Learn the Power of Branding in Fashion School

by Sarah Clark
Fashion School Review Columnist

March 30, 2007

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The Art Institutes

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Brand building is central to the enduring success of companies in the fashion industry. Cultivating well-regarded brands like Polo Ralph Lauren, Louis Vuitton, and Channel requires years of careful fashion marketing, advertising, and product placement. Attend fashion school, to learn how to build and protect an exclusive brand.

Branding: Making a Name in Fashion
Want to be the next big name in fashion? Unfortunately, monumental success in the fashion industry requires more than brilliant fashion design skills. In fact, not all great designers experience tremendous success in the industry. Some fashion insiders may even argue that a talent for fashion marketing can bring more success in the fashion industry than being an innovative, skillful designer.

Tom Ford's Fashion Marketing Success
Tom Ford is a perfect example of a designer with a savvy fashion marketing sense. He infused the Gucci brand with new life, placing it once again among the top luxury brands. He did this in part by being involved in every marketing decision, from the design of the perfume boxes to the color of the tissue paper used to wrap items purchased from Gucci boutiques. He was also influential in Gucci's advertising campaigns, bringing his unique sense of sexed-up sophistication that turned Gucci from a brand flirting with irrelevance to one that tops leading trend setters' must-have lists.

Fashion School and the Fundamentals of Fashion Branding
During fashion school you'll begin learning the basics of successful brand building and management. You may learn about defining your market, your niche, and the customer you want to attract. You may then learn how to carve out a strategy for developing a successful brand that targets your particular market, and how advertising, marketing and product placement can support your strategy.

Of course, great brands aren't made overnight. Some, like Burberry, were in business for year before they developed the recognitions that catapulted them to a level of luxury and exclusivity that only a few elite brands have. But if you start learning the fundamental concepts of branding during fashion school, you'll have the tools you need to begin your journey toward developing the instincts, shrewdness, and skills needed to become a top-notch fashion design brand builder. Find a fashion design school near you to get started!

About the Author
Sarah Clark is a freelance writer specializing in career development and postsecondary education.

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