Fashion Marketing Short Course
Course description
Course overview
This short course provides a comprehensive introduction to the full spectrum of fashion marketing, from foundational marketing theory to the latest digital, consumer and brand building practices shaping the industry today.
You’ll explore how brands analyse markets, identify new opportunities, categorise and target consumers, and position products in competitive global environments.
Using real industry case studies, trend analysis, and hands-on marketing tasks, you’ll examine how fashion brands develop and activate strategic marketing plans through storytelling, digital campaigns, and content that resonates with contemporary consumers.
You’ll also investigate how sustainability, technology, and shifting consumer behaviours are redefining fashion marketing, and what this means for future careers in the field.
This will inform your work to design your own fashion marketing strategy and understand how marketing with intent drives brand success in today’s fast paced fashion landscape.
This course is available both on campus or online. Please check location assigned to specific dates in the booking section.
Who this course is for
- Those new to marketing or transitioning from non-fashion sectors
- Fashion entrepreneurs, emerging designers, and brand founders
- Business graduates wanting to pivot into fashion or early career professionals specialising in fashion
- Industry professionals aiming to broaden their marketing knowledge
- Anyone interested in understanding how fashion brands grow, communicate, and innovate
No previous experience is required — just an interest in how fashion brands succeed.
Key information
Topics covered
Market and consumer insight:
- Analysing global and local fashion markets
- Conducting fashion marketing research
- Understanding consumer behaviour and buyer psychology
- Profiling fashion customers and mapping target audiences
- Trend research and forecasting fundamentals
Brand and product strategy:
- Developing brand identity and positioning
- The fashion product lifecycle and product development overview
- Differentiation, innovation, and value creation
- Marketing luxury, premium, and mass market fashion
Marketing strategy and planning:
- Building a fashion marketing strategy from concept to execution
- Defining USPs and brand narratives
- Planning an integrated marketing mix
- Fashion calendars, buying cycles, and retail environments
- International considerations in fashion marketing
Promotion and communications:
- Creating effective marketing campaigns
- Digital and new media marketing
- Social media strategy and influencer collaboration
- Press, PR, endorsements, and sponsorship
- Content creation and brand storytelling
Practical activities:
- Weekly and/or session-based marketing tasks with tutor feedback
- Case study analysis of current fashion brands
- Development of your own mini marketing strategy and presentation
Learning outcomes
- Apply core marketing principles within the fashion context
- Analyse markets, consumers, and competitive environments
- Build a targeted fashion marketing strategy and campaign plan
- Understand how brands create recognition, loyalty, and desirability
- Identify and apply trend insights to marketing decisions
- Evaluate the role of psychology, communications, and digital media in fashion marketing
- Understand the future landscape of fashion marketing, including sustainability and technology
- Digital badge and certificate of attendance
Materials
On campus
- Notepad and pen
- Laptop/tablet
Online
If you are taking this course online, please see our Guide to taking online short courses
Tutor
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.
Angela Buttolph
Angela Buttolph is an experienced journalist, broadcaster and author, and Associate Lecturer for MA Fashion Journalism at the London College of Fashion's School of Media and Communication. A fashion journalist for over twenty-five years, she has worked on staff at every major magazine from Elle to Vogue, InStyle and Grazia and contributing to many more. She has covered fashion weeks worldwide for Vogue, the Guardian and Grazia, broadcast live from catwalk shows and the red carpet for the BBC, and interviewed many of fashion’s greatest luminaries including Anna Wintour and Karl Lagerfeld. Angela has also presented fashion TV series on ITV, BBC and C4. She was Editor of Grazia’s website, before becoming Editor at Large for Grazia magazine, where she is currently a contributing writer, as well as writing for The Telegraph and Google’s Think with Google blog. She is author of Kate Moss: Style, co-author of Phaidon’s Fashion Book, and is currently writing a book about the fashion industry for tweens.
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.
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