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Course Description
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Course Name
A Fashion Brand: From Line Creation to Market Placement. A case study
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Host University
Università Cattolica del Sacro Cuore
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Location
Milan, Italy
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Area of Study
Fashion
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Language Level
Taught In English
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Prerequisites
Fashion business and fashion marketing, interest in fashion items.
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ECTS Credits
6 -
Recommended U.S. Semester Credits3
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Recommended U.S. Quarter Units4
Hours & Credits
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Overview
The first part of the course provides an overview of the fashion business. It starts from iconographic studies,it includes knowing how to read images and it ends with playing with colours and understanding theirmeanings.In this part of the course students have to understand what a brand is and where it has to be placed, usingmarketing tools, merchandising skills and communication awareness.The second part is a ?Point in? through communication. We will analyze some different paths like verbal andnon verbal communication. Through role plays and team works we will go deeper into old and new networksfor example paper and social networks.The last part of the course focuses on the function of products in fashion: we will create a new product andstudents have to recreate its universe studying new mood boards, concept boards, target and marketingplans. All this is fundamental for the fashion business and will create a real awareness of it.A great role is played by practical work and referring to a newly born and established brand, the students willhave the possibility to apply theories to a practical field and they will be exposed to problem solvingsituations related to real cases relating to the fashion world.
Course Disclaimer
Courses and course hours of instruction are subject to change.
Eligibility for courses may be subject to a placement exam and/or pre-requisites.
Some courses may require additional fees.
ECTS (European Credit Transfer and Accumulation System) credits are converted to semester credits/quarter units differently among U.S. universities. Students should confirm the conversion scale used at their home university when determining credit transfer.
Availability of courses is based on enrollment numbers. All students should seek pre-approval for alternate courses in the event of last minute class cancellations
Please note that some courses with locals have recommended prerequisite courses. It is the student's responsibility to consult any recommended prerequisites prior to enrolling in their course.