Course summary

MA International Fashion Brand Management: Phygital Luxury Fashion is the UK’s first postgraduate digital luxury fashion experience design course. This exciting course is part of our MA International Fashion Brand Management (MA IFBM) suite which offers six innovative degrees: MA International Fashion Brand Management: Phygital Luxury Fashion MA International Fashion Brand Management: Circular Fashion MA International Fashion Brand Management: Fashion Buying & Merchandising MA International Fashion Brand Management: Fashion Visual Merchandising MA International Fashion Brand Management: Fashion Insight & Strategy MA International Fashion Brand Management: Fashion PR & Communication Brands that have focused on their collections and brand positioning, rather than user experience, have created wholesale, retail and ecommerce channel silos within their companies, which have prevented them from creating seamless customer journeys. The new disruptive digital environment is causing these brands to rethink their business cases, adapt their brand offerings for consumers and create experiences both online and offline, mixing physical place and digital space: phygital. With the ongoing rise of digital media platforms and channels, luxury brand managers are dealing with fragmented media landscapes. This course will teach you how to apply the strategies of luxury fashion brands across platforms, creating immersive, playful, humanised and prototyped digital luxury fashion consumption experiences. You will learn how to give contemporary luxury fashion customers a more personal and active role through contributing to brand-generated content. You will develop new marketing approaches to meet luxury fashion customers’ expectations, and learn to how to acquire new customers. You will also look at the technologies that allow luxury fashion companies to understand who their real customers are and how to engage with them. Compulsory residential international field trips The MA International Fashion Brand Management is the first postgraduate fashion course in the UK that formally integrates international residential trips into its curriculum. During these trips, you will meet industry professionals, attend master lectures, view collaborative work, and engage in personal growth. The compulsory trips throughout the 2021 academic year will be: FT1: European Fashion Capitals Trip (Paris, Milan and Florence): 8 to 10 days (Semester 1). FT2: New York Fashion Field Trip: 7-8 days (Semester 2). Optional international residential field trips Students studying on this pathway will be able to attend Trip 3 and Trip 4 as optional trips. You may wish to attend only one or none: FT3: Copenhagen Fashion Summit: 3 to 4 days (Semester 3). FT4: Berlin Circular Fashion Trip: 3 to 4 days (Semester 2). Internships This course has an optional 80 hours internship integrated into the curriculum. An internship will enhance your employability by offering valuable experience and professional contacts within the industry and put your skills to use in the real world of fashion. It is possible to do your internship digitally. Learning through social action Instead of an internship, you may participate in a cross-pathway social action industry mentorship projects for which we have teamed up with Justice in Fashion - a global alliance of like-minded and skilled individuals endeavouring to create positive change in the fashion industry. Digital skills On this pathway, you will work on your creative media and digital skills and learn to use a range of pathway specific industry-standard software. Our facilities include: 3D design studio PC/Mac labs film/motion capture studios photography studios digital print bureau knitting studio sewing studio pattern making studio