Ce cours apparaît dans les formations suivantes :
• IÉSEG > MSc in Fashion Management > Semester 1 > 2,00 ECTS

Pré requis

- Please kindly note the study of the books listed below is mandatory prior the course and their contents nust be considered as prerequisite.
- Knowledge of main contemporary fashion brands thanks to website/social media surfing and continuous fashion magazines reading

Objectifs du cours

Communicate effectively in English
Propose creative solutions within an organization
Compose constructive personal feedback and guidance
Convey powerful messages using contemporary presentation techniques
Fully understand the main aspects of fashion brand management theories
Decipher the identity of a fashion brand throughout a personal and individual analysis of its integrated strategy built around products, services, communications and distribution
Cover some well-known fashion brand case histories.

Contenu du cours

The contemporary convergence among art, design and lifestyle is becoming a new frontier of fashion, often underground and yet to be deciphered, where tomorrow’s trends find fertile ground. To design a strategy and to manage its processes in the field of fashion it means first of all to recognize and interpret the signals – explicit and implicit – coming from the international markets, thus building a clear and convincing output, an individual and collective experience, a bind dialogue between brand and subject. Through the study of the fashion Branding procedures, related to the activity of product design, communication, service and mostly distribution, students will be invited to elaborate a detailed strategy aimed at the empowerment of a brand. The study of numerous successful international case histories will support the students to codify the processes through which a Brand concretely acquires uniqueness and charisma. The course invites all participants to the elaboration of an empowerment strategy at 360° in a specific Fashion context.

Modalités d'enseignement

Organisation du cours

Méthodes pédagogiques

• Case study
• Coaching
• Presentation
• Project work

Évaluation

Mostly based on the final presentation of the group project

Bibliographie

• THE FUNDAMENTALS OF FASHION MANAGEMENT - SUSAN DILLON

  Ava Publishing

• CRUEL BEAUTIES - Tradition, translation and betrayal of the Fashion myth in permanent museum spaces - Alberto Campagnolo

  L'Harmattan

• FASHION BRANDS - BRANDING STYLE FROM ARMANI TO ZARA - MARK TUNGATE

  Kogan Page