“Paris, in addition to being the leading student city in France, is the undisputed capital of fashion. If the luxury industry already participates in forging this undeniable brand image, fashion encompasses a wide universe that goes beyond textiles: leather goods, fast fashion, ready-to-wear, decoration, tableware, etc. With the opening of the MSc2 Fashion Marketing in the 2020 academic year, INSEEC Paris wishes to draw on the city’s economic fabric as well as its body of qualified speakers in this sector, to reinforce its expertise already acquired through its programs in Luxury & Wine, in the world of fashion. This training is also in line with the times, when the ethical and environmental impact of fashion is becoming more and more important in consumers’ choices: the proof with Zalando, which wants to sell only eco-responsible brands on its platform by 2023. A first for a marketplace of this scale! 

Traditional commerce and e-commerce: the best of both worlds

The MSc2 Fashion Marketing is betting on the mix’n’match (this is the name given to a style in fashion consisting in superimposing prints together) with digital and traditional trade to compose its training guideline: these two universes are complementary.
Fabien Fournillon
director of this new program, says: “Faced with a shrinking market, we must not see digital as a threat.  In fact, it has also brought consumers a certain emancipation and upheaval in their consumption habits. These profound changes represent a source of unavoidable opportunities for both traditional and new players. pure players. A lot of emerging labels wouldn’t have been able to develop without the contribution of digital.””

The program will allow the acquisition of fundamentals related to the structuring of the offer, the mastery of acquisition and loyalty levers with a particular focus on the e-commerce strategy of a brand or a company.  It will also deliver both technical and practical content aimed at training future talents in strategy and the implementation of operationally oriented actions.

The opening of the new MSc also coincides with a growing interest on the part of consumers for a more environmentally and human friendly fashion. The second hand market and the birth of ethical brands, recovering fabric scraps and/or working with less delocalized suppliers are proof of the changes in mentality that are taking place in this sector. For the future of the latter, it is necessary – even urgent – not to omit them: the MSc2 Fashion Marketing will try to include these new trends at the heart of its issues in order to make future marketing professionals aware of all the subtleties represented by these new economic markets that are building the brands of tomorrow.

With this interest in ethics, it is also a whole question that poses the restructuring of marketing: if the habits of fashion consumers are changing, their sensitivity to the marketing strategies of brands is also changing. Deciphering the training and this question with Fabien Fournillon.

Interview with Fabien Fournillon, program director

What is the positioning of this MSc? 

The positioning of the MSc2 in Fashion Marketing is based on 3 main pillars

Of course, the program does not escape the fundamentals of this sector. Students acquire a sector specialization that allows them to acquire the skills related to the management and development of collections with a very innovative axis since the program also offers an opening on the ” Fashion Tech “The company’s mission is to promote the development of the industry’s products and services, and the major innovation trends in the industry, without forgetting the social, societal and environmental aspects specific to the industry.

The objective of this training is to train future professionals who will be able to understand both the world of traditional ” retail ” and the world of online distribution. We started with the observation that many jobs related to digital marketing were under tension in this sector. Today, the major luxury houses, the players of the ” Fast Fashion “, the ready-to-wear industry, but also the emerging brands of this industry are in demand of profiles experienced in acquisition and loyalty techniques largely influenced by digital marketing. This is the second axis that characterizes this program. Students develop skills in various digital levers such as SMO, SEO, e-mail marketing and influencer marketing.

Finally, as a third axis, we wanted the students to be able to understand the problems of an e-commerce sales platform, from its creation to its operational management. By following this program, the students are accompanied in the passage of certifications recognized by the actors of the profession (Google Analytics Certification, Facebook blueprint Certification and Prestashop Certification).

What type of profile(s) is this MSc aimed at? 

The MSc2 in Fashion Marketing is of course aimed at future professionals wishing to embark on a career in the fashion industry in general. The luxury, the ” fast fashion “, the ready-to-wear, the more confidential brands without forgetting the ” marketplaces ” generalist or specialized of this sector. More broadly, this training is well suited to students who would also like to invest in the tableware, decoration or design sectors that are developing on the web. It is also ideal for those who have an entrepreneurial project in this sector.

What impact do new consumer expectations in terms of fashion (ethical, second hand, slow fashion, etc.) have on marketing professionals? 

If there is one industry that cannot ignore these new consumer trends, it is ! The sector must provide answers to these new aspirations and demands expressed by consumers. The fashion industry is now one of the most polluting. This is why the giants of this sector have committed themselves to emitting less carbon dioxide (_{CO2 )} by signing the ” Fashion Pact “. The fight against waste, social responsibility, preservation of know-how, and the great return of ” Made in France ” are now at the heart of the strategies of major brands as well as those of emerging brands. Today, many consumers are concerned about their consumption.

We also notice that what is true with the ” slow food ” movement is also true for the fashion sector. Eating better, but also consuming better in terms of clothing are now realities that no one can ignore. Produce ” less and better “, that’s basically what the big old KIABI decided to implement by relying on the exploitation of ” data ” in order to better predict sales.

In another register, we also note that the second hand market has become extremely well established in the minds of many consumers. The crisis of 2008 is indeed not unrelated to the breakthrough of this fundamental movement. It is likely that the latter will not cease to progress given the current context. Some major brands have also embraced this movement. For example, Galeries Lafayette recently launched ” Le Good Dressing “, a second-hand clothing sales site. So there are many initiatives and we are only at the beginning ! Marketing has an undeniable role to play in this field and this is a good sign !

Interested in this training? Come and find out more at our next information meeting dedicated to our programs in communication, marketing, digital and luxury on Wednesday, June 17 at 6:30 pm by videoconference.

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Updated 24 February 2022