Forecasting, marketing & buying
Have you ever wondered who spots fashion trends before they are released in the press and in forecasting materials? Who decides what we are wearing next season and how do the products arrive in stores? Why are some retailers successful and others are not?
A multi-faceted, exciting course from which you will gain both proficiency and understanding in forecasting, marketing and fashion buying.
Within this course you will have the opportunity to study the marketing environment, apply research to inform future probable consumer needs and trends analysis, and will gain an understanding of fashion buying motives.
FASHION BRANDING AND MARKETING – Fashion brands, gathering of fashion market intelligence.
This subject provides participants with an understanding of the essential elements of fashion branding and marketing and its role within the fashion industry. It includes learning the skills involved in developing a promotional campaign. The fast-changing nature of fashion in all its forms is examined in the wider context of the creative industries and the way in which these combine. Outside influences which affect the discipline are also investigated. Key to the individual learner’s development is gaining an understanding of the professional organisations that make up the fashion promotion industry.
You will examine the methods, both new and conventional, that businesses use to reach their customers. Furthermore you will gain a broad understanding of market research, and start to acquire a range of tools you can use to analyse and evaluate consumer behavior.
FASHION BUYING – understand the whole journey from concept to consumer
This subject will introduce participants to their roles and what to expect if you plan to start your career with an established retailer, or if you have recently started in a buying or merchandising role and want to understand ‘best practice’. With the emphasis on larger retailers this course will help you understand what it takes to succeed as a buyer or merchandiser, and the many exciting and challenging aspects of the roles. You will start to build a comprehensive reference file on buying and merchandising.
FASHION FORECASTING –Market research, trend prediction and fashion forecasting
Fashion trend-watching exposes participants to the process of forecasting by examining the techniques used by professionals to determine up-and-coming trends. Together with the other participants you will produce a forecasting project focused on a season not yet in print. You will learn how to appreciate the importance of market intelligence – trade fairs, magazines, trend agencies, observe social and cultural influences and develop your fashion ‘instinct’ and ‘intuition’.
The following topics are covered:
- Understanding consumers
- Consumer profile
- Trend prediction
- Buying and target markets
- Promotion campaigns
- Sales promotion
- Fashion PR
- Fashion marketing & promotion trends
- Fashion marketing frameworks for research & analysis
- Fashion market level research
The international team of (guest) lecturers are all experts in their respective field. They are from a diverse range of backgrounds in the fashion industry. Lively and entertaining speakers with a passion and infectious enthusiasm for fashion. All our lecturers endeavour to take a relaxed approach to the content, mixing lectures and on-site talks with more informal conversations while enjoying a snack and a drink.
Who should attend?
This short course is intended to develop participants with the knowledge and skills to work on the business side of fashion in areas that include merchandising, buying, sales, production, communications, sourcing and range planning. There are no formal entry requirements and no age limits.
Duration evening course
3 hours per week 6. p.m. to 9. p.m
8 consecutive weeks
Class-hours: 24 hours
Non-class hours: 16 hours
February 2018 intake:
Dates: 6 February till 27 March 2018 – Tuesday evening from 6. p.m. – 9 p.m
Beginner – Intermediate
Course taught in English
The Amsterdam Fashion Academy offers approved programs. Participants who pass the course will receive an Academy certificate of completion.
Registration: open for registration now
Don’t hesitate if you would like to receive more information. Call us on +31 (0)20-4896692 or e-mail and speak to us about your education and training needs. We’re here to answer any questions you might have. If you want to register, please fill out the form and send it back to us by email