COURSE:
"ICONIC:
HOW TO CREATE
AN ICONIC BRAND"

5 MODULES
2.5 MONTHS

ONLINE

CONIC: HOW TO CREATE
AN ICONIC BRAND
This course explores the key aspects of creating an iconic brand in the fashion industry—from concept development and strategy to production, marketing, and international expansion. Participants will study current trends, effective business models, and promotional tools to help take their brand to the global market.
YOUR MENTOR
Natalia Harmer
Natalia Chebunina
NATALIA HAS AN IMPRESSIVE 15 YEARS OF EXPERIENCE IN THE FASHION INDUSTRY, INCLUDING TEN YEARS AS A FASHION EDITOR FOR MAJOR INTERNATIONAL PUBLICATIONS SUCH AS MFFASHION, MFLIVING, AND FASHION ILLUSTRATED. SHE ALSO SERVED AS THE EDITOR-IN-CHIEF OF ONE OF ITALY'S MOST INFLUENTIAL FASHION MAGAZINES, PAMBIANCO.

HER EXPERTISE SPANS A WIDE RANGE OF AREAS: FROM BUSINESS-ORIENTED ANALYTICAL MATERIALS FOR SPECIALIZED PUBLICATIONS AND STYLING SHOOTS FOR PRESTIGIOUS ITALIAN BRANDS TO CURATING A LARGE-SCALE EXHIBITION AT TRIENNALE DI MILANO, COLLABORATING WITH DOZENS OF INTERNATIONAL LUXURY BRANDS. IN ADDITION, NATALIA HAS WORKED CLOSELY WITH MERCEDES-BENZ FASHION WEEK RUSSIA AND OTHER INTERNATIONAL FASHION WEEKS. PARTNERING WITH NAIROBI FASHION WEEK, SHE RECENTLY LAUNCHED THE FASHION FRONTIER AFRICA INCUBATOR, WHICH HELPS AFRICAN DESIGNERS DEVELOP EXPERTISE AND SUCCESSFUL STRATEGIES FOR ENTERING THE WESTERN EUROPEAN MARKET.

NOT ONLY DOES NATALIA CONTRIBUTE TO THE INDUSTRY THROUGH PRACTICE, BUT SHE IS ALSO INVOLVED IN EDUCATION. SHE LECTURES AT ONE OF THE WORLD'S MOST PRESTIGIOUS FASHION INSTITUTIONS, ISTITUTO EUROPEO DI DESIGN. HER PORTFOLIO INCLUDES SEVERAL SUCCESSFUL PROJECTS, INCLUDING THE RECENT LAUNCH OF HER OWN E-COMMERCE PLATFORM. AS PART OF MULTIPLE STARTUPS, NATALIA ACTIVELY WORKS IN THE FIELDS OF TECHNOLOGY AND INNOVATION.

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ICONIC: HOW TO CREATE AN ICONIC BRAND
(2.5 MONTHS)
Module 1: Branding fundamentals and the fashion industry


Module 1: Branding fundamentals and the fashion industry


Lecture 1: Introduction to creating an international fashion brand
• The evolution of fashion brands: history and modern trends
• Differences between local and international brands
• Key challenges and opportunities in the global market
Модуль 1: Основы брендинга и модной индустрии

Модуль 1: Основы брендинга и модной индустрии

Lecture 2: Finding a unique idea and brand DNA
• How to find a niche in fashion?
• USP and emotional value of a brand
• Case studies of successful international fashion brands
Модуль 1: Основы брендинга и модной индустрии

Модуль 1: Основы брендинга и модной индустрии

Lecture 3: Target audience and customer avatar
• Defining the target audience
• Psychographics and consumer behavior patterns
• Local vs. global consumers

Workshop: Developing a brand concept
Module 2: Brand strategy and business model

Module 2: Brand strategy and business model

Lecture 4: Business models in the fashion industry
• DTC (direct-to-consumer) vs. pre-order vs. wholesale models
• Fast fashion vs. sustainable fashion
• Financial management and startup budgeting
Модуль 2: Стратегия бренда и бизнес-модель

Модуль 2: Стратегия бренда и бизнес-модель

Lecture 5: Developing a brand strategy
• Brand platform (mission, values, positioning)
• Differentiation in the global market
• Competitive advantage strategy
Модуль 2: Стратегия бренда и бизнес-модель

Модуль 2: Стратегия бренда и бизнес-модель

Lecture 6: Brand visual identity
• Logo and corporate identity
• Visual trends in the fashion industry
• Brand book, mood board, campaign shoot, lookbook

Workshop: Developing brand identity and strategy
Module 3: Product and production

Module 3: Product and production

Lecture 7: Collection development and assortment matrix
• How to create in-demand collections?
• Assortment planning for different markets
• Seasonality and collection structuring
Модуль 3: Продукт и производство

Модуль 3: Продукт и производство

Lecture 8: Materials, production, and sustainability
• Choosing suppliers and factories (Production in Russia, China, Europe, etc.)
• Ethical production and sustainable technologies
• How to control quality?

Workshop: Developing a collection concept and assortment matrix
Module 4: Marketing and digital promotion
Module 4: Marketing and digital promotion
Lecture 10: Brand marketing strategy
• Key strategies and approaches
• Trends in fashion marketing
• Building loyalty and managing reputation
Модуль 4: Маркетинг и digital-продвижение
Модуль 4: Маркетинг и digital-продвижение
Lecture 11: Collaborations and partnerships in fashion
• Collaborations as a promotional tool
• Case studies of successful partnerships (Nike x Off-White, H&M x Balmain)
• How to create a win-win strategy?
Модуль 4: Маркетинг и digital-продвижение
Модуль 4: Маркетинг и digital-продвижение
Lecture 12: PR and media planning
• How to get featured in fashion magazines?
• Organizing fashion events and shows
• Working with fashion journalists
Модуль 4: Маркетинг и digital-продвижение
Модуль 4: Маркетинг и digital-продвижение
Lecture 13: Digital marketing and market entry strategy
• How to launch a fashion brand in the digital space?
• Main digital marketing channels
• Performance analysis and KPIs

Workshop: Fashion show concept and media plan development
Module 5: Sales and Scaling

Module 5: Sales and Scaling

Lecture 14: Offline and E-commerce sales
• Physical retail formats
• Creating an online store
• Sales funnel and conversion
Модуль 5: Продажи и масштабирование
Модуль 5: Продажи и масштабирование
Lecture 15: Visual marketing and in-store experience
• Merchandising
• Staff and additional services
• Digital technologies in retail
Модуль 5: Продажи и масштабирование
Модуль 5: Продажи и масштабирование
Lecture 16: International expansion: entering foreign markets
• Market analysis and localization
• Strategies for entering international markets
• Cultural and legal aspects
Модуль 5: Продажи и масштабирование
Модуль 5: Продажи и масштабирование
Lecture 17: The future of fashion: trends and innovations
• The impact of technology (AI, metaverse, digital fashion)
• The future of the fashion industry and eco-trends
• How to stay relevant in a dynamic industry?

Workshop: Market analysis and sales strategy development
THIS COURSE IS FOR YOU IF:

You want to create a successful fashion brand, build its unique identity and strategy, master modern marketing and sales methods, and understand how to expand to international markets.

COURSE PRICE:

120 000 RUB
150 000 RUB
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