See the interview to the Course Coordinator Danilo Venturi
Between Innovation and Heritage, a Visionary Profile for Current Fashion and Luxury Brands
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COURSE DURATION |
9 Months |
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START DATE |
October |
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APPLICATION DEADLINE |
EU Citizen: 10 September; 10 March |
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ADMISSION EXAMS |
For booking the admission exam please contact: orientation@polimoda.com; |
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COSTS |
€. 16.000,00 |
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LANGUAGE |
English |
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DOWNLOAD |
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Notes |
Fee intended from October 2012. At the end of Masters students will be introduced to head hunting agencies which will guide them in finding a job appropriate to their profile. |
Tom Ford, a self-communicating person-brand since the divorce from Gucci, showed his identity with the movie A Single Man, while the movie director John Malkovich is carving out a new career as fashion designer. Diesel customers are a tribe of fans. Ferrari cars are becoming eco-friendly and Porsche is selling mobile phones.
The iPad, an high-tech engine, was presented by Steve Jobs as a totemic table of laws. Karl Lagerfeld, Madonna, Lanvin and many others are designing capsule collections for H&M. Thierry Mugler’s revitalization started with the use of an all-over skeleton-tattooed male model picked in Facebook. What if Benetton one day decides to start an haute couture collection with the discussed John Galliano?
Innovation is indicating the future mixing elements already visible in the present with a quote of forecasted and visionary elements. Heritage is reshaping the past mixing elements still visible in the present with a quote of visionary elements re-imagining those gone lost. Both the strategies, sometimes also crossing, are involving creativity in management. The figure able to handle all these and other challenges is the Brand Manager, a specialist in shaping, preserving, renewing, communicating and marketing a fashion luxury brand in its singularity.
Having to take count of both tangible and intangible values, the Brand Manager is a multidisciplinary profile, naturally marketing acknowledged but also able to read the social and historical changes through aesthetics, semiotics, anthropology and psychology. Whether supporting a major brand to achieve a real competitive advantage, a suitable positioning and a good empathy with its clients, or helping an emerging person-brand to become solid through a specific archetype, a breaking innovation formula able to go beyond competition and a fitting balance between creativity and marketing, a Brand Manager must be able to think in and out of the box.
The complex and challenging fashion nowadays scenario is asking also for a good knowledge of tools such as: experience, emotional, tribal, viral and guerrilla, design-driven marketing, societing, buyology, low- and no-cost, storytelling, innovage, cult and love marking, trading up and down, hardwear and softwear, metabranding.
The master is aiming to form a multidisciplinary and flexible figure, a pivotal profile for the management of current fashion and luxury brands as outcome of three teaching modules continuously crossing and linking one to another:
Sectorial: the deep nature of fashion and luxury sectors, their evolution along time, their relationship with the other intangible sectors, the current spirit of the time, the possible evolutions, the trends, the product and its representation.
Technical: marketing, branding, management, merchandising, above and below the line communication, fashion business and economics, the legal aspects, planning and budgeting, the supply chain.
Creative: building the brand starting from its iconic elements (products and people), the crossing potentials of innovation and heritage, re-branding according to the current values in the society, the smart and unconventional strategies for creating value beyond competition.
According to one’s personal skills and to the achieved level of aknowledgement in the different teaching modules, after finishing this master the candidate can aim to a career potentially leading to a first level position in a fashion and luxury company, such as Brand Manager, Marketing Manager and Communication Manager followed by Licence Manager, Line Manager and Product Manager. A second employment opportunity is the marketing & communication agency. Due to the particular cut of the master aiming to build a flexible and self-directed profile, a third natural opening is self-employment as global consultant, a temporary manager for a start-up or a brand re-vitalization.
Strategic Branding: fashion and luxury concepts, the strategic opportunities coming from the recent historical and social tipping points (globalization, fall down of ideologies, no logo culture, web 2.0, financial crash), innovation and heritage management, brand building and re-branding, unconventional strategies for creating value beyond competition. Final project on a real case history.
Fashion Brand Management: principles of brand management, the strategies becoming operative, marketing and merchandising specifics for fashion and luxury.
Communication Management: the role of the image, communication strategies for fashion, above and below the line, web communication, integrated media planning.
Fashion Economics: global/local fashion economy, data mining and organization, excel metrics, principles of business management, planning the financial sustainability.
Fashion Time Management: fashion product pipeline, corporate life, budgeting.
Trendsetting: forecasting, setting and communicating the trends.
Trademarking: trademark/patent/copyright, licensing/franchising/shop in shop.
Product Management: the process of creativity and the collection formats.
Brand Design: lay-out and graphics.
Art Directing: creative team building, focus on the new media, video/sound design tools.
Multiculti: seminars focusing on attractiveness and cultural aspects of the most relevant emerging markets.
Lingua e Cultura Italiana: Italian language and culture, Italian for fashion (mandatory for those willing to apply for a internship and a potential career in Italy).
Extra-Media: performance, installation, events.
Press to Impress: underground press research, briefing, editing and styling for magazines (to be confirmed).
Fashion History: the role of the dress and costume in shaping identity.
Contemporary Art: fashion intellectuals, the importance of cultural movements influencing fashion.
Art for Fashion: the spirit of the time, when forms become attitudes, a common ground between art and contemporary fashion.
Actuality: reading and commenting current fashion news in a public debate.
Eligibility
The Master is open to graduates (or equivalent) holding a valid academic degree. Applicants with no academic degree, but with significant working experience in fashion, luxury goods and communication industry, will be considered as well. Knowledge of English required. For internships in Italian companies Italian language is required.
How to apply
Send your CV and a written motivation by e-mail. A phone interview with the course director will be arranged. Candidates will be selected according to their education, experience and attitude.
At Villa Favard, a series of seminars with illustrious guests and experts for a direct evidence from the Fashion System.
More information
Information Request
Admission Request
Enrollment Fees (PDF)
Admission Exams (PDF)
Polimoda Scholarships (PDF)
Students Policy (PDF)
Documentation Center Regulation (PDF)
Product Laboratory Regulations (PDF)
Computer Lab Policy (PDF)
Polimoda Student Guide (PDF 1,3Mb)
Summer at Polimoda offers a pared-down selection of our most popular courses, from the classics to the most innovative new subjects.
It is not necessary to take an entrance exam, you will need to send your CV so that we can be sure of the participants’ level of qualifications and motivation. What are you waiting for? Book your Polimoda Summer Course!
