Fashion brand promotion - free course from Skillbox, training, Date: November 29, 2023.
Miscellaneous / / December 01, 2023
Marketers who want to work in Fashion
You will understand the specifics of promoting fashion brands. You will be able to realize your potential in a sought-after direction.
For those who want to promote their brand
You will understand how to develop a powerful promotion strategy and attract a loyal audience. You can announce your brand and make money doing what you love.
For those who want to build a fashion business
Make a clear plan for developing a successful fashion business. You can increase sales using your website, marketplaces and social networks.
Introduction to Marketing
You will learn the specifics of marketing in fashion retail and understand what business problems it solves. Learn to formulate a marketing strategy and goals for brand development using the SMART system. You will be able to select promotion tools for different tasks and evaluate the effectiveness of your work.
Market analysis and choice of niche for the brand
Learn to conduct market analysis, identify target audience segments and create a buyer persona. You will be able to analyze competitors and highlight the advantages of your product.
Positioning
Understand how a unique selling proposition affects the success of a brand. Study the universal formulas for developing a USP and typical mistakes when creating it. You will be able to formulate the mission and values of the brand and broadcast them to the audience. Learn how to build a personal brand in the world of Fashion.
Communication strategy
Learn to choose communication channels for different tasks and the tone of voice of the brand. You will be able to develop a communication strategy taking into account the target audience, product features, goals and communication channels. Consider examples of communication ecosystems.
PR
You will understand why a fashion brand needs PR and what it consists of. You will understand how to receive publications in the media, work with influencers and increase brand awareness through events. You can build a personal brand as a designer or company founder.
Visual concept of the brand
Learn how to develop a visual strategy and corporate identity for a brand. You can convey its essence through the logo, colors and typography.
Filming and content creation
Learn to plan a budget and formulate specifications for filming for different tasks and channels. You will learn which specialists need to be involved in creating content and how to work with the film crew on set.
Website and mobile application
You will learn how to draw up technical specifications for website development and make it with the help of contractors. Get acquainted with the website builder for creating an online store. Learn to evaluate the usability and visuals of brand websites. You will figure out how to maintain the site’s operation and to whom to delegate it. You can increase sales in your online store.
Marketplaces
You will understand the features of working with online platforms - Wildberries, Lamoda, OZON, Yandex. Market, "Sbermarket". Learn to promote your products on marketplaces and work with customer reviews.
Strategy and promotion channels
Get to know the promotion channels and choose the ones that suit your brand. Learn to set KPIs and determine performance metrics, budget for marketing and evaluate ROMI. See the connection between marketing and business objectives and the unit economy of the project.
Introduction to SMM
Learn to identify platforms for promotion and plan a budget for the development of social networks. You will understand whether your brand needs TikTok. Get acquainted with bright cases in SMM of different brands. Study the rules for maintaining pages and communities.
Content
You will learn how to build a brand image on social networks through content. Learn to create a rubric and content plan. You will understand how to create texts and visuals for posts.
Working with subscribers
You can engage your subscribers using interactive mechanics. Learn how to communicate with users and moderate comments.
Targeting
Learn to work with targetologists, draw up competent technical specifications for launching advertising and evaluate the effectiveness of campaigns. You will understand what creative should look like and how to evaluate it using a checklist.
E-commerce store on Instagram
You can use Instagram as a sales tool. Set up product display, order processing and service. Learn how to protect your account from fraud.
Loyalty program
Learn to build a customer base and attract buyers using promotions, discounts and loyalty cards. You will understand how to collect feedback and evaluate satisfaction using NPS and CSI metrics.
Working with the client base: e-mail and messenger marketing
You will learn how to work with an established client base through email marketing, CRM and instant messengers.
Bonus: trend watching
Learn to identify and predict trends and use them to develop your brand.
Final project. Development of a fashion brand promotion strategy
You will draw up a detailed brand promotion strategy, present the project and receive feedback from practicing experts.