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Brands, Communication & Digital

Discover how to build a brand identity, how to translate it into the consumer experience and how to communicate it.

Brands, Communication & Digital
  • Duration

    3 weeks
  • Weekly study

    11 hours

This course is part of the Fashion Business microcredential from IFM.

What topics will you cover?

On this microcredential you will:

Build the key skills required to succeed in fashion management

Globally, the worldwide fashion market in 2020 is valued at 300 billion dollars.

Using case studies from major fashion brands like Gucci or Celine , you’ll develop your professional understanding of the key business components of the global fashion industry, from building a collection and fashion brand to fashion entrepreneurship.

Discover fashion brand business models and analyse consumer behaviour in fashion

To fully understand the inner workings of the modern fashion business, you’ll examine the fashion market from three key perspectives: fashion from a historical and anthropological standpoint, established and emerging fashion business models, and the fashion business from a consumer behaviour perspective.

This holistic approach will enhance your understanding of the current fashion market from both a business and consumer perspective.

Build professional skills in fashion marketing and branding

When it comes to building a fashion brand, fashion professionals require business acumen in marketing, manufacturing, communication and digital.

This microcredential will teach you how to build a brand identity that translates seamlessly to your consumer experience. You’ll also master how to market a fashion brand and communicate it using digital and social media marketing.

Tackle fashion product development and sustainability in fashion

Alongside fashion branding you’ll get to grips with fashion product development as you learn the ins and outs of planning, developing, and presenting a collection or fashion product.

The final weeks of the microcredential will be dedicated to fashion’s future: fashion entrepreneurship and sustainable fashion. You’ll consider the logistics of creating a sustainable fashion business and examine how to be entrepreneurial in fashion now and in the future.

Learn with fashion training experts at Institut Français de la Mode (IFM)

With a deep understanding of the fashion industry and business, IFM has offered graduate programmes in fashion management and fashion design for over thirty years.

You’ll learn with lead course educator, Prof Monica Benzi, who heads IFM’s MSc Fashion and Luxury Management degree programme.

Monica Benzi holds extensive professional and teaching experience in fashion retail and cosmetics, luxury brand management, and fashion marketing. The wider school faculty – featured throughout the course – is made up of specialists in economics, design history, marketing and more, offering you a holistic take on fashion business today.

Learning on this course

You can take this self-guided course and learn at your own pace. On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.

Who is the course for?

This course is part of the Fashion Business microcredential from IFM. This microcredential would appeal to you if you have a a passion for fashion business and a desire to grow and specialise your business skills as a fashion professional.

Who will you learn with?

I lead the Mastère Spécialisé Management Mode & Luxe at Institut Français de la Mode in Paris. I am an Economist and professor specialized in business models, strategy and entrepreneurship

Who developed the course?

Institut Français de la Mode (IFM)

IFM (Institut Français de la Mode) is a higher education institution specialising in the textile, fashion, luxury and design industries, based in Paris, France.

Learning on FutureLearn

Your learning, your rules

  • Courses are split into weeks, activities, and steps, but you can complete them as quickly or slowly as you like
  • Learn through a mix of bite-sized videos, long- and short-form articles, audio, and practical activities
  • Stay motivated by using the Progress page to keep track of your step completion and assessment scores

Join a global classroom

  • Experience the power of social learning, and get inspired by an international network of learners
  • Share ideas with your peers and course educators on every step of the course
  • Join the conversation by reading, @ing, liking, bookmarking, and replying to comments from others

Map your progress

  • As you work through the course, use notifications and the Progress page to guide your learning
  • Whenever you’re ready, mark each step as complete, you’re in control

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