On a sunny September afternoon, the final-year students of the Master in International Fashion Business were called together to present their final exam project, a strategy and action plan for expanding a brand into a new or underdeveloped market. The excitement and emotion in the room was palpable; it is not only the culminating moment of their master but also one of the last times students and teachers will be together.Â

As the students shared their visions for global brand expansion, the room buzzed with creativity and strategic thinking. Each presentation offered unique insights into the challenges and opportunities of international fashion markets. However, to truly grasp the depth and breadth of these final projects, let’s delve into one particularly intriguing example that captured the essence of the program’s goals through its innovative approach and sensitive attention to its target market culture.
project
Lorenzo Colombino’s final project hypothesizes the insertion of the brand JW Anderson into the South Korean market by asking the question, “can British fashion conquer the Hallyu wave?”
The project focused on the expansion and insertion of JW Anderson in the South Korean market, showing how the brand will take on South Korea, merging bold British designs with K-Culture and offering Koreans a fresh and playful way to style their pieces with distinctive flair.
Colombino’s analysis of K-Culture had a particular emphasis on technology, and Hallyu: The Korean Wave, a cultural phenomenon in which the global popularity of South Korean pop culture has risen since the 1990s thanks to the diffusion and positive reception of South Korean cinema, music, tv, fandom, beauty and fashion.
The student’s target market analysis focused on three groups, The Trendsetter, The Tech Navy and the Cultural consumer. He also analyzed online trends in South Korea as a potential way for the brand to expand within the market, via gaming and eSports as well as YouTube unboxing.
Product assortment analysis was also central to Colombino’s proposal as well as the distribution strategy in South Korea, marketing strategy and digital strategy, media and store strategy.
The presentation came to the conclusion that this iconic British brand can conquer the Hallyu wave by merging bold British designs with K-Culture, mirroring the country’s already avant garde and trend focused outlook amongst varying targets.













task
The final project for the program challenges students to select a brand, analyze its history, positioning, and business model, then choose a target country for expansion. Students chose to work on a wide range of brands from JW Anderson, Marni, Prada and Elie Saab to Enfants Riches Deprimés, Ecoalf and Susan Fang.
The project consists of a digital book detailing the research and project development, along with the exam deliverable which is an interactive presentation for a fifteen minute pitch. Evaluation criteria include concept innovation, development feasibility, and presentation effectiveness, with each category worth up to ten points for a total of thirty.
The timeline spans from June to September with various checkpoints and support sessions scheduled throughout. Students work with a project leader with industry experience and supporting teachers from Polimoda to complete this comprehensive brand expansion strategy project.
feedback
After the presentation, the floor is opened to questions from the project leader and supporting teachers. This is the moment where any doubts or gaps from the presentation could be cleared up. Some of the feedback from teaching staff was as follows:
- Make sure to provide a deep analysis of the brand’s context. The potential client of the project must have a clear idea of the brand, its history and what it stands for.
- Be specific in the digital communications strategy part of the project, on which platforms will the brand’s communication strategy be implemented? What kind of content? Who is the target audience?
- Be innovative and creative in the digital communications strategy, come up with concrete and exciting content ideas for various platforms
- Prepare the market insertion part of the presentation well. Some markets are saturated or have other similar brands already operating within them so the presentation must have strong arguments concerning the insertion of the brand into these markets.
- Be sure to cover the brand’s mission, vision and values as well the product. Do not focus too much on one thing. All aspects of the brand must be strong and presented as a feasible reason for establishing the brand in a new market.
- Make sure the presentation is graphically interesting, contemporary and clear, especially when presenting numbers and figures
exam, done!
The final exam for the Master in International Fashion Business is a culmination of intense learning and preparation, showcasing the students’ ability to develop comprehensive brand expansion strategies. This challenging project not only tests their understanding of fashion business concepts but also their creativity, analytical skills, and presentation abilities.Â
The project simulates a real world professional situation, where the students’ business analysis, market and financial know-how and creative skills are put to the test, equipping graduates with the knowledge and skills necessary to make meaningful, savvy and sustainable contributions to the fashion industry. Good luck to all of our Master in International Fashion Business students on their next adventures!Â
The images and references to JW Anderson’s designs are used strictly for educational and non-commercial purposes in the context of academic research. All intellectual property rights, including trademarks and copyrights, related to JW Anderson’s name, designs, and any associated content, are the exclusive property of JW Anderson and its respective owners. No infringement of these rights is intended.