Certificate in Digital Retailing in the Fashion Industry
Gain an understanding of how fashion brands and retailers can build competitive advantage and strengthen their business for a digital-centered next normal.
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The current crisis has elevated digital channels as a must-have for fashion retail players. Delivering an excellent online customer experience is crucial, but it’s no longer enough. To see increases in customer lifetime value across high-priority customer segments, brands must offer a seamless and highly personalized customer journey. Join our NYC based instructor, Claira Zambon Versland, in a pragmatic approach that starts with an analysis of the current global fashion retail landscape. Get an in-depth look at fashion buying behavior, understanding the consumer, and the drivers of value creation. Be introduced to the digital arena – website, social and mobile commerce – and learn how to smooth the path for consumers to maneuver and engage with fashion brands across different platforms. Gain an understanding of how fashion brands and retailers can build competitive advantage and strengthen their business for a digital-centered next normal.
• Fashion Retail – What has Changed? • The State of Fashion Online Retail • The State of Fashion Brick n’ Mortar Stores
• The New Fashion Customer Journey
• E-Commerce - Be where your costumers are: Fashion website challenges and best practices. • Social Commerce – Inspiring, practical and effective, all that fashion customers have asked for! • Mobile Commerce – Fashion on-the-go is not the future; it’s now! • Future of the fashion retail industry – What’s next? • Final Project - Led by your creativity, apply what you have learned in a hands-on final project.
Claira Zambon Versland is an NYC based Global Fashion Executive Consultant, speaker, and professor. Over the last 25 years, she has built a career of continuous success in the fashion retail industry with a proven track record of strategic leadership in some of the largest fashion retailers in the Americas.
In addition to her corporate experience, over the last six years as a senior fashion retail consultant and advisor, she has been working with global fashion brands to understand their consumers' behavior, develop strategic plans in brand positioning, and create marketing effectiveness benchmarks.
Claira has a keen understanding of the global landscape, acquired through years of market research on five continents. Her areas of expertise include Strategic Marketing, Brand Strategy, Consumer Behavior, Business Strategy, Merchandising, Global Sourcing, Private Label, Product Development, Digital Commerce, Vertical Retailing, Omni-Channel Retailing, and Competition Analysis. She speaks fluent English, Portuguese and Spanish, and conversational Italian.
As Adjunct Professor, Claira currently teaches at three universities in NYC - Fashion Institute of Technology (FIT-NYC), LIM College, and Fordham University. She holds a BA degree in Business Administration and a Graduate’s degree in Marketing (MPS).