TOPICS: FASHION BUSINESS, ENTREPRENEURSHIP AND MARKETING in Spring 2022 (CM5091)

The business of fashion is currently under pressure due to our common need of a more sustainable future. Consumers and new fashion entrepreneurs are demanding and representing change. Traditionally, fashion design and business were driven by creative innovation and the aim to give people status, freedom and an instrument to blur social differences. We made it as far as the notion that fast fashion signifies democracy. Fashion is selling a dream, its main tool: promising customers the achievement of an aspirational self. Marketing emphases the unique selling point of a fashion brand, to a unique set of clients in a defined market. The two core questions of fashion business are: Where do we play? And how do we win? Fashion is challenged by the increased focus on global climate regulations, hand in hand with people’s needs and demands for social and cultural engagement and responsibility. Inevitably this will change the fashion industry of tomorrow. This course examines three pillars in fashion of tomorrow: Business model, entrepreneurship and marketing. Exploring the status quo as well as the emerging changes in business models towards a future that demands more trustworthy offers. How do we perceive and position ourselves in the future landscape of fashion? Through a focus on intrapreneurial and entrepreneurial skills and insights we explore our aspirations as fashion professionals, focusing on ourselves as a fashion business unit to become