka Novkovic Davies
Jovanka Novkovic Davies has worked in the fashion industry for 25 years. She established her career in luxury retail buying working with British department stores, most notably Harrods where she worked with some of the world’s leading fashion designers and most prestigious fashion houses. Jovanka runs a product development company, specialising in fashion accessories and supplying British retailers. She also designs and produces a collection of luxury leather handbags.
Yong Chong
Yong is an experienced, successful and intuitive fashion professional with a wealth of experience in retail management, leadership, strategy and executive headhunting in the premium and luxury fashion sector. Currently a Co-founder of a bespoke headhunting company supporting experienced professionals to integrating into executive, head office and international retail operation positions. Yong's current recruitment agency has forged long term partners with Christian Dior, Louis Vuitton, Celine, Loewe, Givenchy, Christian Louboutin, Versace, Michael Kors, Matchesfashion to name a few. Additionally, Yong is a founder of a bespoke fashion consultancy firm supporting fashion professionals with CV writing, coaching and mentoring.
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.
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