FASHION MARKETING & MANAGEMENT CAREERS GUIDE
CONTENTS Visual Merchandiser Merchandiser Buyer Fashion PR & Marketing Manager Stylist / Creative Direction Fashion Journalist Product Developer Brand Manager Trend Forecasting Retail Management Digital Commerce for Fashion Admissions Information
3 4 7 8 11 12 15 16 19 21 22 24
“The Fashion Marketing & Management programme prides itself on developing leading creative marketing strategists for the fashion industry. Dedicated fashion marketing teaching suites, leading industry research resources and the latest digital software, support the students in reaching their career goals in the fashion industry. I hope that you find the information contained in this booklet useful as an indication of potential career pathways following the BA Hons Fashion Marketing &Management Programme at the Winchester School of Art, University of Southampton.� Amanda Bragg-Mollison Programme Leader BA (Hons) Fashion Marketing & Management
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www.marketingoffashion.com
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M ER CH AN DI SE R
J M UNIO ER CH R V AN ISU DI AL SE R
VI SU AL
H M EAD ER CH OF AN VIS DI UA SIN L G
£16,188
£17,239
£23,943
£24,024
£40,607
£44,441
SALARY IN LONDON
SALARY OUTSIDE LONDON
VISUAL MERCHANDISER Responsible for visual communication within a store, the visual merchandiser is a real image consultant, capable of combining creativity with visual marketing strategies.
Required skills/profile: creativity, artistic awareness of fashion and change, intuition, capability to analyse, organise space and communicate.
Their objective is to make evident the characteristics of a product in order to favour the selection process of the customer through the organisation of display systems in the store.
Career Path: Junior Visual Merchandiser Visual Merchandiser Head of Visual Merchandising
The visual merchandiser is in charge of the display systems and changes them according to seasons, promotional campaigns or special events.
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Salary: Entry Salary: Experienced: Senior:
£16,000-£17,000 £25,000 £40,000-£44,000
www.marketingoffashion.com
MERCHANDISER The merchandiser is responsible for constructing the framework of a product range working in conjunction with the Buyer. This involves defining how many product options should be bought as well as how much of each line is bought. Working with the Buyer they are responsible for managing the financials of the department, including the spend, stock budgets and margins. They also oversee the inbound movement of stock into the business, ensuring the product is in the right place at the right time and in the right quantity. A strong product and commercial awareness is required along with a competent level of numeracy.
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Required skills/profile: awareness of fashion and change, analytical, forecasting & numerical skills, interpretation of data and team work. Career Path: Allocator Assistant Merchandising Merchandiser Senior Merchandiser Salary: Entry Salary: Experienced: Senior:
£18,000-£20,000 £28,000-£36,000 £45,000-£65,000 plus benefits
Head or director of merchandising in a large company can earn in excess of £85,000, plus benefits
www.marketingoffashion.com
SALARY IN LONDON SALARY OUTSIDE LONDON
£100,688 £104,271 £65,478
£59,633 £52,130 £48,132
£38,514 £33,045 £32,686 £29,969
£20,000
AL LO CA TO R
M ER AS CH SIS AN TA DI NT SE R
M ER CH AN PL DIS AN ER NE / R
M ER CH SE AN NI DI OR SE R
M ER CH HE AN AD DI SIN OF G
M ER CH A DI NDI RE SIN CT G OR
£18,000
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6 SENIOR BUYER
HEAD OF BUYING
BUYERS’ ADMIN ASSISTANT
JUNIOR BUYER
BUYER
£5 6, 10 9
£2 0, 83 £1 9, 5 97 4
£2 9, 10 £2 9 6, 17 1
£5 0, 67 0
£5 9, 57 2
£7 6, 28 5 £7 9, 08 3
£9 4, 28 1
SALARY IN LONDON
SALARY OUTSIDE LONDON
BUYER A buyer is responsible for purchasing all the necessary products or parts for production. In a commercial business a Buyers main task is to develop & select products to include in their range for a future season. They work alongside the Merchandiser and Designers to create the final range. The range is developed in line with their target customer and brand profile. A Buyer has an in-depth knowledge of raw materials, the finished product, procurement and supply, targets, consumer trends, and commercial and economic strategies. Negotiation with suppliers and factories is also a key part of the role.
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Required skills/profile: dynamism, creativity, intuition, numerate, motivated, organizationan, negotiation, people and time management skills. Career Path: Assistant Buyer / Buyers Admin Junior Buyer Buyer Senior Buyer Salary: Entry Salary: Experienced: Senior: Head:
£18,000 - £25,000 £35,000 - £60,000 £55,000 - £70,000 £59,000 - £80,000+
www.marketingoffashion.com
FASHION PR & MARKETING MANAGER
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The objective of the PR manager is to create, develop and manage relations with the public in order to reach the objectives set by the company.
Required skills/profile: proactive, reactive, innovative and creative capacity, leadership skills, comprehension of company objectives, communication skills.
Responsibilities include image, communication and company relations. Public relations include research analysis, project planning of specific programs and valuation of the results taken.
Career Path: PR / Marketing Assistant PR / Marketing Manager PR / Marketing Manager Salary: Entry Salary : Experienced: Senior:
£18,000 £30,000+ £50,000+
www.marketingoffashion.com
SO CI A M LM AN ED AG IA ER
M AR M KET AN I AG NG ER
ON LIN E
M AR M KET AN I AG NG ER
PR /
M AR DI KET RE CT ING OR
PR /
£27,300
£30,256
£30,969
£35,177
£38,294
£42,328
£66,000
£50,000 £99,000
SALARY IN LONDON
SALARY OUTSIDE LONDON
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EN TR Y L SA EVE LA L RY
EX PE RIE NC ED
SE NI OR
£15,000 £18,000
£25,000 - £35,000
£75,000+
STYLIST / CREATIVE DIRECTION The Fashion Stylist is an expert in style and image making. The stylist creates the final image that represents a brand by inventing icons, images and ‘looks’ for all players in the fashion world: designers, magazines, retailers, advertising agencies and celebrities. A fashion stylist works on photo shoots, look books, shows or maga zines. Fashion Stylists create future trends. They understand how to position a brand and act as liaison between photographers, designers and editors.
Required skills/profile: teamwork, creativity, visionary, marketing and communication skills. Typical Career Path: Fashion Assistant Fashion Stylist Fashion Director / Creative Director Salary: Entry Salary: Experienced: Senior:
£15,000-£18,000 £25,000-£35,000 £75,000+
To become a professional in this field not only requires specific competencies but also a highly developed aesthetic vision and talent, indispensable to understanding and absorbing the most innovative concepts.
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www.marketingoffashion.com
FASHION JOURNALIST The fashion writer produces editorial text for all fashion media such as fashion magazines, newspapers, catalogues, fashion & design websites or blogs, and TV. They can work on a freelance basis, usually combining their skills of writing with a fashion photographer to produce a complete service, or within the editorial department of a company. More than just a journalist or copywriter, the fashion writer actually goes one step further to give an opinion or a value to a story, therefore becoming influential and powerful opinion leaders within the fashion industry.
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Required skills/profile: Excellent communication and writing skills, attention to detail, knowledge of the fashion industry past and present, creativity, analytical and research skills. Career Path: Editorial Assistant Staff Fashion Writer Fashion Editor Salary: Entry Salary: Experienced: Senior:
£ 18,000 £45,000+ £47,000-£100,000
www.marketingoffashion.com
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SENIOR
EXPERIENCED
ENTRY LEVEL SALARY
£18,000
£45,000
£47,000 - £100,000
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EN TR Y L SA EVE LA L RY
EX PE RIE NC ED
SE NI OR
£19,000
£35,000 - £40,000
£45,000+
PRODUCT DEVELOPER The product development manager specialises in product development and planning. With an understanding of manufacturing processes and techniques their goal is to take a product from concept to commercialisation. The product development manager finds opportunities within the marketplace using market research, forecasts and plans sales, and assists the product manager on promotional planning and marketing.
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Required skills/profile: creativity, excellent analytical skills, global vision, understanding of fashion manufacturing processes & techniques. Career Path: Product Development Assistant Product Development Product Development Manager Salary: Entry Salary: Experienced: Senior:
£19,000 £35,000-£40,000 £45,000+
www.marketingoffashion.com
BRAND MANAGER The Brand Manager is both visionary and creative, managing the potential of a label as well as its legacy. Leading and relational, they work on tangible and intangible values, competitive and yet beyond competition through innovation. They work in and out of the box being involved from production to communication.
Required skills/profile: creativity, analytical skills, global vision, assertiveness and leadership.
The brand manager is a specialist in shaping, preserving, renewing and marketing a fashion brand in its singularity and positioning. The fashion brand manager takes strategic decisions and implements them through the pipelines of production, distribution and communication, often in direct contact with a creative or art director.
Salary: Entry Salary: Experienced: Senior:
Career Path: Junior Product Manager Product Manager Brand Manager 18,000-£25,000 £30,000-£45,000 £50,000 +
In companies with a portfolio of brands, the brand manager is in charge of protecting the identity of each brand and applying licensing policies. Ultimately, this figure is responsible for planning, budgeting and auditing the brand performance according to its goals and established timelines.
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www.marketingoffashion.com
£50,000+
£40,000+
SENIOR BRAND MANAGER MANAGER
£44,889
£39,000
BRAND MANAGER
£23,230
£22,731
SALARY IN LONDON SALARY OUTSIDE LONDON
JUNIOR PRODUCT MANAGER / DEVELOPER
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EN TR Y L SA EVE LA L RY
EX PE RIE NC ED
SE NI OR
£25,000
£40,000 £45,000
£60,000+
TREND FORECASTING As the fashion consumer becomes increasingly demanding and the pace of fashion change speeds up, so trend forecasting agencies and freelance consultants see fashion brands turn to them for accurate, concise, fashion forward direction. They work with trend scouts and design journalists and use a combination of intuition, experience, research and analysis to guide clients in scoping out their future design, marketing and brand decisions, helping them stay one step ahead of their competitor. By constantly having their finger on the pulse of change, forecasters are able to produce on line direction in the form of: thematic trend direction, colour and material suggestions, as well as strategic and creative strategies.
Required skills/profile: an inquisitive analytical mind, a global vision, sharp communication and editorial skills, but above all an insatiable appetite for the next big thing. Career Path: Trend assistant / Trend scout Associate Editor Editor Trend Manager Trend Director Salary: Entry: Experienced : Senior:
ÂŁ25,000 ÂŁ40, 000-45,000 ÂŁ60, 000 +
Subscribers vary hugely from raw material producers to finished product manufacturers, fashion and lifestyle retailers and brands. 19
www.marketingoffashion.com
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DE PU TY M AN AG ER
M AN AG ER
M AN AG ER
£43,896
ST OR E
AR EA
OP ER M ATI AN O AG NS ER
RE TA IL
£47,175 £43,152 £40,365
£35,864
£29,607 £22,437
£20,375
RETAIL MANAGEMENT The store/retail manager plays an important strategic role within a fashion company, responsible for the day to day management of a store or outlet, the retail manager is the interface between the company and the consumer. Main objectives include improving commercial performance through incrementing sales and maximising profitability. The store manager organises and manages staff, goods, sales areas, point of sale displays, and customer care. They analyse local competitors and organise promotions, events and special initiatives within the store.
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Required skills/profile: proactive, reactive, innovative and creative capacity, leadership skills, comprehension of company objectives. Career Path: Deputy Store Manager Store Manager District Manager Retail Operations Manager Salary: Entry Salary: Experienced: Senior:
£20,000-£22,000 £29,000-£43,000 £43,000-£50,000
www.marketingoffashion.com
DIGITAL COMMERCE FOR FASHION The growing importance of digital and multichannel in fashion businesses is reflected in the fact that roles in this areaparticularly at senior level- are some of the most handsomely rewarded of any retail department. The average salary nears £72,000 for an e-commerce or multichannel director, though some jobs can command more than £100,000.
Required Skills / Profile: Experience in digital media strategy, technical understanding and skills, fashion awareness, communication skills, innovative, leadership and creativity. Career Path: Digital Planning Assistant Junior Digital Commerce Manager Digital Product Manager Salary Entry Salary: Experienced: Senior:
£28,000 £35,000 £70,000+
Head or director of digital in a large company can earn in excess of £100,000.
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www.marketingoffashion.com
PL AS AN SIS NIN TA G NT
DI GI TA L
ECO M M ME AN R AG CE ER
CO M DI ME RE R CT CE OR
DI GI TA L
£29,667
£35,000
£36,048
£45,000
£71,963
£110,000
SALARY IN LONDON
SALARY OUTSIDE LONDON
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ADMISSIONS INFORMATION Typical Entry Requirements A Levels: ABB IB: 32 Points 16 at High level
Admissions Contact Info: Telephone: +44 (0)23 8059 6900 Fax: 023 8059 6901 Email: ugapply.fbl@soton.ac.uk
How to Apply Applications are made via UCAS. You are not required to submit a portfolio for applications to this programme.
Programme Leader Contact Info: Name: Amanda Bragg-Mollison Email: a.bragg-mollison@soton.ac.uk
For the most up-to-date admissions information please check the UCAS website: http:// www.ucas.co.uk/ Scholarships The Winchester School of Art aims to attract the very best Art & Design students in the UK. We have a range of academic scholarships availiable to those students who have achieved excellent results in their academic studies prior to joining us at the School. For more information see our website here: http://www.soton.ac.uk/wsa
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Blog address: www.marketingoffashion.com Guide produced in association with:
Graphics courtesy of Drapers:
BA HONS FASHION MARKETING & MANAGEMENT CAREERS GUIDE
Winchester School of Art University of Southampton Park Avenue Winchester SO23 8DL United Kingdom http://www.soton.ac.uk/wsa http://www.marketingoffashion.com/ +44 (0)23 8059 6900