The Postgraduate in Fashion Product Management provides a strategic view of how fashion products work, bearing in mind a brand’s positioning and values, so as to optimize their collections all the way from inception to the moment they reach the consumer.
In this highly competitive context, the Postgraduate Degree fosters an understanding of production processes (efficient management and organization), marketing strategies and communication, as well as inspiration mechanisms and the ability to develop trends from a creative and cultural perspective.
The program strikes a balance between the analytical side and the creative side and provides knowledge of each functional area with which the fashion product manager is expected to interact (retail, visual, artistic direction, communication) so as to encourage a 360° strategy.
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The Postgraduate in Fashion Product Management is designed to teach students how to understand and handle the tools required for implementing a product strategy that fits the target public and the brand’s positioning. It defines an overall plan for handling collections that prioritizes the definition of the brand’s style in order to build market differentiation.
Its main objectives are to:
- Work with brand analysis tools to build the brand through the product.
- Emphasize the importance of cooperation between the design, marketing, sales and production teams to carry out the strategy that has been defined.
- Introduce the main types of suppliers, materials, outsourcing and logistics that surround a fashion product.
- Analyze trends and art direction in order to focus the collections from the creative, conceptual and stylistic point of view.
- Define the structure, breadth, and depth of collections by analyzing sales, the competition, and trends in order to develop a collection with the optimum final value, time and costs.
- Analyze in-depth the product range and its efficiency at the POS using the product managers’ work.
- Give knowledge of consumer analysis, competition studies, team management, scheduling and project development that is based on the design thinking methodology.
- Understand the level of involvement of each of the players (design, product, marketing, and communication) in the success of the collection.
The presentation of the content will be divided into classes, modules, and exercises that mimic the process and management of a professional fashion project.
The course will, therefore, be organized into different types of classes:
These provide up-to-date, professional information and the basic knowledge needed to tackle the projects planned for the course. A bibliography and supplementary reading lists will also be provided.
Experimental classes: case studies
A basic part of learning is to analyze in-depth the experience of companies in the sector in a professional setting. It is not so much a question of imitating the strategies of other companies but of analyzing their rationale, applications, repercussions, and market in order to extract the knowledge and analysis needed to permit us to face challenges with security and knowledge.
Some of the subjects with strong practical content will be taught as workshops in order to practice basic elements, such as properly planned teamwork, following a specific briefing for each session.
Talks by professionals
The course curriculum will be complemented by talks by professionals that bring the students into contact with professionals from important companies in the sector. These talks will doubtless give them a unique opportunity to learn from and make contacts with professionals from different areas of fashion.
A variety of practical exercises will be done throughout the course to emphasize that the dynamics of the course are to develop a ‘work in progress’. These exercises are an important way of making contact with real-life case studies from the professional world.
The postgraduate ends with a final project carried out in conjunction with a company from the sector, with the aim of the students’ learning to use the knowledge they have acquired in a real market situation.
The Postgraduate in Fashion Product Management focuses on giving a strategic view of how fashion products operate, taking into account positioning and brand values. At the end of the course the students will, therefore, be able to:
- Face up to real-life situations in the fashion world with consistency, professionalism, and creativity.
- Develop a strategy for collections that is both market-oriented and creative.
- Define the structure, breadth, depth and merchandising plan of collections by analyzing their sales and efficiencies, the competition and trends in order to develop a collection with the optimum final value, time and costs.
- Implement the purchasing, supplier management, and product logistics process for a collection.
- Understand the team integration methodology as applied to the entire product development process.
- Fashion designers who wish to acquire a knowledge of collection coordination and product management.
- Product managers who wish to expand their knowledge of product development.
- Marketing professionals who wish to gain an in-depth knowledge of fashion products.
- Communications professionals who wish to gain an in-depth knowledge of products and production processes in order to make their campaigns more efficient.
- Professionals working in fashion companies who wish to gain an in-depth knowledge of everything relating to products and collections and their integration with other departments.
- Human resources personnel who wish to understand how all the departments related to a fashion product operate within an organization.
Depending on the entry-level of each student, the career options for this type, of course, could be:
- Integrated design and product departments or independent studios
- Marketing departments
- Product development
- Product management department
- Product marketing
- Purchasing and supplier management
- Quality control
- An entrepreneur with own business
Anna Sabater Casas
Bachelor of Business Administration (UAB), Marketing DAF (ESADE), Fashion Design (IDEP), Textile Design (Central Sant Martins School of Art), Relationship Marketing (IESE) and Project Management (IESE).
Currently, she advises textile and clothing companies in the development of their product strategy, as well as in the collection structure, style definition and brand development through the product.
About the School
The IED Barcelona is a workshop for conducting analysis and research applied to material culture, a focus it is destined to develop increasingly in the future.