【Course Introduction】

The SIFEC Fashion Brand Marketing Program covers three core subjects taught at top global business and design schools: Marketing, Brand Management, and Business Innovation. The program guides participants in learning key models and creating their own business model, brand system, and annual plans for product development, marketing communication, and retail strategy.

【Target Students】

Brand founders, business executives, marketing professionals, designers, manufacturers, retailers, university students, etc.

【Course Content】

Day 1: Brand System

A brand is a living system. How do you transform a concept into a business model? How do you choose core products/services and create a brand from scratch? On the first day, participants will learn about business models, brand systems, and the processes of brand creation and management.

Day 2: Brand Identity I

The second day focuses on managing brand heritage and product. Learn how to name a brand, tell its story, build style identity, read trends, and design seasonal collections.

Day 3: Brand Identity II

The third day centers on communication and retail management. Understand how to build communication and retail identities, set communication goals, define target audiences, craft content, select media, map consumer journeys, and create omnichannel retail strategies.

Day 4: Brand Asset Management

The fourth day covers how to use digital tools to monitor public opinion, evaluate brand equity, and leverage brand assets to explore new business opportunities.

【Faculty Team】

Yi

Founder & CEO

MIMU Brand Management Agency (Sustainability Business)

Milan Expo Brand Consulting Co., Ltd. (International Business)

1.Business Strategist

2008: Founded British streetwear brand UF

2013: Founded FASHIONBI Asia Office (Italian digital marketing agency)

2014: Founded Milan Expo Brand Consulting Co., Ltd.

2019: Founded MIMU Brand Management Agency

2.Brand Marketing Strategy Consultant

3.Brands served include: Gucci, Moncler, Shanghai Tang, Alberto Guardiani, Furla, Benetton Group, Mango, Ecco, Ray-Ban, Abercrombie & Fitch, Tendence, Angry Birds, among others.

4.Postgraduate and Undergraduate Lecturer (Bilingual: Chinese & English)

SKEMA Business School, France (Top 11 globally in Marketing, QS):

Master's | Design Thinking

Bachelor's | Marketing

Istituto Marangoni, Italy (Top 3 global design schools):

Master’s | Fashion System, Marketing & Communication, Product Management, Pricing, Fashion Advertising, Omnichannel Retail

Bachelor’s | Fashion System, Fashion Marketing, Marketing, Fashion Sociology, Brand Analysis, Digital Marketing, Fashion Brand, Creative Research, Luxury Business Models, Business Planning

Corporate Training | Fashion Fundamentals

Shanghai International Fashion Education Center (SIFEC):

Corporate Training | Omnichannel Retail

Vocational Training | Marketing, Brand Marketing, Fashion System

Shanghai Open University:

Bachelor’s | Neuromarketing, Customer Journey, Brand Introduction, Brand Revitalization

【Tuition Fees】

¥8800

【Course Duration】

4 Days