Introduction to Fashion Brand Marketing and Retailing

Learn the best promotion and distribution strategies in fashion

Marketing is a vital part of the fashion industry. Without an accurate understanding of the target customer, and without designing and producing goods and services that meet their needs, even the best promotional strategies will undoubtedly fail.

On this two-week course from Bloomsbury Academic, you’ll explore the merchandising and promotional strategies used by marketing fashion brands to get products to the right consumers at the right price and in the right place.

Discover the key fashion market centers around the world

To give you the foundations, you’ll start by looking at the different market centres that you might target for fashion across the world as well as market weeks, fashion weeks, and trade shows. You’ll also explore the overall selling function, from internal and external selling to sample lines and orders.

Develop marketing strategies for any fashion brand

Marketing strategies depend on a number of things, including the customer being targeted and the span of reach.

You’ll delve into the marketing strategies and promotional mix used by fashion brands across the globe. Starting with your target customers and marketing span of reach, you’ll move on to the most effective areas of marketing including publicity, social media, and sales promotions.

Explore fashion retailing and distribution strategies

Understanding the decision-making and shopping behavior of customers is vital to the success of fashion brands and heavily informs their distribution strategies and policies.

During the second week of this course, you’ll explore the distribution and retailing side of fashion. You’ll learn about the different types of fashion retailers, from department stores to e-commerce, before delving into the current trends in fashion retailing.

This course is designed for anyone looking to learn more about marketing and distribution within fashion companies.

• Marketing fashion brands
• Course welcome
• Market centers for fashion
• Market weeks, fashion weeks, and trade shows
• The selling function
• Marketing strategies and promotional mix
• Week wrap up
• Fashion distribution and retailing
• Weekly welcome
• Fashion distribution policies and strategies
• Categories of fashion retailers
• Brick-and-mortar, e-commerce, omnichannel, and direct sale retailers
• Trends in fashion retailing
• Course wrap up