A Fashion Brand: From Line Creation to Market Placement. A case study

Università Cattolica del Sacro Cuore

Course Description

  • Course Name

    A Fashion Brand: From Line Creation to Market Placement. A case study

  • Host University

    Università Cattolica del Sacro Cuore

  • Location

    Milan, Italy

  • Area of Study

    Business, Fashion Merchandising

  • Language Level

    Taught In English

  • Prerequisites

    Fashion business and fashion marketing, interest in fashion items.

    Hours & Credits

  • ECTS Credits

    6
  • Recommended U.S. Semester Credits
    3
  • Recommended U.S. Quarter Units
    4
  • 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 their
    meanings.
    In this part of the course students have to understand what a brand is and where it has to be placed, using
    marketing tools, merchandising skills and communication awareness.
    The second part is a ?Point in? through communication. We will analyze some different paths like verbal and
    non verbal communication. Through role plays and team works we will go deeper into old and new networks
    for 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 and
    students have to recreate its universe studying new mood boards, concept boards, target and marketing
    plans. 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 will
    have the possibility to apply theories to a practical field and they will be exposed to problem solving
    situations 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.

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.

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.