Marketing in the Fashion Industry

2024/2025

Academic Year

ENG

Instruction in English

3

ECTS credits

Delivered at:

Department of Marketing

Course type:

Elective course

When:

4 year, 2 module

Instructor

Butkovskaya, Vera

Course Syllabus

Abstract

Adopting a case-study approach, the course presents strategic marketing management in luxury and fashion companies as a balancing act: tradition vs. innovation, expertise vs. experimentation, casual vs. stylish, local vs. international; in order to increase the brand value by nurturing the brand heritage and at the same time staying fresh, relevant, and contemporary in the global digital marketplace.

Learning Objectives

• Give an overview of fashion and luxury companies marketing.
• Introduce an understanding of fashion brands, products, price, retail, and communication strategies
• Provide insights about the international fashion industry.
• Review up-to-date practices of the fashion and luxury brands digital communications strategies.
• Underline the segmentation, targeting and positioning criteria in the fashion and luxury industry.

Expected Learning Outcomes

• Understanding of fashion brands, products, price, retail, and communication strategies
• Understanding of the segmentation, targeting and positioning criteria in the fashion and luxury industry.
• Understanding the frameworks of the international market analysis of the fashion industry.
• Understanding the specifics of the fashion and luxury market.
• Understanding the up-to-date practices of the fashion and luxury brands digital communications strategies.

Course Contents

• Give an overview of fashion and luxury companies marketing.
• Provide insights about the international fashion industry.
• International Marketing Strategy in fashion.
• International Marketing Tactics in fashion
• Digital communication strategy in the fashion industry.

Assessment Elements

• Final Exam
  The Final Exam will be online with Proctoring. The video recording requires obligatory revision before publishing the final grades. The use of AI generative text can cause a question suspension. The online test has no option to return to the previous question.
• Case studies Participation
  Each Case study values 15% of the Final Grade. 4 Case studies during the course.
• Case study - Periodic Control
  The periodic control will be online. The online test has no option to return to the previous question.

Interim Assessment

• 2024/2025 2nd module
  0.18 * Case studies Participation + 0.42 * Case study - Periodic Control + 0.4 * Final Exam

Bibliography

Recommended Core Bibliography

• Alpina - 34432 - Дана Томас - Fashionopolis: Цена быстрой моды и будущее одежды (краткое изложение) - 9785961400183ga - getAbstract - 2024 - https://hse.alpinadigital.ru/book/34432
• Fashion entrepreneurship : the creation of the global fashion business, Karra, N., 2022
• Fashion-ритейл : 100 секретных вопросов об управлении, Вешнякова, Ю., 2022
• Томас, Д. Fashionopolis: Цена быстрой моды и будущее одежды : практическое руководство / Д. Томас. - Москва : Альпина нон-фикшн, 2022. - 352 с. - ISBN 978-5-00139-586-7. - Текст : электронный. - URL: https://znanium.com/catalog/product/1904848

Recommended Additional Bibliography

• Spirit of luxury and design : a perspective from contemporary fashion and jewelry, , 2021
• The dynamics of fashion, Stone, E., 2019
• The fashion designer survival guide : start and run your own fashion business, Gehlhar, M., 2021
• Trademarks and fashion : а first survey in different parts of the world, , 2020
• Звездная экономика fashion-индустрии : миллениалы, инфлюэнсеры и пандемия, Томпсон, Д., 2023
• Как создать модный бренд : все нюансы от игроков fashion-индустрии, Мидоус, Т., 2021

Authors

• FILIPSKAYA ELENA VLADIMIROVNA
• Butkovskaia VERA PETROVNA