This masterclass introduces the core concepts of fashion branding and marketing, specifically tailored for designers who are starting their own label or working independently. The course is designed for participants with little or no prior experience in business or marketing.
Through a combination of theory, discussion, and practical exercises, participants will learn how to define their brand identity, communicate their values clearly, and develop a basic marketing strategy that aligns with their creative direction.
The focus will be on small-scale, ethical, and sustainable fashion businesses. Local and independent Berlin-based brand examples will be used to illustrate each concept.
Course Structure:
Day 1: Brand Foundations
What defines a brand beyond a logo. Exploring design values, brand purpose, personal narratives, and audience alignment.
Day 2: Visual and Verbal Identity
Translating brand values into a consistent identity. Naming, tone of voice, color, typography, and visual storytelling.
Day 3: Marketing Practices and Planning
Introduction to essential marketing tools and platforms. Content strategies, slow marketing, campaign planning, and aligning sales with storytelling.
What will you learn in this course?
- Brand identity and positioning
- Purpose-driven design and values
- Audience definition and brand narrative
- Naming and communication style
- Visual identity (typography, color, layout)
- Social media and content planning
- Ethical marketing strategies for independent designers
- Product launch and basic campaign structure
- Pricing and value alignment
Starting/Ending dates
10.11. -12.11.2025 (3 day course)
NB: Registrations must be done up to 3 working days before the beginning of the course.
Course registration
