Fashion Marketing Short Course
Course description
Course overview
This is an intensive one-week course covering basic key elements of fashion marketing alongside more advanced techniques.
This course is available both on campus or online.
Who this course is for
This course is ideal for anyone who wants to learn how marketing principles work in the context of fashion.
Key information
Topics covered
- Analysing the fashion market and its environments
- Fashion marketing research
- Identifying fashion segments and selecting target markets
- The fashion product
- Distribution
- Pricing garments and fashion services
- Integrated fashion communications
- Consumer behaviour
- Fashion marketing planning and determining the strategy
- Differentiating, positioning and innovation in fashion markets
- The fashion calendar and the role of the buyer
- International dimension of fashion marketing
- Marketing luxury products and other contemporary issues
Learning outcomes
- Developed a good understanding of the marketing principles within the context of the fashion industry
- 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
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.
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.
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.
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.
Book a course
Loading