Fashion industry's new fundas

 The fashion industry today is not just about creativity in designs, it has become the most sought after job centre for various new professions giving lucrative opportunities

OddNaari OddNaari Mar 05, 2013

The fashion industry today is not just about creativity in designs, it has become the most sought after job centre for various new professions giving lucrative opportunities

An industry that's ideal for the ones with a creative bent of mind, the world of fashion has evolved faster than most other sectors. However, designing capabilities are not all that it requires. Skills in marketing, merchandising, manufacturing and management of the final products, as well as brands, are also of utmost importance.

Paying heed to the growing demands of the fashion industry and address the need for professional in other areas, Pearl Academy of Fashion ( PAF) has come up with some new courses. B. A. Honours in Luxury Brand Management and a Postgraduate Diploma in Fashion Promotion and Events ( PGDFPE) promise to focus on the fields of fashion other than designing.

Sharmila Katre, Professor and HOD, Business and Technology Department, PAF, reveals that after completing the PGDFPE, students can expect to join the industry as event managers, public relations professionals with a fashion industry focus, fashion publicists, fashion communication managers and fashion promotion executives. The eligibility for this two- year programme is graduation in any discipline.

The course on Luxury Brand Management, however, is a new concept for Indian markets. Dr. Tarun Panwar, Professor and HOD, Department of Retail, PAF, highlights the relevance of the course for the youth and the industry. " The Indian luxury segment has witnessed a robust growth of almost 20 per cent over the past few years and is forecasted to grow at 25 per cent in 2013, but faces a critical problem which is manpower lacking in luxury expertise," Panwar says.

" The big luxury players of the country have often spoken to PAF about the requirement of human talent with formal education into luxury. A research survey, conducted by the PAF, also conveyed that there is a huge base of luxury education aspirants which has remained untapped so far. All these developments led to the introduction of this special fouryear course in Luxury Brand Management," he added. The eligibility for this under- graduate programme is passing 10+ 2 in any discipline, with a minimum of 50 per cent score.

What are the skills required? " The management of a luxury brand requires specific skills, with the ability to maintain the strong characteristics of one's brand in the fast moving markets," Franck Dardenne, General Manager, TAG Heuer India, tells you. " Managing creativity is also always a challenge. In a brand like TAG Heuer, you always have to be faithful to the spirit of a creator Edouard Heuer who created the brand in 1860. And you can do that by hiring the right kind of professionals," he adds.

As far as remuneration is concerned, a fresher can expect a starting salary between Rs 6 to 8 lakh per annum in Luxury Brand Management. However, those looking for an employment after studying fashion promotion and events can expect to earn about Rs 20,000 to Rs 25,000 per month.

The Indian fashion industry is moving up the fashion value chain and is witnessing expansion of both domestic and global fashion brands. With the rapid expansion of the industry, it is fast becoming organised which implies creation of specialised job opportunities. " There is a lot of scope and numerous job opportunities within the industry. For instance, in addition to design, one can join a fashion label as a strategist, event and fashion shows organiser, communication and marketing director, product or brand manager," says Saket Dhankar, Head, Fashion, IMG. " One must exhibit a lot of talent and should exude style in everything he/ she does. One must also possess the ability to be original and creative," he adds.

Many of these fashion programmes are designed to give a deep comprehension of how products and brands are promoted in the worldwide fashion industry, exposing students to the tactical and strategic promotional tools used in the dynamic fashion environment.

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