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14-16 November 2008 (3 DAYS IN BEIJING) |
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Module 3 focuses on how to effectively build the brand and core competitiveness of the firm through the use of a variety of channels of communication and market retail.
Mainly focusing on image and communication strategies, analyzing key factors of fashion and
design images, and studying major fashion communication vectors such as advertising, fashion shows, press relations and visual merchandising.
The module includes an in-depth analysis of retail strategies, identifying the importance of the retail environment and the specificities of fashion and luxury distribution strategies as well as the importance of marketing management in a service-based economy.
Participants look at the main specificities of fashion brands in terms of codification system,
definition of “brand territories” and relationship to customer.
FACULTY,
Bruno REMAURY, Professor of Communication, IFM
LI Fei, Professor of Marketing, Tsinghua SEM
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