时尚买手与视觉营销

Fashion Buying & Visual Merchandising

 

研究生阶段

高级在职进修周末班

二十周 (两学期)

 

核心科目

第1学期

  • 时尚产品管理
  • 时尚系统
  • 买手简介
  • 当代时尚

 

第2学期

  • 买手进阶
  • 时尚市场发展
  • 零售行业交流
  • 时尚商务发展

如何买卖时尚之梦
时尚买手与视觉营销课程将指导学员深入了解国内外时尚零售行业,通过分析不同市场级别的消费者行为,对比不同零售的销售系统终端绩效。本研究生阶段的课程将赋予学生辨识销售系统终端价值的必备技能,进而与大众交流,评估不同视觉营销和市场营销战略的合理性和效益。借助购买和营销战略技术方面的先进知识储备,学员将发展盈利性高端系列的关键技能,设立与品牌识别一致的创意趋势,强化零售方面的视觉沟通。时尚买手需具备扎实的服装纺织知识,以及对奢侈品产品丰富的体验和品味。根据客户的需求,时尚买手必须为商品分类制定恰当的计划,辨识供应链的采购机会和管理选择,最终实现跨国企业的商业发展目标。买手可以在时尚领域扮演不同的角色。专业买手需界定全渠道分配、百货商店、连锁商店或独立精品店的采购计划,凭借对行业、生产方法、采购选择、销售技巧的深入了解,学员将具备担任项目经理或产品总监的能力,拥有广泛建立供应商网络、参加贸易展览的能力、以及掌握跨国经营的谈判技巧。时尚买手与视觉营销课程接收本科学习经济、市场营销、时尚设计等相关专业,或具有相关工作经验的申请者。学员将学习专业的采购技巧,重点关注如何满足不同市场级别中的客户需求和欲望,并学习如何实现盈利,辨识线上线下销售系统终端作为沟通媒介的重要性,评估不同视觉营销战略的合理性及效益。

发展机遇
完成本课程后,凭借从课程和商业项目中所学到的极具商业实践价值的研究方法,学员将对发展独有的新资源、采购和盈利战略驾轻就熟。在课程中所学的技能既适用于学员当前职位,也可用于其未来在时尚和创意产业的采购及视觉营销领域的高阶职业发展。

最终成果
完成整个阶段学习的学员将获得马兰戈尼学院毕业证书。

 

Postgraduate Programmes
Postgraduate Course
20 Weekends

Study Units

Block 1
Fashion Product Management
The Fashion System
Introduction to Buying
Contemporary Fashion

Block 2
Advanced Buying
Fashion Marketing Management
Communication in Retail
Fashion Business Development

How to buy and sell the dream of fashion
The Fashion Buying & Visual Merchandising certificate programme develops a thorough understanding of the national and global retail fashion industry, analysing consumer behaviour at different market levels to compare the performance of different retail points of sale. The scope of the postgraduate certificate programme is to grant participants with the necessary abilities to recognize the value of point-of-sales (POS) as a means of communication to the public and to evaluate the appropriateness and the efficacy of different strategies in visual merchandising and marketing. Participants will learn key skills in developing a profitable high-end range thanks to an advanced knowledge and understanding of strategies and techniques in buying and merchandising, setting up creative trends in accordance with brand identity enhancing visual communication at retail level. The fashion buyer needs to have a solid knowledge of clothing and textiles and an enhanced experience and ‘taste’ for luxury goods. Starting from the needs of their own clients they must establish the correct plan to offer the right assortment, identifying the sourcing opportunities and management options of a supply chain in order to reach the business and commercial objectives demanded by international companies. The buyer can have many different roles in the field of fashion. This professional figure will be able to define acquisition plans for omnichannnel distribution, for department stores, chain stores or for single boutiques. Thanks to a deep knowledge of the sector, production methodologies, to acquisition choices and sales techniques, participants may go onto work as a project manager or as production director. A part of these activities will consist of establish a broad network of suppliers, visiting trade shows, while mastering negotiation skills for international operations. This course is aimed at candidates who have previous undergraduate study in economics, marketing, fashion design or similar, or proven relevant work experience. Participants will begin to develop professional buying skills, with a particular focus on how they satisfy the needs and the desires of their clients at different market levels. Moving on through the course they gain an understanding of the delivery of a profitable range and recognise the importance of the Point-of-Sales (POS) on line and off line as a communication medium, evaluating the suitability and effectiveness of different visual merchandising strategies.

Opportunities
After completion of studies, participants may develop their own new sourcing and promotional merchandising strategies by virtue of research methods learnt within the programme and experience gained from business projects. The skills gained can be used either in existing roles, or for a future career in the buying and merchandising arena of fashion and creative industries.

Final Award
Participants will be awarded an Istituto Marangoni Certificate.