Bachelor
2024/2025
Marketing in the Fashion Industry
Type:
Elective course (Marketing and Market Analytics)
Area of studies:
Management
Delivered by:
Department of Marketing
Where:
Graduate School of Business
When:
4 year, 2 module
Mode of studies:
offline
Open to:
students of all HSE University campuses
Instructors:
Vera Butkovskaya
Language:
English
ECTS credits:
3
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 ExamThe 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 ParticipationEach Case study values 15% of the Final Grade. 4 Case studies during the course.
- Case study - Periodic ControlThe periodic control will be online. The online test has no option to return to the previous question.
Interim Assessment
- 2024/2025 2nd module0.18 * 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