Fashion is a rare aspect of our lives that is closely linked with other aspects like music, celebrity art, pop culture, current affairs. This course is designed to help examine how brands can emotionally and strategically connect with consumers despite the market challenges. This is because fashion is not just about clothing. It is also about the story behind that brand, the message the designers want to convey through it. Therefore, the course will venture into African content to investigate the local context of each variable.It looks at how tools (old age 4ps) available, can be brought to the fore and incorporated in this era of advancing technology and market dynamism. It also highlights the importance of strategic marketing planning in achieving this goal. The course will involve completing projects which will revolve around everyday life like retail store visits, offline and online window shopping, virtual meeting of designers and others.
By the end of this course students will:
Make a critical examination of factors that could dampen the growth of a brand.
Demonstrate a critical understanding of the intricacies of the human mind and senses and how a brand depends on it for success.
Strategically harness African experiences to enlighten the global market environment.
Readily explore fashion as a professional business not just pleasant indulgence.