Course Content
Module 1: Introduction to Fashion Communication
Week 1
0/4
Lesson 1: Introduction to Fashion Communication
03:00
Lesson 2: The Fashion Communication Ecosystem
03:00
Lesson 3: Platforms, Content & Strategy in Fashion Communication
02:00
Module 2: Fashion Marketing Fundamentals
Week 2
0/3
Lesson 1: Introduction to Fashion Marketing
03:00
Lesson 2: Fashion Promotion
03:00
Lesson 3: Online & Offline Marketing Channels in Fashion
03:00
Module 3: Digital & Social Media Communication
Week 3
0/2
Lesson 3.1: Social Media Strategy for Fashion Brands
02:00
Lesson 3.2: Platform Logic – “Same Brand, Different Language”
02:00
Module 4: Branding, PR & Campaigns
Week 4
0/2
Lesson 4.1 – Introduction to PR
03:00
Lesson 4.2 – PR Beyond Brands: People, Platforms & Independent Practice
03:00
Module 5: Practical Fashion Marketing
Week 5
0/1
Lesson 5.1 – How Fashion Marketing Campaigns Actually Work
Module 6: Final Project
Week 6
0/1
Integrated Fashion Campaign & PR Strategy Proposal
02:00
Fashion Communication & Marketing 6-Week Intensive Certificate Program
What Is Fashion Marketing?

Fashion marketing is the business side of fashion. It connects creativity (design, storytelling) with commercial goals (sales, growth, customers).

 

 

Marketing vs Communication

  • Fashion Marketing = strategy, market analysis, product decisions, pricing, distribution

  • Fashion Communication = storytelling, visuals, content, brand messages

Marketing decides what the brand offers. Communication decides how the brand speaks.

 

Popularized by Clay Ostrom at Map & Fire

 

The 4Ps of Fashion Marketing

  • Product – style, quality, collection structure

  • Price – luxury, premium, mass, discount

  • Place – retail, e‑commerce, wholesale, pop‑ups

  • Promotion – campaigns, influencers, events, PR

 

Marketing vs Communication

  • Fashion Marketing is about decisions: What product to make, who it’s for, how much it costs, where it’s sold.

  • Fashion Communication is about expression: How the brand speaks, what visuals it uses, what story it tells.

Fashion marketing is the business engine behind fashion. It makes sure that creativity – design, storytelling, visuals – actually reaches the right people and becomes a successful product.

 

  1. Fashion designers create ideas.
  2. Fashion marketers make sure those ideas reach customers, sell, and grow the brand.
  3. Marketing is where creativity meets business.

 

 

Mini Practical Exercise (Marketing Focus)
“One Message, Three Marketing Decisions”
Task

Choose one fashion brand (luxury, premium, or mass). Identify one core marketing message the brand is built on (e.g., sustainability, craftsmanship, affordability, innovation, inclusivity).

Then explain how this message influences three marketing decisions:

  1. Product

  2. Price

  3. Place (Distribution)

Answer Format (Short & Simple)

1. Product

  • What type of products does the brand create (materials, quality level, design style)?

  • How does the message influence these choices?

2. Price

  • What price level does the brand choose (luxury, premium, mass)?

  • How does the message justify the pricing?

3. Place

  • Where does the brand sell (flagship stores, e‑commerce, wholesale, pop‑ups)?

  • Why is this channel aligned with the message?

Word Count

120–150 words total (about 40–50 words per section)

 

 

 

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