Navigating the US Fashion Market: A Roadmap for Latin American Brands
The one-week intensive online courses Istituto Marangoni and Stitch Lab have created are designed to guide Latin American brands on their path of going global, with a focus on the North American market.
Navigating the US Fashion Market: A Roadmap for Latin American Brands
The partnership between Istituto Marangoni Miami (IMM) and Stitch Lab is part of a shared mission to empower emerging talent and foster cultural exchange. Stitch Lab, renowned as a talent incubator for Latin American designers, brings its expertise in amplifying the presence of Latin American fashion in the U.S. through curated Pop-Up shopping experiences and a commitment to sustainability and ethical fashion. Meanwhile, IMM, with its esteemed legacy originating from Milan and a global footprint, is transforming Miami into a burgeoning fashion capital by nurturing the next generation of designers and creatives with Italian craftsmanship at its core. Together, Stitch Lab and IMM have joined forces to launch an executive course tailored for fashion entrepreneurs seeking to enter the U.S. market, leveraging the expertise of industry experts and professionals associated with Stitch Lab. This collaboration embodies a fusion of cultural heritage, entrepreneurial spirit, and commitment to excellence, poised to shape the future of the fashion industry on a global scale.
Istituto Marangoni Miami and Stitch Lab proudly present ‘Navigating The US Fashion Market: A Roadmap for Latin American Brands’, a groundbreaking executive program designed to equip fashion entrepreneurs with the essential tools and strategies to succeed in the dynamic landscape of the U.S. market. Through this innovative partnership, participants will embark on a transformative journey, guided by industry experts and thought leaders, to navigate the intricacies of brand development, sales strategies, marketing tactics, and consumer engagement. Join us as we chart a course for success and empower Latin American brands to thrive in the competitive world of fashion entrepreneurship.
Structure of the IMM x STITCHLAB Online Course “Navigating the US Fashion Market: A Roadmap for Latin American Brands”
Our executive online course for entrepreneurs from Latin America offers tailored education across two distinct levels to accommodate brands at varying stages of development. The first level caters to budding brands in their infancy, providing foundational knowledge and practical skills for navigating the early stages of business growth. The second level is designed for established brands in their local markets, offering advanced strategies and specialized approaches to propel them into new frontiers of success. With customized content for each level, participants can expect targeted guidance aligned with their specific business goals and aspirations.
Some brands may want to take the two levels, one for their founder and another one for their employees, we highly encourage our audience to empower their teams with the knowledge that they need to succeed. All of the classes and materials will be available to users after the course is over, allowing them to study or go back to a case study that resonates with them.
LEVEL 1: Fashion Brand Launchpad: Entry Strategies into the US Market
In this foundational course, participants will explore the essential procedures involved in taking apparel products from initial concept to consumer hands. The curriculum guides students through a systematic approach to decision-making in the pre-production phases of apparel product development, covering key aspects such as business, creative, technical, and production planning.
The course illustrates the importance of coordinating these processes harmoniously to deliver the optimal product to the market. It emphasizes the significance of meeting consumer demands in terms of timing and pricing within an ever-evolving digital landscape that mirrors the transformative trends in the fashion industry.
DATES: May 6-10
HOURS: 6 – 9 PM
MODALITY: Online
COST: $950
LEVEL 2: Beyond Borders: Advanced Tactics for Scaling Your Brand in the US Market
In this advanced-level course, participants embark on a comprehensive exploration of the pathways that guide apparel products from inception to consumer hands. Delving into the intricacies of sales, marketing, branding, collection development, merchandising, and leadership, the curriculum provides a systematic framework for decision-making across the multifaceted stages of the fashion business. Through engaging sessions led by industry experts, students gain insights into the complexities of sales strategies, brand positioning, data analysis, and leadership dynamics crucial for success in today’s fashion landscape.
The course underscores the imperative of seamless coordination among diverse processes to deliver optimal products to the market. Emphasizing the alignment with evolving consumer demands, participants navigate the nuances of timing, pricing, and digital innovation essential for thriving in a dynamic fashion ecosystem. Through experiential learning and practical insights, participants emerge equipped with the strategic acumen and holistic perspectives necessary to drive innovation, foster brand growth, and navigate the ever-evolving terrain of the fashion industry.
DATES: May 13-17
HOURS: 6 – 9 PM
MODALITY: Online
COST: $950
Course Contents
LEVEL 1: Fashion Brand Launchpad: Entry Strategies into the US Market
This is a foundational course. Through the contents displayed below, participants will explore the essential procedures involved in taking apparel products from initial concept to the hands of US consumers.
Day 1. CREATIVE PLANNING
- Apparel Products From Concept to Consumer
- Trend Forecasting Analysis
- Color Management
- Materials and Fabrics
- Collection/Line Development
- Garment Styling
DAY 2. TECHNICAL PLANNING
- Translating Concept to Product
- Sizing and Fit Specifications
- A Product Development Perspective on Quality
- Production Planning
- Costing
Day 3. YOUR BRAND & YOUR PRODUCTS
- Brand Message
- Key Products
- Market Analysis
- Market Demands
- Online Presence | Omnichannel Strategies
Day 4. BUSINESS ORGANIZATION & STRATEGY
- Product Development and the Apparel Supply Chain
- Brand Strategy
- Sustainable Sourcing
- Business Operations
- Consumer Engagement
Day 5. LEADERSHIP
- Latin American Leadership
- Challenges of a CEO
LEVEL 2: Beyond Borders: Advanced Tactics for Scaling Your Brand in the US Market
This is an advanced-level course. Embark on a comprehensive exploration of the pathways that guide apparel products from inception to consumer hands.
Day 1. SALES & RETAIL
- Fashion System Today
- Showrooms
- Requirements with US-Based Buyers
- Challenges with US-Based Buyers
Day 2. MARKETING & BRANDING
- How A Brand Is Born
- Trend Analysis
- Symbolism and The Logo
- Storytelling and Brand Consistency
- Brand Heritage, Extension, Consumer Experience, Collaborations
- Case Studies
- Marketing Budget
- Product Exportation
DAY 3. COLLECTION DEVELOPMENT & MERCHANDISING
- Competitive Benchmarking
- Environmental Scanning
- Marekting to the US Consumer
- Point of Sale Data
- Retail Data
- Long Term Forecasting
Day 4. YOUR BRAND & PRODUCTS
- Brand Elements
- Utility/Functional Brands
- Lifestyle Brands
- Style Brands
- Market Brands
Day 5. LEADERSHIP
- Latin American Leadership
- Challenges of a CEO
Learning Outcomes
Upon completion of this course, participants will:
- Have an extensive overview of conventional fashion systems. Relevance of seasonality. Seasons versus deliveries and drops
- Main trends in Luxury and Local (USA/Miami)
- Brand positioning and management in the US market
- Growth Strategies
- Understand how to identify new business opportunities and retailing strategies
- Understand the approaches to creating experiential marketing and retailing concepts including, coordination, and execution of on-site promotional events- such as a pop-up shops at a brick and mortar retail stores or other venues
- Develop methods and processes for identifying “white spaces” in the market place
- Calendar and planning of key critical events
- Planning and understanding of key processes to achieve the critical events
- Discussions around the traditional models versus simplified – working in tandem, working with components, digital views of the product
About Istituto Marangoni Miami and Stitch Lab
About Istituto Marangoni Miami:
Istituto Marangoni Miami (IMM) is profoundly impacting the city it now calls home, laying the foundations to position Miami as a strong global fashion hub. Originally established in Milan and with campuses worldwide, IMM nurtures the next generation of designers and industry creatives by mixing its Italian ethos, rooted in the constant pursuit of excellence in craftsmanship, with the dynamic environment Miami can offer, with talents joining the school’s faculty and student body from all over the globe. Guided by distinguished instructors who are active fashion industry members, students are encouraged to explore their creative and entrepreneurial paths, with a strong emphasis on sustainability and collaboration.
About Stitch Lab:
Stitch Lab is a talent incubator and launching pad for Latin American designers founded in 2018. Its mission is to amplify and fortify the presence of Latin American fashion in the U.S. through creative consumer experiences that engage an audience seeking culturally relevant movements.
Stitch Lab curates and executes highly impactful Pop-Up shopping experiences that showcase the unparalleled talent and innovation of Latin American designers. Their primary aim is to unearth emerging brands while championing integrity, sustainability, and independence within the fashion industry.
Stitch Lab is committed to partnering with brands that embody social responsibility, environmental consciousness, and sustainable practices. The platform endorses designers who are dedicated to producing ethical fashion and safeguarding their native artisanal heritage.
