MA International Fashion Brand Management: Phygital Luxury Fashion

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.

Disclaimer (trips): You must have all necessary visas ready at least 8 weeks before the first day of your trips. We have a dedicated International Office who will provide you with guidance on obtaining the necessary visas for the countries you are due to visit.

There is an alternative (non-international) version of this course for students who can’t attend the compulsory international trips.

We are unable to guarantee the international trips until the Covid-19 government restrictions surrounding international travel are lifted. If by the beginning of your course the restrictions are still in place, you will be transferred to the non-international visits version of this course, which follows an identical structure without the international trips and replacement assessments.

For further information, please contact Dr Alexander Aidan.