Brand Manager: who they are, what they do and how to become one
Published by IIFM – Italian Institute of Fashion Management
16 September 2025
Are you fascinated by the world of fashion but wondering how to turn your passion into a real career? Then you’ve probably considered roles like stylist or designer. But the fashion system is a much broader and more complex ecosystem, made up of crucial roles that operate behind the scenes to ensure the success of every collection and every brand.
Among these, the Brand Manager is a key figure, increasingly in demand and decisive for a company’s success.
In an era where consumers buy not only a product but also a story, an emotion, and a set of values, managing brand identity has become the ultimate strategic element. But what exactly does a Brand Manager do? What skills are required? And above all, how can you start this career?
Keep reading to find out the answers to these questions and to understand how targeted training can open the doors to this fascinating and fast-growing role.
Who is the Brand Manager and what is their role in a fashion company
The Brand Manager is the guardian of a brand’s identity. They don’t just sell products; their main task is to ensure that the public perceives the brand in a consistent and recognizable way, strengthening its value and reputation.
In the fashion industry—where image, values, and brand storytelling can be worth more than the product itself—this role takes on fundamental strategic importance.
Think of brands like Gucci or Prada: their success is not only about fabric quality but about the imagery they’ve built over time, and it’s the Brand Manager who shapes that imagery.
Key responsibilities of a Brand Manager in fashion
The responsibilities of a Brand Manager are many and complex, requiring a mix of creativity and analytical skills. The main tasks include:
- Market and competitor analysis
Studying the market, monitoring trends, and analyzing competitor strategies. - Brand positioning
Defining the target audience, brand values, and key messages. From logo design to ad campaigns, everything must align with this strategy. - Supervising communication campaigns
Working with marketing, PR, and creative teams to launch collections and initiatives that reflect the brand identity. - Product lifecycle management
Overseeing all stages, from concept to launch, ensuring products align with brand standards and values. - Data-driven decisions
Using consumer insights and feedback to adapt strategies and optimize results.
Skills needed to become a Brand Manager
To succeed in this role, both hard and soft skills are essential.
Technical skills include advanced marketing knowledge, data analysis and interpretation, and strong understanding of the fashion market. Staying updated on digital marketing, social media, and visual communication is also crucial.
Soft skills are just as important: leadership, strong communication skills, teamwork, and the ability to collaborate across creative and financial departments. In fashion, a Brand Manager must also have an innate sensitivity to cultural trends, anticipate consumer preferences, and translate them into brand strategy.
Recommended educational path
Becoming a Brand Manager requires focused study and specialization. While degrees in marketing, communication, or economics provide a solid foundation, a master’s degree or specialized course in fashion can be a real career booster.
The Italian Institute of Fashion Management (IIFM) offers a program designed specifically for this path: the Master in Fashion Brand Management. It combines theory with practice through project work and insights from industry professionals.
Where Brand Managers work and specializations
Brand Managers can work in diverse contexts: luxury maisons, emerging labels, accessory companies, or branding agencies.
They can also specialize in areas such as:
- Digital Branding: Managing brand identity on digital and social channels.
- Sustainable Marketing: Working with brands that focus on sustainability, an ever-growing trend in fashion.
Salary and career growth
Salaries vary by experience and company size. In Italy, a junior Brand Manager earns €25,000–€35,000 gross annually, while a senior profile with years of experience can exceed €70,000. Figures depend on company size, market, and location.
Career growth is excellent: with experience, one can aim for positions such as Marketing Director, Brand Strategist, or Chief Marketing Officer (CMO).
Why this role is so in-demand in today’s fashion industry
The Brand Manager role has never been more central. Digitalization has multiplied brand-consumer touchpoints, making consistency critical. At the same time, sustainability and ethics demand transparent, authentic values. Fashion companies no longer look for simple sellers but for professionals who combine strategic vision with aesthetic sensibility.
Fashion thrives on emotions, but success comes from managing them with method and professionalism. Programs like IIFM’s don’t just provide technical tools but also direct exposure to the professional world and valuable networking opportunities.
The final touch: the era of “Brand-Centrism”
Fashion, always a mirror of society, is experiencing a silent revolution. Today we don’t just buy clothes—we buy identities. Think about how sneakers connect us to entire cultures, or how a luxury handbag places us in a universe of elegance and prestige. The Brand Manager is the storyteller who builds bridges between products and their deeper meaning. Their true magic lies in turning an object into an icon and a name into an emotion. Are you ready to become the next architect of a successful brand?
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