Postgraduate in Fashion Product Management
The Postgraduate in Fashion Product Management focuses on giving a strategic view of how fashion products operate, taking into account positioning and brand values. It shows how to optimise collections from the initial idea to the end consumer in order to make our proposals different from those of the competition by providing an overview of the product processes (efficient direction and management), marketing and communication strategies and mechanisms for inspiring and developing trends with their roots in creativity and culture.
The content of the curriculum aims to develop a balance between the analytical and creative aspects that fashion product professionals need to control, plus an understanding of all the functional areas (retail, visual, art direction, communication) with which they must be linked to in order to integrate the product to be marketed into a 360º brand strategy.
Factors such as the structure of the product, the size of the range, the style of the collections, the degree of innovation that they include, the chosen price, the time management of the process and the final quality of the product are all part of this complex, internal world that characterises the different fashion brands. All the decisions made regarding these factors are the result of a 360° brand strategy and an efficient business model.
Postgraduate in Fashion Product Management
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 prioritises 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.
- Emphasise 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.
- Analyse 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 analysing sales, the competition and trends in order to develop a collection with the optimum final value, time and costs.
- Analyse in depth the product range and its efficiency at the POS using the product managers’ work.
- Give a 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 organised 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 analyse 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 analysing 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 a strong practical content will be taught as workshops in order to practise 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 emphasise 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 analysing 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 product 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 with a fashion product operate within an organisation.
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.
- Entrepreneur with own business.
Anna Sabater Casas
Business Studies (UAB), DAF Marketing (ESADE), Fashion Design (IDEP), Tissue Design (Central Sant Martins School of Art), Relationship Marketing (IESE) and Project Management (IESE).
Anna began her career in fashion as a team member of Nicolas Bosch textile design department. Later on, designed textile collections for Michele Solbiati Sasil and Textile Dobert developing special fabrics for Paul Smith, Vivienne Westwood, Nicole Farhi, Giorgio Armani, Yohji Yamamoto, Inditex, Banana Republic, Hugo Boss, Max Mara Group… among others.
In 2000 she joined the Antonio Miro team as Collections manager, completing her vision of the product from the “idea” until garments are at the point of sale, developing innovative methodologies to incorporate the trends to the processes.
In parallel, Anna began collaborating and teaching at the Istituto Europeo di Design IED, lecturing and teaching innovation in fashion product and coordinating courses of Fashion Marketing and Communication, in both, Masters and Degrees.
In April 2005 Anna founded her strategic consultancy Lab specialized in branding and fashion product, It’s about product.
Currently Anna advises textile and clothing companies – in Europe and Latin America in developing its product strategy, methodologies, tools and processes through collection structure, the construction of the product style and the brand definition through product development.
Anna also collaborates with various universities and organizations both in Spain and Latin America giving lectures and seminars in creative differentiation in fashion product.
Among its clients are: Ailanto, BonAge, Carmel, Composite, Escada, Fuera de Serie, Inexmoda, Mario Hernandez, Pacifika, Pepe Revolution, Surkana, Tucano Urbano.
La planificación didáctica de todos los cursos IED Master se basa en los criterios que marca el Espacio Europeo de Educación Superior (EEES). IED Master adopta un sistema de créditos que sigue la estructura de los European Credit Transfer System (ECTS). IED Master expide exclusivamente títulos privados propios.
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