The ABCs of Fashion Marketing: Business Development

Class 2 Business Development | Build a strong brand foundation, pricing, customer experience, and digital systems.

Business Development focuses on the infrastructure that transforms a fashion label from a creative project into a strategically positioned business.

Designers will examine how their brand identity, offerings, pricing, customer experience, revenue streams, and digital systems work together. The goal is not simply to "sell more," but to understand the business decisions that allow a designer to build a sustainable and recognizable brand.

Participants will identify gaps in their current business model and develop a clearer framework for positioning their brand for growth.

What Participants Can Expect to Learn / Take Away: Participants will learn how to:

• Clarify their brand positioning and value proposition
• Translate creative vision into a clear business proposition
• Identify and communicate what makes their brand distinct
• Evaluate their product/service mix
• Consider pricing in relation to positioning, customer, and value
• Identify potential revenue streams
• Understand the importance of a cohesive customer experience
• Build a basic digital marketing ecosystem
• Understand the role of websites, e-commerce, email marketing, CRM/customer databases, social media, and analytics
• Identify where customers enter and exit their sales journey
• Create systems that reduce reliance on inconsistent social media posting
• Conduct a basic Fashion Business & Marketing Audit

What to Bring:

• Note-taking supplies (laptop, iPad, or pen & paper)

THE DESIGNER’S MARKETING CHECKLIST

Before leaving this workshop, I can clearly identify:

☐ My ideal audience

☐ My brand positioning

☐ My strongest product/service

☐ My unique value proposition

☐ My primary marketing platforms

☐ My four content pillars

☐ My customer journey

☐ My lead-generation system

☐ My conversion strategy

☐ My top three marketing priorities

☐ My next 30-day marketing actions

Class Registration & Cancellation Policy Refunds for the ticket price are available for cancellations made up to 24 hours before the event start time. Please note that Eventbrite’s service fees are non-refundable, so you will receive a partial refund equal to the ticket amount minus those fees.