Aimed at candidates who have previous undergraduate study in economics, marketing, fashion design or similar, or proven relevant work experience. The study programme is designed to establish the role of the specialist in managing a store, from the flagship to an individual boutique, through the development of expertise in the areas of retail marketing, human resource management and in fashion category management.
At the end of the course, participants will be able to understand brand values and transfer them to the consumer, making the buying process a unique and unforgettable experience, so that they will gain the customer’s faith and loyalty at the point of sale. The study of the development of human resources, in-store communication and integration of IT in the store are fundamental to understanding the current role of the retail manager and are the future of the profession.
Through the course curriculum participants will develop the necessary knowledge for the economic analysis of a store, ensuring that they can understand the budget and monitor indicators that measure the performance of the store, the sales-by-category indicators of cross-selling, stock rotation and coverage analysis. The course will also allow the participant to understand which strategies to promote and which loyalties to undertake in order to improve customer satisfaction and the shopping experience of the purchaser.
Analysis of communication in the store will also enable participants to understand how traditional strategies can complement those based on technological innovation, in order to develop more interactivity and consumer engagement.
The fashion retail manager is a key figure in the distribution chain and is ultimately responsible for managing the logistics of distributing the product. Fashion retail managers are highly trained professionals in the fashion industry and must be continually alert to trends in collections. They must also have problem-solving skills and negotiation and social skills to the highest level in order to interact constructively with both clients and the human resources department of the store.
The fashion retail manager can work in the flagship store, department stores, showrooms and boutiques, both single-brand and multi-brand. They can manage the development of the retail network of a company or manage its internationalization.
- able to assess the economic data of the store and have strategies to improve its profitability;
- develop innovative retail marketing policies and define effective strategies for customer relationship management, assessing the motivation of consumers, competitors, brand values and cultural influences;
- plan new forms of in-store shopping experience that combine business intelligence applications to the changing social habits of consumption in the luxury and fashion market;
- apply and define all aspects related to retail communication, from multisensory color, light, smell and sound proposals, as well as stand design, to the management of in-store events;
- manage the store personnel with necessary leadership and through the application of motivation and incentive policies useful to this end;
- select and define the indicators that measure the effectiveness by value generated in the store, analysing the seasonal variations and trends in the fashion industry;
- strategically plan the purchases of new fashion collections with buyers being aware of trends and stock policy and logistic processes in/out of the store.
- the business of retail
- fashion marketing management
- retail management
- contemporary issue in fashion
- the power of communication in the POS
- research methods
This school offers programs in: