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Lecturer(s)
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Petříčková Kristýna, doc. MgA. Ph.D.
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Harantová Lenka, Ing. Ph.D.
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Course content
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Covered topics: Specific forms of fashion marketing History and marketing trends of fashion weeks History and development of fashion magazines Sustainability and its importance in fashion marketing Categories of fashion brands Business models and formats Trends in online shopping
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Learning activities and teaching methods
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Lecturing, Dialogic (Discussion, conversation, brainstorming)
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| prerequisite |
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| Knowledge |
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| Basic orientation in the field of Fashion Design and Fashion Management. |
| Basic orientation in the field of Fashion Design and Fashion Management. |
| learning outcomes |
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| describe the history and trends of fashion weeks |
| The course provides students with complex view of the issues in the field of fashion marketing. |
| The course provides students with complex view of the issues in the field of fashion marketing. |
| describe the history and trends of fashion weeks |
| Analyze business models and formats, exploit trends in online and offline shopping, analyze the specifics of greenmarketing and greenwashing in the fashion industry. |
| Analyze business models and formats, exploit trends in online and offline shopping, analyze the specifics of greenmarketing and greenwashing in the fashion industry. |
| describe the history and development of fashion magazines |
| describe the history and development of fashion magazines |
| explain the categories of fashion brands |
| explain the categories of fashion brands |
| define business models |
| define business models |
| define business formats |
| define business formats |
| Skills |
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| Využívat specifické nástroje fashion marketingu pro vlastní značku či konkrétní módní společnost. |
| Využívat specifické nástroje fashion marketingu pro vlastní značku či konkrétní módní společnost. |
| determine specific fashion marketing tools for your own fashion brand |
| determine specific fashion marketing tools for your own fashion brand |
| determine specific fashion marketing tools for the selected fashion company |
| determine specific fashion marketing tools for the selected fashion company |
| take advantage of trends in online shopping |
| take advantage of trends in online shopping |
| take advantage of trends in offline shopping |
| take advantage of trends in offline shopping |
| explain the difference between greenmarketing and greenwashing in the fashion industry |
| explain the difference between greenmarketing and greenwashing in the fashion industry |
| teaching methods |
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| Knowledge |
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| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Lecturing |
| Lecturing |
| assessment methods |
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| Systematic observation of the student |
| Systematic observation of the student |
| Analysis of educational material |
| Analysis of educational material |
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Recommended literature
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BENDONI, Wendy. Social media for fashion marketing: storytelling in a digital world. London: Bloomsbury, 2017. ISBN 9781474233323.
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HARRIS, Clare. The fundamentals of digital fashion marketing. London: Bloomsbury, 2017. ISBN 9781474220859.
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JIN, Byoungho a Elena CEDROLA, ed. Product innovation in the global fashion industry. New York: Palgrave Macmillan, 2018. ISBN 9781137523488.
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LAPŠANSKÁ, Dana. Kapitoly z módného marketingu a stylingu. Zlín: Univerzita Tomáše Bati, 2014. ISBN 9788074544705.
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WOLFE, Mary Gorgen. Fashion Marketing & Merchandising. Fifth edition. Tinley Park, IL: The Goodheart-Willcox Company, 2019. ISBN 978-1-63563-145-6.
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