Introduction to
retailing
Strategic
planning in retailing
Marketing review: segmentation and
positioning, consumers’ buying behavior, marketing research, marketing
strategies
Retail
Institutions by ownership: Classification of fashion retailers, direct
stores, concessions and department stores (European and American department stores cases)
Franchising,
licensing and acquisition strategies: entry strategies in international markets
- Michael Kors acquisition of Versace. Keying group and Brioni acquisition
Uncontrollable
elements in international markets
Tarif and non-tariff barriers
Retail
Institutions by store based strategy mix. Nontraditional retailing
Retail Operations. Trading area analysis, location analysis, store
development
Stores development, store design and store concept
- Abercrombie company case
Visual merchandising techniques
How to manage the supply chain: manufacturers, suppliers, intermediaries
Pricing strategies in retailing
Establishing and maintaining a retail image
Advertising in fashion retailing
Brand identity and luxury goods
Human resources management in retailing. Careers opportunities in fashion,
human resources management
-Mistery shoppers case
How to monitor store performance: monitoring the retail strategy
Technology in retailing
Ethics and law in retailing
Company cases and guest speakers (from remote)