12 November 2022
This innovative and professionalising Master’s degree program in Fashion Brand Management will give students analytical tools for gaining a deeper understanding of what a fashion brand is; they will also be able to develop brand identities and distinguish them from one another, and make the brand appealing in society - thus also economically successful - through marketing and communication techniques which meet contemporary market and societal needs. A solid understanding of this holistic approach fits well with a rapidly changing environment, taking into account opportunities for innovations such as product convergence, disintermediation, and a growing entrepreneurial initiative with characteristics of consciousness, sustainability, and inclusivity. The city of Florence is the perfect place to find this type of knowledge because it is here that important fashion brands were born and continue to flourish today. The course will provide students with an opportunity to practice skills related to content creation, market research, and marketing strategies through the use of professional tools and processes. Additionally, students will develop transversal skills through 360° project management, critical and creative thinking, as well as multitasking skills and problem-solving abilities.
Theo Grassl works full time as a university lecturer, trainer, speaker at AMD, Akademie für Mode und Design Munich, Macromedia University of Applied Sciences and is also a member of the Fashion Council Germany:
I'm pretty excited to start my Mentorship with the Fashion Brand Management course at the IED in Firenze in April. There have been some lit questions coming up, what does it mean to study brand management in the contemporary and in the future of the fashion industry? It means more or less everything and it's more important than ever. We are living in a very crazy world at the moment, driven by volatility, by complexity and uncertainty and it's getting more diverse from day to day. Especially in these times, people are thirsting for orientation. This is exactly what brands and brand management has to ensure, giving the people an orientation. Of course, one of the core goals of brand management always is differentiation, so how to be the customer's first choice, especially if there is such a lot of generic fashions out there and they are more or less all attracting the same needs. So therefore high expectations and according skill set, pragmatism and out of the box thinking are more or less indispensable for brand management.
What are the benefits, especially for international students when they are studying in Florence?
For me it's pretty easy, I can tell this in one sentence. It's the whole environment, you are instantly caught by this incredible mixture of the history, which is the past, and the present.
You are breathing really this combination of fashion, of design, of craftsmanship and of art, and art is everywhere in Florence and by the end of the day, fashion is and fashion means art. Students will really profit from the role of Florence as one of the most important places of fashion production, especially leather. They will also profit of the dolce vita, of the Tuscan way of life, and by the end of the day, which is also very important, from education at the highest levels at the IED. Studying really in such an inspirational environment makes it much more fun than in an industrial city where you are constantly more or less looking at naked concrete walls.
I wondered how I would imagine the future of the fashion industry, especially in relation to the contents of the course as a leader in fashion industry and as a mentor at the IED Firenze, so what we did is that we really took the lessons learned from the past courses, from all the experiences we had over the years and enriched them with necessary contents for the future to drive the fashion industry. I see myself really more or less as being part of a wonderful team and giving the students the best possible skill set, to be a driver of a fashion business and the fashion industry when they finish this course. I will motivate them, I will really encourage them to play an active role, not a passive one, an active role and change it with respect and with empathy. With this Master Course in Brand Management we created a kind of a blueprint for the current and upcoming challenges in the fashion industry, and we at the IED will master these challenges, literally.
Thank you very much and I'm looking forward to seeing you in April in Firenze at the IED, starting the Fashion Brand Management Master Course.
Talk with Andrea Selvi, International Business Develop. & Buying Manager at YOOX NET-A-PORTER GROUP and mentor of The IED Master in Fashion Merchandising and Buying
Talk with Danielle Kwateng, journalist, editor, entrepreneur, Executive Editor at Teen Vogue and mentor of The IED Master in Creative Direction For Fashion
Talk with Margherita Maccapani Missoni, Entrepreneur and Creative Director and mentor of The IED Master in Fashion Business
Talk with Elizabeth Bowring, Head of Catwalks at WGSN and mentor of the The IED Master in Fashion Trend Forecasting
With the new fashion master programs at IED, five international mentors, leaders in their fields, guide students into a broader future.
The event celebrating the Graduation Days of the Undergraduate Courses in Fashion, Design and Communication.
Register to our Spring Semester courses and save 10% on the tuition fee!
In the framework of the activities organized by the Master in Curatorial practice, IED Firenze - Cecilia Alemani will hold a Masterclass to the IED Community
Next February be part of our inspiring Semester courses and develop new skills in an international and engaging environment!
Alumni in Fashion Design Gaia Romoli and Paolo Belleri presented their collections at We're Next 22.
“IED helped me to make the shift from fashion retail onto modern art."
IED invites all those who wish to access its facilities to take vision of the notice about safety procedures and the guidelines about Covid-19 scenarios management.
IED decided to reward those students who commit early with a special Early Bird discount.
IED and Accademia Galli present the Open Days dedicated to the Undergraduates and Post-Diploma courses of Milan, Cagliari, Florence, Rome, Turin and Accademia Galli in Como.
“Befriend other students, the professors, your landlord and everyone. IED has a very rich global network of professionals and corporate institutions, benefit from it”.