Fashion Marketing

Basic knowledge of marketing or completion of an introductory marketing course is recommended.

Fashion is a hard industry to thrive in. It is fast-paced, requires a keen eye for cultural trends, and requires mastery of both supply chain and talent management. But if you can master marketing in fashion, you are well-equipped to do marketing in any fast-moving consumer industry.

The course is primarily designed for those pursuing a career in the fashion industry. We explore both theoretical foundations and empirical insights of fashion marketing, emphasizing its key characteristics and success factors. The main areas of focus include branding, supply chain management, sustainability and the circular economy, retailing, and understanding of business models. As such, the course will also be of high value to aspiring B2C marketing managers working in other consumer-oriented fields.

Students will gain:
1. an understanding of the core business and marketing functions within the fashion industry
2. an ability to plan brand positions, retail strategies, and supply chains in fast-moving business contexts
3. valuable insights into management practices in culturally sensitive business areas
4. new perspectives on the culture and production of fashion
5. an appreciation for sustainability as a strategic business advantage