Master in Fashion Brand Management
This master course aims to create the figure of a manager who can develop a brand in the coming years by tuning its identity in to match the spirit of the period, making strategic decisions, playing a leading role in their implementation, and speaking to the subconscious in order to win the battle in the consumers’ minds.
For instance, Chanel is a classic luxury brand, but in an internet-driven economic scenario where people buy both high and low-range products, regardless of their status, the brand has decided to sell through vending machines in Las Vegas and commercially exploit the concept of “the moment”. Again, as 90s avant-garde has become the new fashion heritage, Raf Simons is now at Dior and Hedi Slimane is at Saint Laurent, without Yves. Lastly, in a society where values are fragmented, have a dual significance and are often grouped together according to the principle of syncretism, Galliano (the absence of presence) has been named as new designer for Maison Martin Margiela (the presence of absence). In the same way, what will Gucci be like after Tom Ford and Frida Giannini?
Fashion Brand Management is the most complete program for those hoping to gain expertise in shaping, preserving, renewing and communicating the uniqueness of a brand. It is the best solution for those who already have a background in design and want to acquire further management skills, and those who have come from a business background and want to learn how to operate outside of the box. The two paths both lead to the figure of creative manager and manager of creativity for the luxury fashion world.
This course is visionary and concrete, creative and managerial, leading and relational, innovative but well rooted in the know-how coming from the industry, competitive and beyond competition, involved in all the processes from production to communication. Therefore, its program is intensive, wide-reaching and intensive. It is composed of three interconnected units:
Vision, research and trend- based. It’s about brand identity, buyology, innovation vs. heritage, the way the human, society and industry interact to achieve a balance.
Management, business-based. It’s about strategy and concreteness, marketing and merchandising, retail and administration, law and logistics.
Communication, senses-based. It’s about conveying messages in conventional or alternative ways, using original materials (graphic, video, written) both for the real and the digital environments.
This course includes field trips (Milan Fashion Week, Pitti Trade Fair, the production site of a top level company, and Ferragamo shop/museum), guest lectures by managers and visionairies, and two portfolio projects, a start-up task at mid-term, and a rebranding task as the final task.
HOW TO APPLY
The course is open to graduates (or equivalent) holding a valid academic degree. Applicants with no academic degree but with significant previous experience in Fashion or Luxury, will be considered. Written and spoken English is required.
Candidates will be selected after completion of a written test and an interview with the Head of Department.
Based on their personal aptitudes and the skills acquired in the different teaching modules, students can aim for a career that will potentially lead to a top level position in a luxury fashion company, such as: Brand Manager, Marketing Manager, Communication Manager, License Manager, Product Manager. A second employment opportunity is potentially the Creative Agency for trend analysis, brand building and communication. Due to the particular cut style of the master’s course, which aims to create a flexible, autonomous profile, a third natural opening is Global Consultant, Start-up Manager, Project Manager and Entrepreneur.
This school offers programs in:
Last updated March 15, 2016