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This intensive five-day program plunges the students in the world of fashion management. Every morning, international scholars bring an academic overview of their specific management domain and reveal us the latest insights in their research. In the afternoon practitioners tell about their experiences in the appealing world of apparel.
Monday 26 August
The Fashion Industry
For this first session, we will hear a lecture on the key historical and sociological aspects of fashion by an international academic before being introduced to fashion market patterns and the peculiarities of fashion segments. After this lecture, Marie Delbeke from the Flanders the Flanders Fashion Institute will introduce you to the fashion industry within Flanders. We’ll end the first day with a special tour through the fabulous Antwerp fashion district.
Tuesday 27 August
Business modelling in Fashion
Following this introductory day, we will get a deeper analysis of production and distribution processes in a global context. In the morning, a number of lecturers will challenge the participants to reflect on the design of business models where creativity is a key element, which will allow participants to gain a better understanding of strategic issues and business modelling in creative organizations. In the afternoon (subject to change), we will bring pay a visit to a typical Belgian fashion company - Van de Velde, which designs, produces and markets luxurious women’s underwear for brands such as Marie Jo and Prima Donna.
Wednesday 28 August
Fashion & Finance
This module will develop frameworks, concepts and tools for financial decision making. Fashion-specific problems such as investment and pre-financing, and international finance, will also be covered. CultuurInvest, the Flemish Investment Fund for the Creative Industries, will develop financial and risk awareness with the participants. Last year Raf Simons from Cultuurinvest gave this session too. Canadian journalist Jesse Ship wrote an article about his experiences.
Thursday 29 August
Retail & Marketing
This day we will focus on the principles of fashion marketing and retail. British academic Tony Kent from London School of Fashion will discuss how marketing concepts such as segmentation, targeting and the marketing mix relate to the business of fashion. We also focus on flagships and retail buying; in the afternoon, we will be able to discuss this more deeply.
Friday 30 August
Brand Management and communication
The last day of the summer school will cover brand management and communication. Various branding and communication strategies will be discussed, alongside emerging trends such as guerrilla marketing and social media communication. In the afternoon, PR professionals will give talks on their work and a fashion designer will be interviewed.
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