Why Fashion Needs Managers, Not Just Designers

Published by IIFM – Italian Institute of Fashion Management
Milano, 15 May 2025

When people think of fashion, they often picture designers sketching new collections or runway shows filled with creativity and glamour. But the truth is, the fashion industry today needs much more than just creative talent. Behind every successful brand is a team of skilled managers who make sure everything runs smoothly—from marketing and supply chain to digital innovation and sustainability.

Why the Growing Demand for Fashion Managers?

The fashion sector has become increasingly complex and globalized. Brands must adapt quickly to changing consumer habits, digital transformation, sustainability challenges and most importantly fashion is evolving into a meta-industry: from luxury, to experiences, to retail food & hospitality and brand extensions. This creates a high demand for professionals with strong management skills who understand both the business and creative sides of fashion.

Roles like Brand Manager, Licensing Manager, Digital Marketing Specialist are now essential to a fashion company’s success. These managers plan product launches, oversee production logistics, design marketing campaigns, and implement eco-friendly strategies—all vital for staying competitive.

Bridging the Gap: From Creativity to Management

Many students interested in fashion hesitate between pursuing creative or managerial studies. However, the best fashion professionals often combine creativity with business acumen. Understanding from one side how creativity runs in fashion, together with how to manage projects, teams, and strategies, from collection development to the marketing side, amplifying a designer’s work and helps launch successful brands.

Fashion management programs focus on developing these skills—teaching students how to think strategically, to know business models, and to understand and manage the creative side of fashion too. These programs open doors to diverse career paths beyond design, with a clear focus on real-world industry needs and start-up too.

Why Choose a Fashion Management Path?

If you’re passionate about fashion but also interested in business, technology, or sustainability, a management degree in fashion might be the perfect fit. It offers:

• A broad skill set applicable across the fashion value chain
• Opportunities to work in marketing, digital, CRM, business management, brand management
• Connection with brands and industry professionals through internships and projects
• A future-proof career in a fast-evolving global market

At IIFM, we prepare students to become these versatile professionals—balancing creativity and business knowledge to lead the future of fashion.

If you want to learn more about how fashion management can unlock your career potential, explore our Master’s and Short Courses in Fashion Business, Marketing, Digital Strategy, and Brand Management.