As luxury markets get more competitive and complex, it is no surprise that managing a fashion label requires an increasing variety of skills and expertise, as well as a strategic, innovative mindset.
Istituto Marangoni London‘s 15-month postgraduate course (including placement) in Fashion & Luxury Brand Management provides a strong academic underpinning of the fashion and luxury sector, covering relevant, up-to-date industry knowledge, analytical skills, business management, problem solving and critical thinking for innovative solutions. The programme aims to help students transition from career-focused learners to successful fashion brand managers and responsible decision-makers, who can attract and retain consumers, while also managing all aspects related to a brand and its positioning within the fashion system.
A brand manager’s role in the fashion industry is indeed to motivate, create desire, and build trust through various channels in merchandising, marketing and communication, meeting the expectations of a luxury brand’s vision and strategy. Participants learn how to adapt communication and marketing techniques to reach sale goals and apply the key strategies of luxury businesses, while also fostering customer relationships, leveraging social media and enhancing the consumer experience, addressing product quality, features and design, brand image and brand identity, packaging and labelling. Analysis of the target audience and marketing mix will also provide a solid grounding for the development of an accurate brand strategy, while integrating the right balance of corporate brand image, new social media and viral platforms. An additional plus to the programme is the placement period, which enables students to put what they have learned into practice by collaborating with a luxury fashion business.
Along with Brand Management, the course opens a variety of career opportunities, including Communication Manager, Brand Strategist, Operations Manager, Retail Supervisor, Merchandiser, Business Analyst and Digital Marketing Manager.
Eager to join the postgraduate programme is Indonesian fashion designer and winner of Harper’s BAZAAR Asia NewGen Fashion Award 2019, Kelly Vallerie. The top prize of the regional competition included a master’s degree scholarship at Istituto Marangoni London. Kelly’s collection was selected by the judges for its great versatility, multi-functionality and clever details—think: a top that could be transformed into a tote—and standout Swarovski crystal appliqués. “Being chosen as the Winner of Harper’s BAZAAR Asia NewGen Fashion Award 2019 and to be given the opportunity to attend a master’s degree through a scholarship at Istituto Marangoni was really unexpected; it’s something that I’m really proud of. I felt like all my hard work has paid off.”