Master in Fashion Direction: Brand & Business Management
FROM BUYING TO DIGITAL FASHION MARKETING
Fashion Buyer. Marketing Manager. Omnichannel Strategist.
Managing the business of a Fashion Company means to combine fashion marketing, fashion management, and fashion retail. In the Master in Fashion Direction: Brand & Business Management more than one discipline will be merged, in order to train the most qualified and innovative professional figures who will be responsible for the business management in the world of fashion and luxury.
First step: studying the business models, their evolution, and their business strategies in the industry.
Second step: recognizing and studying the different retail and business channels, the underlying business logic and in their specific operations: from fashion buying and retail merchandising to sales & digital management.
Third step: understanding the consumer and the relationships between different channels. From the analysis of customer’s behaviors and the influence of the sensory design and their lifestyles, until the omnichannel strategy and the digital integration.
Our objective: to put the consumer at the center, to create seamless experiences that connect all the different touchpoints, and to know how to identify and to generate and plan successful business and retail strategies.
The Master offers two tracks of optional courses (electives’ tracks):
Track 1: Omnichannel Management (86 hours)
Managing fashion collections also means knowing how to define a holistic strategy that can include product
and consumer, through the different "touch points" of the brand. From the understanding of business models based on different channels, to the learning of different logics and characteristics of different formats, until to the design and management of experience, with a view to "omnichannel management" advanced: the definition and integrated management as a lever to create value for the fashion company and the customer of the new millennium, which lives constantly connected between off-line, on-line, between physical and digital experience.
The aim of the course is to provide in-depth skills related to the experience processes management, sales management and CRM management, including management of the relationship with the consumer as a strategic asset for brand development.
Track 2: Sustainability Management (86 hours)
Fashion and sustainability. Acquire the skills necessary to manage environmental and social sustainability
in fashion companies it represents an element that favors the competitiveness of the fashion company itself.
From stakeholder analysis to risk management, from community management to reporting. Understanding the logics of entrepreneurship and the opportunities of responsible innovation. From the traceability of the supply chain, to the use of blockchain, up to the circular economy.
Aim: to know how to manage sustainability with a holistic approach, planning successful business strategies. Learn to manage the responsible innovation, welcoming the new trends that are influencing the sector.
The Master Course is completely in English.
During the whole course, an Italian - English bilingual Teaching Assistant will be available for both Italian and foreign students.
Start of registration: 25 Gennaio 2019
End of registration: 29 November 2019
Orientation day: 17 January 2020
Lectures’ start: 20 January 2020
All the Milano Fashion Institute's Masters are first level University Masters, accredited by the Polytechnic of Milan, School of Design. All the Masters will release 60 university credits (CFU, i.e. "crediti formativi universitari").
The educational model adopted is characterized by multi-disciplinary activities conducted by teachers from three universities along with experts coming from the most important and qualified companies in the industry.
The contents of the Master integrate different interdisciplinary themes for better understanding and managing the processes of brand management and retail management. The Master consists of 720 hours of classroom lectures and a final internship of at least 480 hours.
The structure is composed of six learning blocs: warm up, quantitative & project tools, fashion pillars, fashion processes, curiosity, fashion practices, field projects, empowerment & internship. The objective is to accompany the student to the progressive knowledge of the industry and the key processes that characterize the professional profiles involved in the brand management.
Lectures are organized into modules based on the presence of teachers from different areas that can transmit a complete picture of the structure and functioning mechanism of the industry. They include a part of the theoretical framework and a large space devoted to exercises, with the aim of transferring methods, techniques and concrete working tools.
The master course includes a full calendar of activities, besides lectures and laboratories activities, that represent an effective tool aimed to establish links between students and the job market, promoting the employment of professional trainees by leading companies.
Field seminars Students can supplement in-classroom activities with a program of field seminars, involving visits to companies and important industry trade shows. The goal is twofold: to offer the opportunity to develop their knowledge about companies with different organization systems and that work in various product categories, as well as the understanding of the timescales, product development models, and marketing methods. These activities are optional and travel expenses are paid by students themselves.
Empowerment and career management Empowerment activities provide support to the process of personal and professional growth of the student. In particular, the course is aimed at developing interpersonal skills, the management capabilities of group dynamics, the ability to positive comparison with the various organizational and professional contexts. The module also includes a section devoted to career management, which has the goal of helping students in the selection processes through, for example, the preparation of CV and portfolio. In particular, the course is composed of the following modules:
a. Introduction to the internships' regulations Module dedicated to the knowledge of the Italian Labor law on internships, the statutory requirements for both host companies and interns, and the regulatory framework for granting the curricular nature of the activity.
b. Introduction to the Job Market The module aims to increase the knowledge of the professions of the fashion system, which are the best practices and job offers from fashion companies.
c. Orientation d. Self Assessment & empowerment Module dedicated to the enhancement of the student's profile and its ways of interaction with companies, through the conduct of workshops and dedicated support for the preparation of the resume and cover letter in order to better prepare the candidature.
e. Company links Activities aimed at ensuring the student the required visibility of their professional profile to the companies in the sector, through a direct contact between Milan Fashion Institute and the most representative actors that compose the fashion industry, in order to promote interviews with companies.
f. Internship Mentoring Activities aimed at mentoring and supporting the student during the internship experience through the composite evaluation of this experience, and the monitoring of the internship in progress.
Internships are one of the most salient experiences offered by the master course and are supported by a network of leading firms in the fashion sector, thanks also to the cooperation with the National Chamber for Italian Fashion and by a rich network of relationships established over the years by the three founding universities with the Italian and international fashion business system.
Internships last a minimum of 3 months, allowing students to apply the skills acquired during the course to real working situations, with guidance and advice provided by experts with extensive experience and a range of different professional backgrounds.
The internship module is activated by Milano Fashion Institute through a series of activities that constitute the activities of empowerment and career management: Introduction to the internships' regulations, Introduction to the Job Market, Orientation, Self Assessment & empowerment, Company links, Internship Mentoring.
Click here for details about the Module of Empowerment & Career Management.
Internships, therefore, represent unique placement opportunities for course students and an effective tool to help the companies involved select excellent people. Milano Fashion Institute actively promotes the communication of internships’ offers through constant contact with the industry's leading companies. The search and finalization of internship must be carried out by the student. In order to find an internship, Milano Fashion Institute provides many opportunities and tools, through the programs of identification, reporting, and collaboration with the most important companies in the sector, as well as the active signaling of students’ profiles.
Among the companies that collaborate with the Milan Fashion Institute:
Arcoretail • Ballantyne • Bally • Benetton • Bottega Veneta • Braccialini • Brooks Brothers • Brioni • Brunello Cucinelli • Burberry • Calzedonia Group • Canclini Tessile • Chanel • Coin Excelsior • Condé Nast • Conbipel • Corneliani • CP Company • Diesel Group • Dolce & Gabbana • Dondup • Eurojersey • Ermenegildo Zegna • Etro • Fendi • Ferragamo • Fratelli Rossetti • Frau • Furla • Geox • Giorgio Armani • Gruppo C14 • Gucci Group • Hearst Magazine • Hugo Boss • Jil Sander • Lanvin • La Rinascente • Levi’s • Liu Jo • Logan • Loro Piana • Louis Vuitton • Luciano Padovan • Maliparmi • Mantero Seta • Marni • Max Mara Group • Miroglio Fashion Group • Moncler • Moreschi • Moschino • Neil Barrett • Neinver Italia • Penelope • Pomellato • Pinko • Ports1961 • Privalia • Ralph Lauren • Ratti • Reda • Roberto Cavalli • Slam • Staff International • Stella Mc Cartney • Stone Island • Swinger • Tod’s Group • Valentino Fashion Group • Versace • Vivienne Westwood • Yoox
The professional figures
The professional figures formed by the Master in Brand & Business Management will be able to plan and manage the distribution and the offline and online marketing: from the DOS of international brands to department stores, fast fashion retailers, and online e-tailers.
They are Junior and qualified profiles who will support the processes of buying, retail merchandising, digital management, CRM management, visual merchandising, store management and omnichannel management. Since this is a highly innovative area, the potential of the profile will be developed through a selection process facilitating participants coming from the different educational background, in order to create within the classroom all the skills and competencies that are typical of cross-functional company teams. In addition, the different backgrounds make it possible to create conditions for the development of interdisciplinary skills and competences of "creative retail management", able to trigger a nimble approach to creative and analytical issues.
Milano Fashion Institute’s Masters stem from a clear cultural aim of training new professional profiles able to understand the changes in the fashion industry and to trigger innovation in the organization of creative, managerial, commercial and communication process. The profiles formed in the three Masters are the result of years of research and training in the fashion industry by the three excellent Milanese universities, each oriented to different and crucial aspects: management, design, and communication.
In particular, these professionals are a sort of "hybrid", with multi-disciplinary training, able to act proactively as "intermediaries" between the purely creative profiles (designers, art directors, architects, visual) and purely managerial profiles (marketing, commercial, production controller)and lastly communicative profiles (communication manager, social e new media manager, fashion editor, events manager). These wider competencies, that often in companies are acquired only after years of experience in various business areas, have been finalized in three areas considered strategic for the fashion business, especially in the current phase of revision and reorganization determined by conditions of crisis :
_the management and planning of the creative processes and of collection development: from the coding and understanding of the values and stylistic codes of the brand, to the ability of declination of these codes within the various product categories and product lines; to the planning of collections through merchandising planning, selecting and managing suppliers, and finally the organization and management of the processes of trade marketing and communication (Master in Fashion Direction: Brand & Product Management)
_the integrated management of creative and managerial processes related to distribution, in the different business models (brand designer or industrial groups integrated downstream in the direct retail; retail channels in partnership with brands and independent retailer, as franchising, shop in shop, corner, etc; retail chains, as department stores, fast fashion retailers, mass retailers; small independent retailers, as individual shops or small local chains (Master in Fashion Direction: Brand & Business Management)
_the management and design of research strategies, communication strategies and the enhancement of cultural company heritage: from the qualitative and quantitative analysis of the consumption to the identification and interpretation of trends; from the linguistic innovation in corporate communications and media channels to the governance of the new digital communication formats and channels; from the enhancement of the cultural, material and relational heritage, to the management and design of social responsibility programs (Master in Fashion Direction: Brand & Communication Management).
Scholarships available for Master 2019
Milano Fashion Institute offers each year to its applicants several scholarships which cover half the costs of enrollment in the Masters and are offered by Italian companies active in the fashion industry.
How does it work?
The attribution of scholarships takes place before the beginning of the course, considering both income and merit criteria, by the Academic Commission. The admission to the Master is independent of the grant of any scholarship.
How to apply?
The application form for scholarships is included in the "Application Form" of each Master, and it is downloadable from this site, under the page "Apply". Once you have submitted the Application Form, the Academic Commission shall decide on any assignment, with notification of the result by the beginning of the course. For any further information, please read the rules inside the module.
To whom are the scholarships aimed?
The scholarships are aimed at both Italian citizens and foreigners who wish to attend the Masters of the Milan Fashion Institute.
By when to apply?
The application for scholarship should be submitted by the deadline of enrollment of the Master. For the Masters in 2020, the deadline is November 29 , 2019.
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