INTERNATIONAL MARKETING

(B - INTERNATIONAL FASHION

MARKETING) 2019-2020

Professor Elena Cedrolaelena.cedrola@unimc.it

http://docenti.unimc.it/docenti/elena-cedrola

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Why this course

Of the many industry sectors, fashion is probably one of themost active in terms of internationalization.

Compared with other industry sectors, it is generally easierfor fashion brands to enter international markets becauselittle financial investment is required, small-scale retailspace is possible, and economies of scale can bemaximized. Moreover, the dynamic global market,widespread supplier networks and supply chains strengthenthe fashion industry's advantage in internationalization.

As a result, there are more successful internationalizationcases in the fashion industry than in any other sector. Thecourse aims to analyze the internationalization of fashionbrands, with a focus on branding, communication andinnovation (product and process).

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Program (1)

Fashion brand internationalization: theories and trends:- Characteristics of the fashion industry and its products- The nature of fashion brand internationalization- Internationalization models- Choice of entry mode- New trends in fashion brand internationalization

Brands as Core Assets: Trends and Challenges of Branding in Fashion Business- Concepts and classification of brand- Fashion brand development and management- Fashion brand communication- Challenges and issues in luxury fashion branding

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Program (2)

Product and Process Innovation in Fashion Industry

- Innovation in materials: the new frontiers of the

textile Sector

- Innovation in style

- Innovation in processes

- Innovation in product development

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Lectures (timetable) recorded and

published in OLAT

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Mon 27 Apr 2020 16:00 - 18:00

Tue 28 Apr 2020 09:00 - 11:00

Tue 28 Apr 2020 16:00 - 18:00

Wed 29 Apr 2020 09:00 - 11:00

Wed 29 Apr 2020 14:00 - 16:00

Thu 30 Apr 2020 14:00 - 16:00

Tue 12 May 2020 16:00 - 18:00

Wed 13 May 2020 09:00 - 11:00

Thu 14 May 2020 09:00 - 11:00

Thu 14 May 2020 14:00 - 16:00

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References• 1. Jin B. - Cedrola E. Fashion Brand

Internationalization Palgrave Macmillan, New York, 2016 »Pagine/Capitoli: Chapters 1,2

• 2. Jin B., Cedrola E. Fashion Branding and Communication Palgrave Macmillan, New York, 2017 »Pagine/Capitoli: Chapter 1

• 3. Jin B., Cedrola E. Product Innovation in the Global Fashion Industry Palgrave Macmillan, New York, 2018 » Pagine/Capitoli: Chapter 1

• 4. Jin B., Cedrola E. Process Innovation in the Fashion Industry Palgrave Macmillan, New York, 2019 »Pagine/Capitoli: Chapters 1, 4

Charts used during the course (published in the unimc platform after each lectures)

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Additional information

• Exam: written (open questions)

• For who attends the course:

– written (open questions) 50% of the grade

– Case study 50% of the grade

• To meet me: write an email and we will

define a skype call. After Covid emergency I

will define a day for meetings in my office in

via Crescimbeni, 14 – 2° floor

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