2 August 2019
Fashion Merchandising & Brand Management
During this course you will explore fashion merchandising and brand management concepts. Throughout the three-week programme you will learn about key functions of merchandising such as range planning, critical path and fashion merchandise calculations. You will explore the theories and concepts influencing how a brand is perceived by its consumers, from its market positioning to the communication of its brand values.
You will be introduced to the industry structure and take a look at buying and merchandising roles. You will examine the skills required to succeed in the industry and develop awareness of product management, merchandising and sourcing strategies that are aligned to the overall brand strategy.
At the end of week one you will have a sound understanding of the function of fashion merchandising and will be introduced to the critical path, giving you an understanding of the journey from concept to consumer. You will be able to propose a market position for your chosen brand and create a brand strategy to target a new consumer group.
During week two you will gain a thorough understanding of consumer profiling and market analysis. This will lead to trend forecasting of new products and range planning to stay competitive as you investigate emerging ideas. This will validate your product development and business strategies. You will use methods of critique, prediction and research to generate your own ideas and inform trend insight. You will use these trends and develop them for your brand.
By the end of week two you will have a clear understanding of your customer and will be able to propose a trend-driven fashion range for them.
The final week will enable you to utilise fashion merchandising and to learn stock management, sales analysis and range planning. You will build confidence with merchandising skills and understand how to analyse KPIs.
Finally, you will look at how to promote your new range by understanding a brand’s identity and how it is perceived by consumers through to its communication strategies. The course will allow you to consider the development of a fashion range and brand management through its communication and distribution to consumers.
GBP 3500: What's included?
- 12 days of academic teaching and creativity
- Accommodation for the full three weeks
- Airport pick-up and drop-off*
- Two meals a day provided through the University's refectory (Monday - Friday)
- Cultural visits every Wednesday (including entry fees)
- Programme of optional social events during evenings and free weekend time**
- UCA International Summer School t-shirt.
*Only available on advertised dates from/to London Heathrow (LHR) Airport.
** Additional costs may apply to certain optional events.
GBP 3250: Early Bird - if booked before 18th March 2019.