Tom Ford, a self-communicating person-brand since the divorce from Gucci, showed his identity with the movie A Single Man, while John Malkovich has become a fashion designer. Diesel is a tribe of fans. The iPad was presented by Steve Jobs like a totemic table of laws. Lanvin and Margiela are making capsule collections with H&M. While Formichetti and Lady Gaga revitalized Mugler showing an all-over skeleton-tattooed model picked in Facebook, the emerging designer Iris Van Herpen is creating [skull]ptures. Chanel sells through vending machines in Las Vegas. Menswear is the new womenswear. Avant-garde is the new mainstream. Raf Simons is at Dior and Hedi Slimane at Saint Laurent without Yves.
The figure able to handle all these and other challenges is the Brand Manager, a specialist in shaping, preserving, renewing and communicating a fashion luxury brand in its singularity.
This master is the best solution for both those who, having already a creative and communicative background want to acquire more skills in management, and those who, coming from a marketing and business background want to learn how to think in and out of the box in the peculiar world of fashion.
The Fashion Brand Management is the ultimate profile for managing nowadays fashion luxury brands, it’s 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, the master course is wide and deep, and composed by three interlaced units:
Vision: design and trend based. It’s about brand identity, buyology, innovation and heritage, the tuning between human, society and industry.
Management: the business of fashion. It’s about strategy and concreteness, marketing and merchandising, retail and administration, law and logistics.
Communication: the brand outputs. It’s about materials, events, [Ad]vertising and [sub]vertising, writing, the digital world and video making.
The program includes field trips and guest lectures, a mid-term project based on a start-up, and a final project on brand building.