Focus Structure Outcomes Faculty Requirements
Focus
Over 16 immersive hours, participants will explore the dynamics of digital fashion commerce, learning how to build, manage, and scale e-commerce ecosystems that connect brand identity with performance and customer experience.
Through practical insights, real-world case studies, and strategic frameworks, the course provides the tools to navigate the evolving digital retail landscape, integrating content, technology, and omnichannel strategies.
Course Structure
The course is structured into key thematic modules:
The Digital Fashion E-Commerce Ecosystem
Build a foundational understanding of how e-commerce operates within the fashion industry
- What is fashion e-commerce: platforms, models, and value creation
- The anatomy of an e-commerce website: structure, UX, and user journey
- Digital business models and revenue streams
- The role of technology in shaping online retail
Digital Branding, Content & Engagement
Learn how to create meaningful connections through content and storytelling
- Brand identity in the digital environment
- Visual direction and editorial storytelling
- Content strategies to drive traffic and engagement
- E-commerce as a curated brand space (imagery, tone of voice, narrative)
Omnichannel Experience & Clienteling
Understand how to connect physical and digital touchpoints
- Omnichannel retail strategies
- Integration between online and offline experiences
- Clienteling and personalized customer relationships
- Human-centered retail and service design
Performance, Data & Personalization
Explore how data drives decision-making and growth
- Performance marketing fundamentals
- Analytics and customer behavior tracking
- Conversion optimization strategies
AI-driven recommendations and personalization
Outcomes
By the end of the course, participants will be able to:
- understand the structure of fashion e-commerce ecosystems
- design engaging and effective digital customer experiences
- develop branding and content strategies for online platforms
- drive traffic and engagement through communication strategies
- apply omnichannel and clienteling approaches
- analyze customer behavior and digital performance
- implement personalization strategies
- make data-driven and strategic decisions
Faculty
Francesca Berretti
Expert in marketing, communication, CRM, and luxury brand management, with professional experience at Gucci and LuisaViaRoma. Her work focuses on omnichannel strategy and customer engagement, with a strong emphasis on designing seamless and high-value customer experiences in the luxury sector.
Requirements
- Curriculum Vitae (CV)
- Upper secondary school leaver’s certificate or equivalent