Fashion Management Course Overview: fashion business essentials
This module introduces the core concepts of the fashion industry, focusing on company organization, business models, and the impact of digital technologies. It starts from a high level point of view on fashion management to provide the students with a holistic perspective on the way fashion companies compete and succeed in a competitive market.
Drawing from the experiences of Fashion and Luxury managers with experience in global fashion management, this course provides you with the essential knowledge to work in the fashion and luxury industries. You will learn essential notions and terminology that you need to work in this sector whether you work in a fashion brand, a retailer or you provide services to fashion companies.
Whether you are a seasoned professional and you’re looking for new insights or you’re completely new to the fashion industry, this course will allow you to acquire a 360° view of the fashion business, that will help you to generate more value in your activity.
This course will allow you to understand and master the essential processes, timing and key drivers of fashion companies and successful fashion brands.
Fashion Management Course Index
- Fashion & Luxury industries: key segments of the fashion and luxury market and how does the brand differentiate itself;
- Fashion Brand positioning and market segments in which the fashion & luxury brands are positioned;
- Pricing strategies and price positioning for fashion brands
- Fashion companies organization from small brands to corporations
- Traditional and Digital Sales Channels: wholesale, retail and digital sales channels;
- Business Models and Distribution of fashion products & Internationalisation
- Product lifecycle: when and how a fashion product is designed, produced and distributed;
- Merchandising and Product Strategies in Fashion Brands: Collections Structure and Seasons, Commercial Calendar, Merchandising Categories
- KPIs for fashion management: Retail KPIs, Digital KPIs
Fashion Management Course Learning Objectives
After completing this module, participants will be able to:
- Understand the essential organizational structure of a fashion company and who does what within a fashion company. From the design of the collections to the marketing of the fashion products.
- Identify the key departments within a fashion company and their roles.
- Explain the evolution of e-commerce within company structures.
- Understand the Fashion & Luxury market positioning pyramid.
- Identify the different segments within the pyramid (High Fashion, Ready-to-Wear, Luxury Collection, High-End/Premium, Mass Market).
- Explain the relationship between price, quality, and perceived quality.
- Describe how fashion brands companies use price and style to position their brands.
- Analyze the Armani brand’s positioning strategy.
- Understand traditional and digital sales business models (direct sales, licensing).
- Explain the advantages and disadvantages of each sales method.
- Describe hybrid systems like joint ventures and partnerships.
Fashion Management Course Topics:
- Brand Management Market Positioning, Business Models, and Distribution
- The Fashion & Luxury Market Positioning Pyramid: Explanation of the pyramid and its segments.
- Price, Quality, and Perceived Quality: Discussion of the differences and their impact on brand perception.
- Brand Positioning Strategies: How companies use price and style to differentiate their brands.
- Case Study: Armani: Analysis of Armani’s brand portfolio and market positioning.
- Fashion Companies Structure:
- Explanation of the organisation hierarchy: the role of CEO, Executive Board and Departments.
- Key Departments of a Fashion Company: Overview of Design & Production, Sales, Marketing (including e-commerce), and IT.
- Sales channels & Business Models:
- This module explores market positioning within the fashion and luxury industry, different business models, and traditional distribution channels.
- Traditional Sales Management in the Fashion Industry: wholesale and direct to consumer (DTC)
- Direct Sales: Advantages (control, margin) and disadvantages (investment, risk).
- Licensing: Advantages (scalability, lower cost) and disadvantages (less control, data access)
- Hybrid Systems: Overview of concession partnerships and joint ventures
- Business models and sales channels for internationalization and cross border
- Distribution Channels and E-commerce Integration: How e-commerce integrates with traditional retail and wholesale channels, creating omnichannel experiences
- Digital Transformation: the Evolution of E-commerce in fashion brands:
- Phase 1: E-commerce as a spin-off reporting directly to the CEO.
- Phase 2: Creation of a dedicated e-commerce department.
- Phase 3: E-commerce as a component of each department.
- Phase 4: The advanced digital model with a CDO and full digital integration.
- The Role of the CDO: Managing digital activities and coordinating across departments.
- Digital Transformation and Fashion Digital Asset Management: Explanation of digital transformation and the importance of information technology for managing creative assets.
- Integration of IT: The role of IT as an enabler of digital processes and interdepartmental communication.
- Sales Department Integration with Digital: How traditional sales structures (Wholesale, Retail, E-commerce) integrate with digital roles (e.g., marketplace management).
Fashion Management Course Activities:
- Interactive Diagram: A drag-and-drop activity where participants arrange several brands on a positioning map. Feedback will be provided to the students by the teachers.
- Case Study: Analysis of a real-world fashion company’s organizational structure and e-commerce integration.
- Discussion Forum: A forum for participants to discuss their experiences and challenges with their oragnisation.
- Quiz: A short quiz to test understanding of key concepts.
Glossary (Integrated throughout the modules):
- Corporate silos
- Department/Company Function/Organizational Function
- Digital Transformation
- Mood Board
- Article/Product
- Collaborations (Co-branded projects)
- Collection Structure
- Mass Market/Mass Product
- Scalability
- Sell-in
- Sell-out
- Creative / Art Director
Fashion Management Lessons Methodology
The teaching methodology is based on the work of industry professionals who work in fashion companies, e-tailers and agencies. The typical structure of the lessons:
- Objectives of fashion companies;
- Management control: monitoring of results and KPIs;
- Toolbox function: learn about the tools and software used by the professionals;
- Analysis of best practices and case studies of Fashion & Luxury Brands
- Processes and guidelines implemented in fashion companies;
- Consolidation: exercises, reflection activities and/or quizzes
Who’s this fashion management course for.
Fashion Management Course summary. An essential course for working in the contemporary fashion industry. The course is ideal for professional who have recently joined a fashion company who previously worked in other sectors. It’s also ideal for digital marketers from agencies and software providers who need to understand how fashion companies work from within.
- Fashion brands employees who have recently entered the fashion & luxury industry
- Agencies professionals and Providers who want to provide higher value to their clients
- Graduates who are starting a career in fashion industry
Main benefits of the fashion management online course
- Attending this course you’ll acquire the ability to carry out your work consistently with the brand positioning of the brand you work for;
- You’ll be able to interact and engage with your colleagues from differente functions such as wholesale and retail as you will understand their goals;
- You’ll be able to envisage and discuss strategic activities for your brand or company, that are in line with your brand positioning
Other benefits of this fashion management online course
- The course is designed by fashion and luxury professionals to meet the real needs of fashion and luxury companies;
- The course online on-demand meeting with the possibility of viewing the lesson also on demand for 2 months after purchase;
- Participants can interact with teachers and our community during the course and after;
- The course allows you to study flexibly from anywhere from any device;
- You’ll be allowed to join a global community of fashion professionals around the world
Teachers
The faculty is made up of some of the most qualified and experienced professionals in digital fashion and luxury
Enrico Fantaguzzi
Fashion & Luxury E-Commerce Consultant, Co-Founder of DFA
Enrico is an experienced professional in e-commerce and digital marketing for fashion and luxury. He started his career in Tod’s Group in year 2000 where he managed the company websites, digital marketing and online customer service. He worked in London at The Walt Disney Company as project manager for Disney Interactive and than worked for brands such as Gucci, Tod’s, Twinset, Woolrich, 7 For All Mankind and e-tailers such as Yoox.
He is the co-founder of Digital Fashion Academy and EBAS E-business Association.
He is a project management expert with certifications in PMP and Prince 2
Enrico Franco Roselli
Enrico is a highly experienced CEO, formerly CEO of La Martina, the iconic luxury sportswear polo brand.
Expert in brand building, corporate matters, negotiation, luxury goods, legal, digital, wholesale, retail and marketing strategy.
Strong business development professional with a law degree and specializations in intellectual property management and protection, among others. In the twenty years of collaboration with La Martina, the objectives have been to affirm and extend the brand through licensing, retail development and franchising, to open new markets, to introduce and develop corporate ecommerce and digital strategy.
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