Domus Academy and Slam Jam for the Fashion Buying workshop
Master in Fashion Management students are working on “Paradigm Shift”, the Fashion Buying workshop in collaboration with Slam Jam.
Starting from a market overview where we are experiencing a paradigm shift; a shift in perceptions, values and final gratification. The objective of the workshop is to devise a buying strategy for the online and commerce website, slamjamsocialism.com.
After having conducted preliminary market research into the millennial and gen z consumer behavior, students will identify the top 5 competitor retail channels, brand & product offers, end consumers, geographical reach, analyzing both opportunities and threats, i.e. identifying areas of possible growth and improvement, as well as potential future risks.
Students will define a new brand research and design a detailed buy plan which includes style by style analysis of the product determined to be bought for the store. The last step will be to develop possible communication and promotion ideas based upon the brand mix proposed.
Thanks to this project students will develop an in-depth awareness of a buyer’s role and conduct research into the luxury & streetwear market. They will also explore consumer and retail trends and will acquire critical knowledge of fashion distribution and communication strategies integrating real and virtual (web-based) elements.
Slam jam is a globally-recognized business whose name operates as a seal of approval applied to clothing and goods that represent urban subcultural attitudes.
Founded by Luca Benini in 1989, Slam Jam was born to serve the underground long before the term streetwear even existed. From its headquarters in Ferrara, far from the European fashion establishment, Slam Jam was able to hone its own unique, highly distinctive style, using art, music and clubbing as its guide to connecting with tribes of like-minded people across the World, and becoming Italy’s first importer of then unknown brands such as Stussy.
Beginning with a small warehouse on the rural outskirts of Ferrara, over the last almost 30 years Slam Jam has become a globally recognized cultural institution and seal of approval applied to clothing and goods that represent urban subcultures.
Today it leverages its credibility and experience within the community to globally promote the style and attitudes of urban subcultures. Beyond its distribution and retail businesses, Slam Jam collaborates with brands as a full-stack go-to-market global partner, providing every level of service from direction of branding and design, to wholesale, retail and engagement with the community.
Due to this pandemic, Luliang Chen chose the photographer as the user of his project. Photographers need to frequently work outdoor, therefore functions and lifestyles need to change accordingly.