FASHION PRODUCT MANAGEMENT - sc1.emgcdn.netsc1.emgcdn.net/.../file/97501/1718POST_Fashion_product_managem… · 02 03 IED BARCELONA | INTENSIVE POSTGRADUATE FASHION PRODUCT MANAGEMENT|

1 s t E D I T I O NIntensive PostgraduateStudy Plan

FA S H I O N P R O D U C T M A N AG E M E N T

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IED BARCELONA | INTENSIVE POSTGRADUATE | FASHION PRODUCT MANAGEMENT

Monday to Thursday from 6.30pm to 10.40pm and Friday from 4.40pm to 10.40pm.

Please bear in mind that:

Some sessions may take pla-ce outside these hours in the case of making up for missed classes or extra activities.

Timetable

MONDAY TO FRIDAY

Credits

30

The educational planning of all IED Master courses is based on the criteria set by the EuropeanHigher Education Area (EHEA). IED Master employs a system of credits that follows the structure of the European Credit Transfer and Accumula-tion System (ECTS).

IED issues its own exclusively private Master’s degrees.

Idioma

ENGLISH

Courses in English require an intermediate level, correspon-ding to TOEFL or IELTS 6.5.

TECHNICAL FILE

Duration

FROM JANUARY 25TH TO APRIL 20TH 2018

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Factors such as the structure of the product, the size of the range, the style of the collec-tions, 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 Mana-gement 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), marke-ting and communication strategies and me-chanisms 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 direc-tion, communication) with which they must be linked to in order to integrate the product to be marketed into a 360-degree brand strategy.

INTRODUCTIONIf 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.

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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, com-

petitors 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.

GENERAL COURSE OBJECTIVESThe 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.

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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 project-based 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.

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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:

SPECIFIC COURSE METHODOLOGY

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 stra-tegies of other companies, but of analysing their ratio-nale, applications, repercus-sions and markets in order to extract the knowledge and analysis needed to permit us to face challenges with secu-rity 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 tea-mwork, following a specific briefing for each session.

Talks by professionals

The course curriculum is complemented by profes-sional 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 exerci-ses 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 com-pany from the sector, with the aim of helping students learn how to use the knowledge they have learned in a real-li-fe market situation.

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- 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.

TARGET AUDIENCE

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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

CAREER OUTLOOK

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SKILLS ACQUIREDThese are the theoretical and practical skills acquired throughout the course, including the knowledge, skills and attitude required to perform a specific career activity.

- Research skills

- Teamwork skills

- Creative entrepreneurial and leadership skills

- Management skills

- Communication skills

- Ethical, social and sustainable commitment skills

IED Master Barcelona General Skills

Specific Course Skills

- Confront real-life situations in the fashion world with consis-tency, professionalism and creativity.

- Develop a strategy for collections that is both market-oriented and creative.

- 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.

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TEACHING PROGRAMME

Cultural Area

THE FASHION SYSTEMThis 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 ANALYSISBy 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.

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Strategic Area

MARKET, SEGMENTATION AND POSITIONING

Tools for understanding consumers and how to use the product to differentiate our brand from competitors.

STRATEGIC MARKETINGAn analysis of various brands and strategies that have made them successes or failures. The keys to building a good brand strategy.

PRODUCT STRATEGYTools for building a product style and collection range that are consistent with brand strategy.

EFFICIENCY ANALYSISTools for analysing the collection’s range and market response.

STYLE CODESExercise in creative product differentiation.

BRANDINGAn analysis of brands from various internal and external viewpoints.

BRANDING AND PRODUCTBuilding a brand through product.

LUXURYThe 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 DESIGNERThe role of designers, their purpose and the process from initial idea to retail distribution.

FAST FASHION AND TRENDSAn analysis of study cases based on trend research as applied to fast fashion

PRODUCT PROCESSESFrom 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 MANAGEMENTAn 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 PLANFrom 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 PRODUCTCategory management, sales planning, shipments and rotation.

PRODUCT COMMUNICATIONThe latest fashion product communication techniques and tools.

POS PRODUCT EXPERIENCEThe consumer’s experience of the product at POS.

VISUAL MERCHANDISINGVisual 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 ANALYSISPractical exercise in analysing trends for a season.

DEFINITION OF STYLEA 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 PROJECTThe 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.

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Business Studies (UAB), DAF Marketing (ESADE), Fashion De-sign (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 spe-cialized in branding and fashion product, It’s about product.Currently Anna advises textile and clothing companies in Eu-rope and Latin America in developing its product strategy, me-thodologies, 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 differentia-tion in fashion product.www.Itsaboutproduct.com

ANNA

SABATER CASAS

COORDINATORAn 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 sector-specific teachers and is responsible for maintaining relationships with companies and institutions within the knowledge field of the course.

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TEACHING STAFFThe teaching staff comprises sector professionals from various leading fields.

TERESA BUHIGAS

Degree in Business Adminis-tration and an ESADE MBA. Since 1990 she has been in-volved in strategic marketing consultancy projects in very different sectors for private companies, being fashion design among them. Along her career she has been col-laborating in institutional and international projects, among others, with the Barcelona Olympic Games Committee, the World Bank Group, Span-ish Government, the Barce-lona 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 stra-tegic marketing subjects and Major Project tutorials. Since 2011 she is leading Westmin-ster’s Marketing Strategies and Techniques Module at the BAH Westminster’s Fashion Marketing and Communi-cation 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 com-pleting 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 consul-ting”. 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 edi-tor with styling and win-dow-dressing, as well as tea-ching topics to do with style and trends. Mr. Vidiella works constantly with big compa-nies such as El Corte Inglés, Armand Basi and Colcci, pu-blications 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 ins-titutional 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 Des-igual from 2009 to 2013 and at Inditex from 2013 to date.

YOLANDA CAPDEVILA

BA in Economic Sciences from UAB, Company Ma-nagement 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 ma-nager, 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 interna-tional 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 head-quarters 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, de-sign, pattern making and art direction and he is currently course leader and coordinator of the Westminster Univer-sity BA Honours in Fashion Design.www.llamazaresydedelgado.com

ANNIE MICHIE

British artist, based in Bar-celona. She has a Masters in Fine Art from London’s prestigious Goldsmiths Uni-versity. 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 Mas-sana 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 cate-ring to furniture, for compa-nies such as Nike, Dedon and Grupo Damm. Since 2009 she has been a window-dressing and visual merchandising ins-tructor at various schools in Barcelona. She writes articles for magazines on window dressing and visual merchan-dising .

IED BARCELONA | PROFESSIONAL MASTER | GLOBAL DESIGN

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IED COMMUNITY SERVICESSTUDENT 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 stu-

dents 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 basi-

cally 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 fas-

hion workshops, 1 printing centre, 1 photo and video studio.

PROGRAMMESIED Barcelona students have the added advantage of being able

to use the following computer programmes without any additio-

nal costs:

ADOBE CREATIVE SUITEStudents can use the software programmes included in Ado-

be 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.

AUTODESKWorld leader in 3D design software for entertainment, manu-

facturing, engineering, etc. Students can use free of charge

programmes such as AutoCAD, Maya or 3ds Max, etc.

OFFICEStudents can download to their computers the Microsoft Office

365 Education package at no cost. This includes software such as

Word, Excel and PowerPoint.

EMERALDA global publisher linking research and practice to the benefit of

society. Emerald is currently used at the most important universi-

ties in the field of management, marketing and communication.

All students have free access to more than 290 magazines and

2,000 books

WGSNA leading online platform in the world that analyses and fore-

casts current lifestyle and consumer trends. All IED community

members can freely access WGSN from the computers in its

Mediateca.

GMAILAll IED community members have a Gmail account with unlimi-

ted capacity.


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GENERAL ENTRY REQUIREMENTS

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: 3.900€Total: 5.900€

For information about reductions on the Tuition Fee amount for Anticipated Enrolment please contact the Orientation and Admissions [email protected]

For information about reductions on the Tuition Fee amount for Anticipated Enrolment please contact the Orientation and Admissions Department.


PROGRAMASDE FORMACIÓN

CONTINUAPROGRAMES DE

FORMACIÓ CONTÍNUA

CONTINUING

STUDY PROGRAMS

POSTGRADOSPOSTGRAUS

POSTGRADUATES

MASTERS CURSOS DE VERANO

CURSOS D’ESTIU

SUMMER COURSES

3/6 MESES3/6 MESOS / 3/6 MONTHS

3 MESES3/6 MESOS / 3/6 MONTHS

7 MESES / 1 AÑO7 MESOS / 1 ANY

/ 7 MONTHS / 1 YEAR

2/3/4 SEMANAS2/3/4 SETMANES / 2/3/4 WEEKS

FORMACIÓN AVANZADAFORMACIÓ AVANÇADA

ADVANCED TRAINING

IED Barcelona offers Official Undergraduate Degrees in Fashion, Graphic, Product and Interior Design.It also teaches Bachelors of Arts (Honours) validated by the University of Westminster and IED Diplomas in Fashion, Management for Creative Industries and Visual Communication. In addition itoffers Master and Postgraduate courses, Continuing Study Programs and Summer Courses.

CHOOSE THE RIGHT COURSE


IED BARCELONASTUDENTS

13%SOUTH AMERICA

69% EUROPE

1%AFRICA

5%ASIA

1%OCEANIA

ESPAÑA

ITALIA

11%NORTH AND CENTRAL

AMERICA

IED Barcelona is the most international design school in Spain. Since its inaugurationin Barcelona in 2002 its classrooms have welcomed students from over 100different nationalities. Every year over 65% of its students come from different countriessuch as Colombia, Sweden, Mexico, Iceland or Russia providing a multiculturaland cosmopolitan environment. Such aunique 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 joinprestigious national companies.

BRASIL

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Barcelona is a city open to innovationand 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 the19th century, olympic city in the 20th century and smart city of knowledge in the 21st century.

BARCELONA

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COMPANIES IED Barcelona has special relationships with institutions and small, medium and large com-panies, 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.

C/ Biada, 11 · 08012 - BarcelonaT. + 34 93 238 58 [email protected]

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FASHION PRODUCT MANAGEMENT - sc1.emgcdn.netsc1.emgcdn.net/.../file/97501/1718POST_Fashion_product_managem… · 02 03 IED BARCELONA | INTENSIVE POSTGRADUATE FASHION PRODUCT MANAGEMENT|