FASHION PRODUCT MANAGEMENT. 2nd EDITION Intensive Postgraduate Study Plan

FASHION PRODUCT MANAGEMENT 2nd EDITION Intensive Postgraduate Study Plan

Timetable Credits Language Duration MONDAY TO FRIDAY 30 ENGLISH FROM JANUARY 17TH TO APRIL 26TH 2019 TECHNICAL FILE Monday to Friday from 6.30pm to 10.40pm. Please bear in mind that: Some sessions may take place outside these hours in the case of making up for missed classes or extra activities. The educational planning of all IED Master courses is based on the criteria set by the European Higher Education Area (EHEA). IED Master employs a system of credits that follows the structure of the European Credit Transfer and Accumulation System (ECTS). IED issues its own exclusively private Master s degrees. Courses in English require an intermediate level, corresponding to TOEFL or IELTS 6.5. 02

INTRODUCTION If we want customers to choose our brand, it is essential to satisfy their practical, symbolic and objective needs with attractive, well-differentiated collections. Nonetheless, design is not the essential part of a successful fashion collection, given that from initial idea to retail distribution the process is filled with strategies that will either make the product a success or failure on the market. Factors such as the structure of the product, the size of the range, the style of the collections, the degree of innovation they include, the chosen price, the time management of the process and the final quality of the product are all part of this complex, internal world that characterises the various fashion brands. All the decisions made regarding these factors are the result of a 360-degree brand strategy and an efficient business model. The Postgraduate in Fashion Product Management focuses on providing a strategic view of how fashion products operate, taking into account positioning and brand values. It shows how to optimise collections from initial idea to end consumer in order to differentiate our proposals from those of our competitors by providing an overview of product processes (efficient direction and management), marketing and communication strategies and mechanisms for inspiring and developing trends rooted in creativity and culture. The content of the curriculum aims to develop a balance between the analytical and creative aspects that fashion product professionals need to control, plus an understanding of all the functional areas (retail, visual, art direction, communication) with which they must be linked to in order to integrate the product to be marketed into a 360-degree brand strategy. 03

GENERAL COURSE OBJECTIVES The Postgraduate in Fashion Product Management is designed to teach students how to understand and handle the tools required for implementing a product strategy adapted to the target audience and brand s positioning. It defines an overall plan for handling collections that prioritises the definition of the brand s style in order to build market differentiation. TO WORK WITH BRAND ANALYSIS TOOLS IN ORDER TO BUILD THE BRAND THROUGH THE PRODUCT. TO EMPHASISE THE IMPORTANCE OF COOPERATION BETWEEN THE DESIGN, MARKETING, SA- LES AND PRODUCTION TEAMS IN ORDER TO CARRY OUT THE PREVIOUSLY DEFINED STRATEGY. TO INTRODUCE THE MAIN TYPES OF SUPPLIERS, MATERIALS, OUTSOURCING AND LOGISTICS RELATED TO A FASHION PRODUCT. TO ANALYSE TRENDS AND ART DIRECTION in order to focus on the collections from creative, conceptual and stylistic points of view. TO DEFINE THE STRUCTURE, BREADTH AND DEPTH OF COLLECTIONS by analysing sales, competitors and trends in order to develop a collection with optimal final value, time and costs. TO MAKE AN IN-DEPTH ANALYSIS OF THE PRODUCT RANGE AND ITS POS EFFICIENCY BY MA- KING THE MOST OF THE WORK OF PRODUCT MANAGERS. TO PROVIDE KNOWLEDGE OF CONSUMER ANALYSIS, STUDIES OF COMPETITOR, TEAM MANAGEMENT, SCHEDULING AND PROJECT DEVELOPMENT THAT IS BASED ON DESIGN THINKING METHODOLOGY. TO UNDERSTAND THE LEVEL OF INVOLVEMENT OF EACH OF THE PLAYERS (DESIGN, PRODUCT, MARKETING AND COMMUNICATION) IN THE SUCCESS OF A COLLECTION. 04

IED MASTER BARCELONA METHODOLOGY The IED Master philosophy is built upon design culture, using a methodology based on learning by doing and applying various creative and innovation process methods through projectbased learning. The IED Master training programme is set within a multicultural context and combines theoretical- technical specialisation alongside practical workshops and visits to companies. In other words, theoretical content is combined with practice during the completion of real projects in collaboration with various sector companies. 05

SPECIFIC COURSE METHODOLOGY Content presentation is divided into classes, modules and exercises that mimic the process and management of a professional fashion project. The course is therefore organised into different types of classes: Theoretical classes These provide up-to-date, professional information and the basic knowledge needed to tackle the projects planned for the course. A bibliography and supplementary reading lists are also provided. Experimental classes: case studies A basic part of learning is to carry out an in-depth analysis of the experience of sector companies in a professional setting. It is not so much a question of imitating the strategies of other companies, but of analysing their rationale, applications, repercussions and markets in order to extract the knowledge and analysis needed to permit us to face challenges with security and knowledge. Workshops Some of the subjects that are very practical in nature are taught as workshops in order to practise basic elements such as properly planned teamwork, following a specific briefing for each session. Talks by professionals The course curriculum is complemented by professional talks that bring the students into contact with practitioners from major companies in the sector. These talks will doubtless provide them with a unique opportunity to learn from and make contacts with these people from different areas of fashion. Projects A variety of practical exercises are completed throughout the course to emphasise that the dynamics of the course are to develop a work in progress. These exercises are an important way of making contact with real-life case studies from the professional world. Final project The Postgraduate concludes with a final project carried out in conjunction with a company from the sector, with the aim of helping students learn how to use the knowledge they have learned in a real-life market situation. 06

TARGET AUDIENCE - Fashion designers who wish to acquire knowledge of collection coordination and product management. - Product managers who wish to expand their knowledge of product development. - Marketing professionals who wish to gain an in-depth knowledge of fashion products. - Communication professionals who wish to gain an in-depth knowledge of products and product processes in order to make their campaigns more efficient. - Professionals working in fashion companies who wish to gain an in-depth knowledge of everything relating to products and collections and their integration into other departments. - Human resource personnel who wish to understand how all the departments related with a fashion product operate within an organisation. 07

CAREER OUTLOOK Depending on each student s profile and prior experience, possible career positions on graduation include some of the following functions: - Integrated design and product departments or independent studios - Marketing departments - Product development - Product management department - Branding - Product marketing - Showrooms - Purchasing and supplier management - Quality control - Logistics - Production - Entrepreneur with own business 08

IED Master Barcelona General Skills - Research skills - Teamwork skills - Creative entrepreneurial and leadership skills - Management skills - Communication skills - Ethical, social and sustainable commitment skills Specific Course Skills - Confront real-life situations in the fashion world with consistency, professionalism and creativity. - Develop a strategy for collections that is both market-oriented and creative. SKILLS ACQUIRED - Define the structure, breadth, depth and merchandising plan of collections by analysing their sales and efficiencies, competitors and trends in order to develop a collection with optimal final value, time and costs. - Implement the purchasing, supplier management and product logistics process for a collection. - Understand the team integration methodology as applied to the entire product development process. These are the theoretical and practical skills acquired throughout the course, including the knowledge, skills and attitude required to perform a specific career activity. 09

TEACHING PROGRAMME Cultural Area THE FASHION SYSTEM This subject provides an overall view of the world of fashion by making the product its core focus. CRITICAL HISTORY OF FASHION This subject looks at the role of fashion throughout history from the viewpoint of the evolution of clothing: the change from physical needs to emotional needs and understanding clothes as an element of social differentiation, status and power. Different historical periods will be studied that have influenced how people dress and how these are present in current trends. An analysis is made of different historical periods, the brands that have identified them and how they have developed up to the present day. TREND ANALYSIS By analysing different sources (shows, trendy sites, street style, bloggers, films, art, etc.), fashion trends for different seasons and different brands are forecast in order to develop the students ability to be creative and adapt to markets. ART DIRECTION FOR FASHION CAMPAIGNS An overview of the main present-day and historical references in films, music and contemporary urban movements as catalysts of style and sources of inspiration for the work of designers and product strategies. It involves a workshop that uses a campaign brief in collaboration with a fashion photographer. 010

Strategic Area MARKET, SEGMENTATION AND POSITIONING Tools for understanding consumers and how to use the product to differentiate our brand from competitors. STRATEGIC MARKETING An analysis of various brands and strategies that have made them successes or failures. The keys to building a good brand strategy. PRODUCT STRATEGY Tools for building a product style and collection range that are consistent with brand strategy. EFFICIENCY ANALYSIS Tools for analysing the collection s range and market response. STYLE CODES Exercise in creative product differentiation. BRANDING An analysis of brands from various internal and external viewpoints. BRANDING AND PRODUCT Building a brand through product. LUXURY The luxury market is a source of strategic inspiration for ready-to-wear and retail markets. Students analyse the luxury pyramid, luxury types and how brands vary according to their country of origin. They will learn how to manage democratic luxury and acquire an in-depth understanding of this world as the basis for developing future strategies. Technical Area THE FASHION DESIGNER The role of designers, their purpose and the process from initial idea to retail distribution. FAST FASHION AND TRENDS An analysis of study cases based on trend research as applied to fast fashion PRODUCT PROCESSES From initial idea to shop, a breakdown of the different stages: preparation, creative phase, pre- industrialisation, selection and an analysis of the different roles of the product team. How these roles and processes interconnect in different distribution models and alternating collections, repeats, replacements and capsules. PRODUCT MANAGEMENT An ongoing analysis of the product range at POS and the implementation of retail marketing actions to achieve optimum sales. PURCHASING, LOGISTICS AND SUPPLIERS Purchasing and supplier management to optimise the product for market. Schedules, timetables, integration of specialised chain. MERCHANDISING PLAN From the collection grid to the merchandising plan. PRODUCT ANALYSIS AND GUIDELINES Based on external and internal analysis, developing a quantitative product structure versus a collection briefing. RETAIL PRODUCT Category management, sales planning, shipments and rotation. PRODUCT COMMUNICATION The latest fashion product communication techniques and tools. POS PRODUCT EXPERIENCE The consumer s experience of the product at POS. VISUAL MERCHANDISING Visual merchandising is one of the most essential elements in retail fashion business development. No matter how a product is distributed, the key to a company s success lies in retail performance, which draws its strength from creating a motivational atmosphere and a close-knit, professional team. Students learn practical methods for market, retail and product/ service analysis. INTELLECTUAL PROPERTY & LICENSING An introduction to intellectual property focusing on creative industries. Students obtain a basic knowledge on trademarks, copyright and industrial designs from an international point of view, including the Internet. Project Area PRODUCT MYSTERY SHOPPING A real-life practical exercise analysing shops using an outline and objectives to deduce the product strategy of the selected brand. TREND ANALYSIS Practical exercise in analysing trends for a season. DEFINITION OF STYLE A practical exercise in analysing the style codes of a brand selected by the student. STRATEGIC PRODUCT PROJECT A project in which a case study brings together all the knowledge acquired during the course. The objective is to develop a 360-degree product strategy that is fully in line with brand, communication and distribution strategies. FINAL PROJECT The Postgraduate concludes with a final project carried out in conjunction with a company from the sector, with the aim of helping students learn how to use the knowledge they have learned in a real-life market situation. 011

COORDINATOR An area specialist coordinator is available for advice in each course and is actively engaged in designing its curriculum and content in collaboration with IED Barcelona s teaching department. The coordinator also helps to incorporate sectorspecific teachers and is responsible for maintaining relationships with companies and institutions within the knowledge field of the course. ANNA SABATER CASAS Business Studies (UAB), DAF Marketing (ESADE), Fashion Design (IDEP), Tissue Design (Central Sant Martins School of Art), Relationship Marketing (IESE) and Project Management (IESE). Anna began her career in fashion as a team member of Nicolas Bosch textile design department. Later on, designed textile collections for Michele Solbiati Sasil and Textile Dobert developing special fabrics for Paul Smith, Vivienne Westwood, Nicole Farhi, Giorgio Armani, Yohji Yamamoto, Inditex, Banana Republic, Hugo Boss, Max Mara Group... among others. In 2000 she joined the Antonio Miro team as Collections manager, completing her vision of the product from the idea until garments are at the point of sale, developing innovative methodologies to incorporate the trends to the processes. In April 2005 Anna founded her strategic consultancy Lab specialized in branding and fashion product, It s about product. Currently Anna advises textile and clothing companies in Europe and Latin America in developing its product strategy, methodologies, tools and processes through collection structure, the construction of the product style and the brand definition through product development. Anna also collaborates with various universities and organizations both in Spain and Latin America giving lectures and seminars in creative differentiation in fashion product. www.itsaboutproduct.com 012

TEACHING STAFF The teaching staff comprises sector professionals from various leading fields. TERESA BUHIGAS Degree in Business Administration and an ESADE MBA. Since 1990 she has been involved in strategic marketing consultancy projects in very different sectors for private companies, being fashion design among them. Along her career she has been collaborating in institutional and international projects, among others, with the Barcelona Olympic Games Committee, the World Bank Group, Spanish Government, the Barcelona city hall, FAD (Fostering Arts & Design) and Inexmoda. Teresa has been member of the ESADE Business School Faculty during twelve years in the Marketing Management Department. Teresa joined IED in 2002 focusing with in strategic marketing subjects and Major Project tutorials. Since 2011 she is leading Westminster s Marketing Strategies and Techniques Module at the BAH Westminster s Fashion Marketing and Communication Program offered in Barcelona. TATIANA VALOIRA Her career has been in market consultancy and education. She took part in courses and seminars at ESADE after completing a master in marketing and sales management at the EAE Business School. She worked on various freelance collaborations in 2004. She is currently helping to create TeamUp strategic consulting. TeamUp s core business focuses on fashion and design. JAUME VIDIELLA A fashion and beauty editor with a BA in fashion design. He combines his activities as a fashion and trend editor with styling and window-dressing, as well as teaching topics to do with style and trends. Mr. Vidiella works constantly with big companies such as El Corte Inglés, Armand Basi and Colcci, publications such as b-guided, style web sites such as Centro moda on line, and emerging designers such as El Delgado Buil and artists such as Carles Congost, as well as with institutional projects such as 080 and Modafad. www.jaumev.com EMILIANO ALTAMIRANO A senior menswear designer with 10 years experience in men s clothing. He worked at Antonio Miro from 2004 to 2008, at Desigual from 2009 to 2013 and at Inditex from 2013 to date. YOLANDA CAPDEVILA BA in Economic Sciences from UAB, Company Management at ESADE 2006, Strategic Marketing and CRM at Foment del Treball and Master in Digital Marketing and Strategic Marketing from Inesdi. She worked in various fashion-related positions since 1990: purchasing manager, product, branding and retail manager. Eight years as brand manager at Venca, S.A. In 2001 she joined Sarah Lee Branded Apparel, where she developed the international business leading international marketing, sales and logistics teams for the brand s European rollout. Since 2009 she has worked as a strategic product, marketing and retail consultant for various brands and textile companies. FABRICIO PÉREZ Design by the BCN Fashion Institute, later specialising in Paris. He continued his education with an industrial pattern-making course at American Mitchell, BCN. He is a designer and co-founder of Llamazares y de Delgado, a company with its headquarters in Barcelona that produces two ready-to-wear collections a year for men and women. He is also in charge of the art direction of the company s campaigns, shows and photo sessions. He has worked with IED since 2008 as an instructor in the department of fashion, design, pattern making and art direction and he is currently course leader and coordinator of the Westminster University BA Honours in Fashion Design. www.llamazaresydedelgado.com ANNIE MICHIE British artist, based in Barcelona. She has a Masters in Fine Art from London s prestigious Goldsmiths University. She has exhibited her work continuously in many European countries. She has taught art to Masters level for the Winchester School of Art, the Royal College of Art of London, the Escola Massana of Barcelona and the Syracuse University of NYC. She has written on art history for various magazines and the Insight Guide. She has appeared on national Spanish and Catalan televisions and the BBC as an invited artist. She has recently worked with Barcelona s top hotel W, as personal art historian guide to this city s museums, art & architecture, for the Saudi Arabian Royal Family. www.anniemichie.com BEATRICE VACCARO Specialist in window-dressing and visual merchandising, with several masters in Italy and Spain. She is a freelance window-dresser and visual merchandiser since 2006, she has worked with many types of company, from textiles to fashion and hotels and catering to furniture, for companies such as Nike, Dedon and Grupo Damm. Since 2009 she has been a window-dressing and visual merchandising instructor at various schools in Barcelona. She writes articles for magazines on window dressing and visual merchandising. 013

IED BARCELONA PROFESSIONAL MASTER GLOBAL DESIGN IED COMMUNITY SERVICES STUDENT CENTRE The aim of the IED Barcelona Student Centre is to offer an additional welcome and advice service to students who are in need of this, with specific attention to foreign students. It offers useful and practical information to help in the search for accommodation, provides advice on the procedures related to obtaining a resident s permit, registering in the city and acquiring a health card, as well as generally providing any information about the city and its resources that students may find useful during their stay. JOB PLACEMENT The school provides an exclusive job placement service so that students can start their careers either during or after their course. PERSONAL COACHING A clinical and school psychologist will advise, guide and listen to any students requiring her help. FACILITIES Practical work is essential in IED Barcelona training, so its premises have basically been divided into classrooms, workshops and laboratories adapted to each area. The school s facilities include: 21 classrooms, 5 multimedia labs equipped with PCs and Macs, 3 product, interior and transport design workshops, 5 fashion workshops, 1 printing centre, 1 photo and video studio. PROGRAMMES IED Barcelona students have the added advantage of being able to use the following computer programmes without any additional costs: ADOBE CREATIVE SUITE Students can use the software programmes included in Adobe Creative Suite free of charge during the time that they are enrolled in the school. The software package can be used on the school s computers as well as on students own personal laptops. The following programmes are included in the package: Adobe Photoshop CC, Adobe Illustrator CC, Adobe InDesign CC, etc. AUTODESK World leader in 3D design software for entertainment, manufacturing, engineering, etc. Students can use free of charge programmes such as AutoCAD, Maya or 3ds Max, etc. OFFICE Students can download to their computers the Microsoft Office 365 Education package at no cost. This includes software such as Word, Excel and PowerPoint. EMERALD A global publisher linking research and practice to the benefit of society. Emerald is currently used at the most important universities in the field of management, marketing and communication. All students have free access to more than 290 magazines and 2,000 books WGSN A leading online platform in the world that analyses and forecasts current lifestyle and consumer trends. All IED community members can freely access WGSN from the computers in its Mediateca. GMAIL All IED community members have a Gmail account with unlimited capacity. 014

IED BARCELONA PROFESSIONAL MASTER GLOBAL DESIGN GENERAL ENTRY REQUIREMENTS For information about reductions on the Tuition Fee amount for Anticipated Enrolment please contact the Orientation and Admissions Department. GENERAL ENTRY REQUIREMENTS - Copy of DNI (Spanish students) or passport (foreign students). - Copy of university degree (bachelor s, degree or equivalent). - Letter of motivation in the language of the Master s degree course. - CV in the language of the Master s degree course specifying language and IT skills. - Language certificate: Courses in English require an intermediate level, corresponding to TOEFL or IELTS 6.5. Courses in Spanish require a B2 language level. If a prospective student has neither of these certificates, his or her language skills will be assessed in a face-to-face interview or via a Skype call. - Portfolio for creative Master s degree courses and/or admission exercise if required. FEES Enrolment fee: 2.000 Tuition fee: 4.100 Total: 6.100 For information about reductions on the Tuition Fee amount for Anticipated Enrolment please contact the Orientation and Admissions Department. contact@bcn.ied.es

IED MASTER AÑO ACADÉMICO La oferta formativa de IED Master incluye varias tipologías de cursos para responder a diferentes necesidades formativas: Masters, Postgrados y Cursos de Formación Contínua. Está organizada en trimestres y por cursos que duran 3, 6, 9 y 12 meses. De esta manera los cursos se pueden combinar dentro del mismo año académico o en años académicos distintos según las exigencias de tiempo y especialización. 016

IED BARCELONA PROFESSIONAL MASTER GLOBAL DESIGN IED BARCELONA STUDENTS 69% EUROPE ESPAÑA IED Barcelona is the most international design school in Spain. Since its inauguration in Barcelona in 2002 its classrooms have welcomed students from over 100 different nationalities. Every year over 65% of its students come from different countries such as Colombia, Sweden, Mexico, Iceland or Russia providing a multicultural and cosmopolitan environment. Such a unique opportunity has led students from Spain to work in cities like New York, Paris, Shanghai or Rome and helped alumni from different places of the world to join prestigious national companies. 11% NORTH AND CENTRAL AMERICA 13% SOUTH AMERICA BRASIL 1% AFRICA ITALIA 5% ASIA 1% OCEANIA

BARCELONA Barcelona is a city open to innovation and all cultures, warm, plural, diverse, cutting edge and passionate. A city for living and sharing with a clear vision of the future, that has undergone a major process of change: industrial powerhouse in the 19th century, olympic city in the 20th century and smart city of knowledge in the 21st century. 018

COMPANIES IED Barcelona has special relationships with institutions and small, medium and large companies, which take an active part in projects, workshops, talks and activities, with the aim of providing the students with knowledge, communicating experiences and sharing both creative and theoretical aspects with them. All the final thesis are carried out as part of a collaboration with a company, giving the students training in their future profession and helping them develop relationships in the labour market. 019

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