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Fashion System: fashion and costume, evolution and trends; knowledge of the fashion system, the main companies and the Italian and international distribution system.
Fashion Marketing : the role of marketing in business in general and in particular in fashion companies, from strategy to devising the marketing mix.
Retail Marketing: evolution and development of fashion retail. Analysis of self-service sales. Communication and promotion in the sales outlet. Viral, tribal, environmental and guerrilla marketing.
Sociology of Consumption: analysis of the phenomenon of consumption, focus on the characteristics of the postmodern consumer. In-depth analysis of the buying process and criteria.
Communication Models and Techniques: the most effective communication techniques and models in the field of fashion marketing.
Fashion Products: analysis of the offer in relation to the target consumer, buyer needs, buyer behaviour, from studying trends to product development.
Communication Psychology: the relationship with the client, winning attitudes and behaviour. Customer relationship management.
Visual Merchandising: analysis of the four sales in selling: contact, information gathering, convincing and conclusion. Creating and devising the display system and setting in harmony with the sales outlet’s product and business strategy. Store atmosphere, importance of the layout, types of display, the shop window, lighting, choice of colours, message, graphics and window posters.
Case Study and Project Work: Analysis of the various visual merchandising policies of companies in the fashion sector. Practice and final presentation of an innovative project.
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