• IFM logo

Fashion Management: Brands, Communication & Distribution

Discover how to build a brand identity, how to translate it into the consumer experience, and how to successfully communicate it.

567 enrolled on this course

  • Duration

    3 weeks
  • Weekly study

    4 hours

Explore the world of fashion communication and branding

Get a world-class introduction on how to create a fashion brand, and then communicate that identity to an audience over social media.

Examine what it means to create a unique brand, and what modern consumers are looking for in terms of digital communication and fashion experience.

Discover how to create a fashion brand identity

You’ll explore what the building of a fashion brand entails, how fashion can play a positive societal role, and what they can represent beyond just clothes.

Understand what creating a brand identity means in the real world, and study the role of artistic directors in shaping what a fashion brand can look like.

Study the relationship between the fashion industry and social media

Social media and digital marketing has transformed the way fashion brands are able to reach an audience. On this course, you’ll identify just how the digital economy has transformed fashion, and how a fashion brand can tap into digital trends and social media channels.

You’ll get a firm grounding in the essentials of digital communication itself, what it means in the fashion industry, and how fashion has become part of the entertainment industry in the “age of awareness”.

Get fashion management training from experts

No one knows the nuances of the fashion industry better than the educators at Institut Français de la Mode, one of Paris’s top fashion schools.

You’ll leave this course with confidence in your understanding of fashion branding and communication, ready to progress to the next stage of this Fashion Management ExpertTrack.


  • Week 1

    The building of a fashion brand

    • Fashion brands and time 

      What is the special relationship between fashion brands and time?

    • Brands as social actors and social mirrors

      Far from being limited to a simple label on a garment, fashion brands can be considered as real social actors.

    • Beyond clothes : brands, style, and culture

      A fashion brand is not a clothing brand. Why?

    • Brand identity and the role of artistic directors

      Today, the artistic director is a central figure in the fashion brand. How to define his role?

    • Test yourself

      What did you learn this week?

  • Week 2

    Digital transformation of fashion

    • The new digital economy

      The emergence of the new digital economy

    • The transformation of fashion in the digital age

      The impact of digital on fashion industry

    • Fashion & the new digital trends

      Can we talk about a digitalisation of fashion?

    • The importance of "omnichannel"

      How can digital and physical approaches be reconciled?

    • Test yourself

      What did you learn this week?

  • Week 3

    Digital communication in the fashion world

    • Fundamentals of digital communication

      What are the fundamentals of digital communication?

    • How fashion is becoming part of the “entertainment economy”

      How do brands become media?

    • Social media and fashion: a new approach

      What has been the impact of the advent of social networks on fashion?

    • New paradigms of fashion communication in the “age of awareness”

      The new implications of social networks

    • Test yourself

      What did you learn this week?

Learning on this course

On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.

What will you achieve?

By the end of the course, you‘ll be able to...

  • Explore how to build a brand identity
  • Explain how to translate a brand identity into the consumer experience
  • Explore how to communicate a brand identity

Who is the course for?

Whether you’re a business student looking to specialise your skills for work in fashion or you’re a career changer trying to break into the fashion industry, this course will give you a thorough grounding in the fashion business from multiple professional perspectives.

Alongside students and professionals, this course will be beneficial if you’re already working in fashion as a product manager, product developer, designer, collection manager, business developer, or in fashion PR and communications to bring your skills up-to-date and in line with the fashion market today.

What software or tools do you need?

There are no specific entry requirements for this ExpertTrack except for a passion for fashion business and a desire to grow and specialise your business skills as a fashion professional.

You will need a strong grasp of the English language as the course is delivered in English.

Who will you learn with?

I lead the MSc Fashion & Luxury Management degree program at IFM in Paris. I hold a professional and teaching experience in fashion retail and cosmetics, luxury brand management, and fashion marketing

Who developed the course?

Institut Français de la Mode (IFM)

IFM (Institut Français de la Mode) is a higher education institution specialising in the textile, fashion, luxury and design industries, based in Paris, France.

Learning on FutureLearn

Your learning, your rules

  • Courses are split into weeks, activities, and steps to help you keep track of your learning
  • Learn through a mix of bite-sized videos, long- and short-form articles, audio, and practical activities
  • Stay motivated by using the Progress page to keep track of your step completion and assessment scores

Join a global classroom

  • Experience the power of social learning, and get inspired by an international network of learners
  • Share ideas with your peers and course educators on every step of the course
  • Join the conversation by reading, @ing, liking, bookmarking, and replying to comments from others

Map your progress

  • As you work through the course, use notifications and the Progress page to guide your learning
  • Whenever you’re ready, mark each step as complete, you’re in control
  • Complete 90% of course steps and all of the assessments to earn your certificate

Want to know more about learning on FutureLearn? Using FutureLearn

Learner reviews

Learner reviews cannot be loaded due to your cookie settings. Please and refresh the page to view this content.