1. PROF. ELENA CEDROLA – INTERNATIONAL FASHION MARKETING
Professor Elena Cedrola
INTERNATIONAL MARKETING (B - international fashion marketing)
27/08/2019
PROF. ELENA CEDROLA – INTERNATIONAL FASHION MARKETING

2. PROF. ELENA CEDROLA – INTERNATIONAL FASHION MARKETING
Case studies
Armani
Chanel
Ferragamo
Gucci
H&M
Hermès
Louis Vuitton
Prada
Versace
Yves Saint Laurent
Tod’s Group
Only the Brave Group
27/08/2019
PROF. ELENA CEDROLA – INTERNATIONAL FASHION MARKETING

3. PROF. ELENA CEDROLA – INTERNATIONAL FASHION MARKETING
Points
Description of the company
General characteristics of the company (# of stores, # of employees, # of countries entered, sales volume in domestic market and international market, sales growth, financial performance, etc.)
Company History
Brand portfolio including target market, sales volume, etc. per brand
27/08/2019
PROF. ELENA CEDROLA – INTERNATIONAL FASHION MARKETING

4. PROF. ELENA CEDROLA – INTERNATIONAL FASHION MARKETING
Points
Analyze the case by the elements that characterize the brand/company’s success. Examples
Business model
Marketing mix (4P’s)
Best practices and success points
Internationalization strategies
etc.
27/08/2019
PROF. ELENA CEDROLA – INTERNATIONAL FASHION MARKETING

5. PROF. ELENA CEDROLA – INTERNATIONAL FASHION MARKETING
Points
Customers
Market segments
Innovation
products
production processes
business practices
forms of organization
27/08/2019
PROF. ELENA CEDROLA – INTERNATIONAL FASHION MARKETING

6. PROF. ELENA CEDROLA – INTERNATIONAL FASHION MARKETING
Points
Conclusions
Opportunities that the brand/company have for future growth
Challenges that the brand/company encounter for future growth
Suggestion and future direction
27/08/2019
PROF. ELENA CEDROLA – INTERNATIONAL FASHION MARKETING

7. Presentation (evaluation 0-31)
PPT file
All the components of the group must present (share the contents)
Elements evaluated:
Content (24)
General characteristics of the company (2)
Company History (4)
Brand portfolio (4)
Elements that characterize the brand/company’s success. Examples Business model - Marketing mix (4P’s) - Best practices - Internationalization strategies - Success points - Competitive advantage, etc. (6)
Innovation (products - production processes - business practices - forms of organization) (4)
Conclusions: Opportunities that the brand/company have for future growth - Challenges that the brand/company encounter for future growth - Suggestion and future direction (4)
Effectiveness of the ppt (4)
Effectiveness of the oral presentation (3)
27/08/2019
PROF. ELENA CEDROLA – INTERNATIONAL FASHION MARKETING