Expand Your Reach and Grow Your Brand by Unlocking the Power of Fashion Marketplaces.

Description:

In this course, you will gain the knowledge to leverage fashion marketplaces effectively and acquire the skills to manage marketplaces as a sales channel for your fashion brand. The course covers the explanation of marketplace business logics, business and logistical models, analysis of the profit and loss of the marketplace channel, the study of KPIs for performance monitoring and marketing for marketplaces.

The course is tailored to the standards and characteristics of the fashion and luxury sector.

Topics Covered in the Course:

1. Operation of Marketplaces and Business Models
– Explanation of key fashion marketplaces, positioning, and advantages.
– Income statement of the Marketplace channel, from net revenue to EBITDA.

2. Technical Integration of Marketplaces and Content Management
– Data and logistical flows.
– Tax and administrative aspects.

3. In-depth Study of leading Fashion and Luxury Marketplaces: Farfetch, Yoox, Breuninger, Zalando, Amazon

4. Marketing and Advertising Activities to Support Marketplace Sales

5. Deep dive into the day-to-day life of a marketplace account manager, the importance of data feed and the tools to use, the role of EDIs (Marketplace Broker) and configuration best practices.

Benefits of being skilled in Marketplaces:

Expand your reach: increase brand visibility and tap into new customer segments
Boost sales: drive sales growth through a wider distribution network
Optimise resources: leverage existing marketplace infrastructure to streamline operations
Data-driven decisions: make informed decisions based on marketplace insights and KPIs
Stay competitive: Gain a competitive edge by mastering the growing marketplace landscape

Learning outcomes:

By taking this course you will:

Master the Marketplace Landscape: Gain a solid understanding of marketplaces and the various business models they employ. Explore the advantages and disadvantages for fashion brands
Navigate Top Marketplaces: Learn about the positioning and key features of leading fashion and luxury marketplaces and how this can fit in with your brand strategy
Optimize Your Performance: Understand KPIs to track your success on marketplaces and analyse a sample marketplace profit and loss (PNL) statement to gain insight into cost structures
Integrate with marketplaces: Explore the technical aspects of connecting your brand using EDIs (Marketplace Broker) to marketplaces and learn the best practices.
Learn the best practices: Develop a clear understanding of the day-to-day of a marketplace manager, understanding the data feed and the best tools and practices to develop the business
Master Marketing and Ads functions: Discover how to leverage the power of platforms like Zalando and Amazon for marketing and advertising. Learn how to plan and implement effective advertising campaigns on Fashion marketplaces.

Format & Methodology:

2 hours of on-demand lessons.

x2 live Virtual Classrooms via ZOOM:

Wednesday May 29th from 5:00 to 7:00 PM CET (Rome time)
Thursday June 6th from 5:00 to 7:00 PM CET (Rome time)

The participation of the live lessons is recommended for ensuring the best learning experience, however the course can be taken fully on-demand as all sessions are recorded and available to rewatch at anytime.

The teaching methodology is based on the work of industry professionals employed in fashion companies, e-tailers, and agencies. The typical structure of the lessons includes:

– Objectives and structure of the marketplace function in fashion companies.
– Results measurement: monitoring results and KPIs.
– Tools: learning the tools and software used by professionals.
– Analysis of best practices and case studies of Fashion & Luxury Brands.
– Processes and guidelines implemented in fashion companies.
– Consolidation: exercises, group work, and/or quizzes.

Instructors:

The faculty comprises some of the most qualified and experienced professionals in digital fashion and luxury.

Andrea Dell’Olio
Digital Marketplace Manager at BOGGI MILANO

“I am a professional who primarily deals with studying, designing, and implementing innovative online sales strategies within companies, launching and expanding businesses through digital and marketplace channels.”

Iacopo Pecchi
Digital Marketplace Expert at Marketplace Generation

Iacopo is the founder of Marketplace Generation, a company that specialises in supporting Fashion Brands to launch and manage their Marketplace channels

Giulia Rosetti
Marketing & Digital Director

Benefits of studying with DFA:

– The course is designed by fashion and luxury professionals to meet the real needs of fashion and luxury companies.
– The course is conducted live via online meetings with the option to view the lesson on demand for 12 months.
– Participants can interact with teachers and our community during and after the course.