Fashion Brand Management

The Deep Identity of a Luxury Fashion Business
Mentorship by Danilo Venturi

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Fashion Brand Management is the most up-to-date and complete program at Polimoda, for the visionary and active, creative and relational, for someone with a charismatic personality; the Brand Manager. This is a master in creating, preserving, and reshaping the identity of a brand, one who speaks to the subconscious and wins the battle in the consumers’ minds.

This master’s course features three main areas. Vision: the tuning between human, society and industry that makes the brand relevant. Management: the strategic marketing of a business model in real case scenarios. Communications: the creation and delivery of a sense-based message to seduce and aggregate.

Fashion Brand Management is run by teachers from the industry and international guest lecturers. Field trips to trade fairs, fashion shows, companies and corporate museums are included, as well as internship opportunities. The course’s two main projects, rebranding a major label and launching an emerging brand, are tutored by Polimoda’s Director, and are of a quality to present as a personal portfolio.

Lessons take place from October to June or April to December and amount to a total of 700 contact hours. There is the possibility of completing the course with an internship in a fashion company, leading to the overall obtainment of 80 credits. English language proficiency and attendance are required. Candidates will be selected after a enrolment questionnaire and an interview with the course’s leading teacher.

Study Plan

The areas of Vision, Management and Communications take concrete form in the following modules:

Contemporary Fashion
Fashion systems; designers, products and brands by concept.

Art Direction
Sociology of the imaginary; art & fashion; brand ID architecture; mid-term and final project.

Fashion Futures
Trend methodology, current retail trends, shop formats and strategies, buyology.

Fashion Brand Management
Business model innovation; positioning; commercial development.

Collection Management
Fashion merchandising; collection composition and assortment plans.

Fashion Operations
Craft to business; supply chain models; statistics & benchmarking; operations.

Fashion Business Administration
Business performance metrics; balance sheets; business plan.

Fashion Law
New businesses (patents, trademarks, contracts); brand extensions and licensing.

Fashion Communications
Brand equity; brand communications; copywriting; strategic media planning.

Press to Impress
Photography and magazines; graphic design; video making and photo shooting.

Visual Communications
Creative process; styling a collection; collaboration with design students.

Intensive workshops will be held in the subject of strategic branding, event management, financial management, multikulti, communications 2.0 and brand typography.

Career Opportunities

A graduate Brand Manager from Polimoda, forged by a method based on the creation of original materials, can work in a wide range of areas in a fashion company, in a trend or communications agency, but also in all other industries driven by the expression of an identity, such as technology, art, publishing, cinema and music.

Mentor

Danilo Venturi
Polimoda Director
Danilo Venturi is specialised in creative direction and brand architecture. Holding an academic background in politics and a Master in Luxury Management from Polimoda, Mr Venturi has developed an interdisciplinary career across music, e-commerce, retail concepts, luxury and writing, and indeed authored Luxury Hackers (2011) and Momenting the Memento (2014). He was the Head of the Business Department at Polimoda before assuming his current role in 2016.