Building a Global Brand
Participants will be provided with the knowledge and skills needed to build a modern fashion brand, develop a strategy, bring it to the Russian and international markets, and promote and manage their business. This is the ambitious goal set by the organizers of the intensive fashion course ‘Globalization in the Fashion Industry. Local Concepts in Creating a Successful Global Brand’, which will be held as part of the BRICS+ Fashion Summit. Leading experts from numerous countries, including professors and deans from the best universities in BRICS+ countries, will share their knowledge and experience with the project participants.
“In this short and very intensive programme, we tried to collect the most concentrated and useful summary from educational programmes and the research and real experience of universities, designers, creative agencies, consultants, and business owners, and we hope that it will provide beginning designers and developing fashion brands with a fresh look at both the fashion industry as a whole and at your future or your existing brand or production.”
Anna Rykova, curator of the intensive fashion course at the BRICS+ Fashion Summit
Learn from the BestEach local fashion industry has its own strengths. Therefore, the creators of the programme set the goal of introducing participants to best practices, while also providing them with an understanding of the general laws of how the fashion business functions.
From Building a Concept to Selling ProductsThe intensive fashion course ‘Globalization in the Fashion Industry. Local Concepts in Creating a Successful Global Brand’ will take place from 28 November to 2 December at Zaryadye Park in Moscow. Over the course of five days, participants will attend seminars and lectures by teachers from Russia, China, India, Colombia, Brazil, South Africa, as well as the world’s leading fashion schools.
The programme consists of five conceptual blocks. On the first day of the course, participants will learn about global trends in fashion marketing and how they are being adapted to local conditions. How can we identify and create opportunities in the local fashion market? This is one of the main issues that will be discussed on the opening day.
The following blocks are of a more applied nature. On the second day of the course, successful designers will share their experience with participants. The lecture topics include ‘The First Collection: From Research, Trend Analysis, and Mood Board to Design and the First Sample’ and ‘Product Analysis and Testing’.
The third conceptual block focuses on innovative technologies and materials. What opportunities are opening up for designers? How can we choose the most eco-friendly materials? Participants and teachers will look for answers to these questions together. They will also discuss the possibilities of waste-free production. Representatives of successful brands will tell you that this is a real possibility.
Once it has already been decided what to produce and what materials to use for this, the question of brand positioning arises. The overriding theme of the fourth day of the intensive fashion course is market analysis, identifying the target audience, and creating an identity.
Combine Uniqueness and ManufacturabilityThe intensive fashion course will look at all the main stages of building a brand: from an analysis of the market where the product is to be sold to communication with the client. Participants will also have a unique opportunity to learn from the successful experience of companies that operate in significantly different markets.
“I believe that for local brands and independent designers, cooperation with colleagues and, as a consequence, cross marketing is essential. This will attract new clients for all brands that cooperate together.”
Luciana Duarte, lecturer at the Hague University of Applied Sciences and teacher of the intensive fashion course