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Reutlingen University

ACADEMIC EDUCATION

WORLDWIDE

Purpose - The purpose of this paper is to describe and discuss the current state of fashion business academic education worldwide. This is motivated by the wish to de- velop recommendations for the fashion business bachelor program of Reutlingen Uni- versity Design/methodology/approach - This paper is based on a systematic review of rele- vant fashion business academic programs. A qualitative comparison is conducted through a categorization of the programs' content and a score system eǀaluating the Findings - Key findings were that several factors ensure successful fashion business education: Industry connections, international networks, project-based work, person- alized career services and innovative approaches in teaching that include all steps along the fashion value chain. Research limitations/implications - The research was primarily limited due to the limited number of schools assessed. As a result of the restricted time frame, those schools that were presented could only be analyzed regarding a few aspects. Future research should focus on a more in-depth analysis and further-reaching comparisons, e.g. comparisons with teaching concepts outside the fashion business area or with requirements by fashion companies. Keywords - Keywords: fashion business academic education, fashion schools, luxury fashion, fashion marketing, fashion management, fashion merchandising, sustainabil- ity in fashion Paper type - Research paper (qualitative comparison)

List of Contents

List of Tables ................................................................................................................. 3

List of Figures ................................................................................................................ 4

List of Abbreviations ..................................................................................................... 9

1 Introduction and Motivation .......................................................................... 10

2 Methods and Overview .................................................................................. 10

3 Finding Relevant Fashion Business Academic Programs ................................ 12

4 Presenting and Comparing Relevant Fashion Business Academic Programs . 13

5 Qualification Profiles of Ranked Universities ................................................. 16

6 Qualification Profiles of Partner Universities ................................................. 68

7 Qualification Profiles of Universities Offering Fashion and Luxury

Master Programs ............................................................................................ 87

8 Discussion ....................................................................................................... 90

9 Conclusion and Recommendations for Reutlingen University ....................... 94

10 Limitations and Further Research................................................................... 95

List of References ....................................................................................................... 96

Declaration of Authorship ........................................................................................ 112

List of Tables

Table 1: Initial and Revised Code Business - Own Table ............................................ 14

Table 2: Final List of Categories and Subcategories for Business - Own Table .......... 15 Table 3: Top Five Ranking Universities in 2016 - Own Table ...................................... 90

List of Figures

Figure 1: Polimoda - Level of Specialization: Business of Fashion, Bachelor - Own

Illustration................................................................................................................... 17

Figure 2: Polimoda - Level of Specialization: Fashion Marketing Management, Bachelor

- Own Illustration ........................................................................................................ 18

Figure 3: Polimoda - Level of Specialization: Fashion Merchandising and Buying,

Master - Own Illustration ........................................................................................... 19

Figure 4: Polimoda - Level of Specialization: Fashion Trend Forecasting, Master - Own

Illustration................................................................................................................... 20

Figure 5: Polimoda - Level of Specialization: Fashion Brand Management, Master -

Own Illustration .......................................................................................................... 21

Figure 6: Polimoda - Level of Specialization: Fashion Marketing and Communications,

Master - Own Illustration ........................................................................................... 22

Figure 7: LCF - Level of Specialization: Fashion Visual Merchandising and Branding,

Bachelor - Own Illustration ......................................................................................... 23

Figure 8: LCF - Level of Specialization: Fashion Buying and Merchandising, Bachelor -

Own Illustration .......................................................................................................... 24

Figure 9: LCF - Level of Specialization: Fashion Management, Bachelor - Own

Illustration................................................................................................................... 25

Figure 10: LCF - Level of Specialization: Fashion Marketing, Bachelor - Own Illustration

.................................................................................................................................... 26

Figure 11: LCF - Level of Specialization: Fashion Entrepreneurship, Master - Own

Illustration................................................................................................................... 27

Figure 12: LCF - Level of Specialization: Fashion Retail Management, Master - Own

Illustration .................................................................................................................. 28

Figure 13: LCF - Level of Specialization: Strategic Fashion Marketing, Master - Own

Illustration .................................................................................................................. 29

Figure 14: LCF - Level of Specialization: Strategic Fashion Management, Master - Own

Illustration .................................................................................................................. 30

Figure 15: SCAD - Level of Specialization: Fashion Marketing and Management,

Bachelor - Own Illustration ......................................................................................... 31

Figure 16: SCAD - Level of Specialization: Luxury and Fashion Management, Master -

Own Illustration .......................................................................................................... 32

Figure 17: RMIT University - Level of Specialization: Master of Fashion

(Entrepreneurship), Master (only core) - Own Illustration ........................................ 34

Figure 18: Parsons - Level of Specialization: Strategic Design and Management, BBA -

Own Illustration .......................................................................................................... 35

Figure 19: Parsons - Level of Specialization: Strategic Design and Management, Master

- Own Illustration ........................................................................................................ 37

Figure 20: FIT - Level of Specialization: Fashion Business Management, Bachelor - Own

Illustration .................................................................................................................. 38

Figure 21: FIT - Level of Specialization: Production Management: Fashion and Related

Industries, Bachelor - Own Illustration ....................................................................... 40

Figure 22: Istituto Marangoni - Level of Specialization: Foundation Year - Own

Illustration .................................................................................................................. 41

Figure 23: Istituto Marangoni - Level of Specialization: Fashion Business, Bachelor -

Own Illustration .......................................................................................................... 43

Figure 24: Istituto Marangoni - Level of Specialization: Fashion Business and Buying,

Bachelor - Own Illustration ......................................................................................... 44

Figure 25: Istituto Marangoni - Level of Specialization: Fashion Business, Communication and New Media, Bachelor - Own Illustration ................................... 45 Figure 26: Istituto Marangoni - Level of Specialization: Contemporary Fashion Buying,

Master- Own Illustration ............................................................................................ 46

Figure 27: Istituto Marangoni - Level of Specialization: Fashion Luxury and Brand

Management, Master - Own Illustration .................................................................... 47

Figure 28: ESMOD - Level of Specialization: Fashion Business Strategy and

Communication, Bachelor - Own Illustration ............................................................. 48

Figure 29: ESMOD - Level of Specialization: International Luxury Brand Management and International Sales and Market Development, Master - Own Illustration .......... 49 Figure 30: ESMOD - Level of Specialization: Sustainability in Fashion, Master - Own

Illustration................................................................................................................... 50

Figure 31: University of Westminster - Level of Specialization: Fashion Buying Management (international), Bachelor - Own Illustration ......................................... 52 Figure 32: University of Westminster - Level of Specialization: Fashion Marketing and

Promotion, Bachelor - Own Illustration ...................................................................... 53

Figure 33: University of Westminster - Level of Specialization: Fashion Merchandise

Management, Bachelor - Own Illustration ................................................................. 54

Figure 34: University of Westminster - Level of Specialization: Fashion Business

Management, Master - Own Illustration .................................................................... 55

Figure 35: Kent State University - Level of Specialization: Fashion Merchandising,

Bachelor - Own Illustration ......................................................................................... 56

Figure 36: Philadelphia University - Level of Specialization: Fashion Merchandising and

Management, Bachelor - Own Illustration ................................................................. 58

Figure 37: Philadelphia University - Level of Specialization: Global Fashion Enterprise,

Master - Own Illustration ........................................................................................... 59

Figure 38: Ravensbourne College - Level of Specialization: Fashion Buying and Brand

Management, Bachelor - Own Illustration ................................................................. 61

Figure 39: Ravensbourne College - Level of Specialization: Luxury Brand Management

Innovation, Master - Own Illustration ........................................................................ 62

Figure 40: AMFI - Level of Specialization: Fashion and Textile Technologies - Specialization: Fashion & Management, Bachelor - Own Illustration ........................ 63 Figure 41: AMFI - Level of Specialization: Fashion Enterprise Creation, Master - Own

Illustration .................................................................................................................. 64

Figure 42: IED - Level of Specialization: Fashion Marketing and Communication,

Bachelor - Own Illustration ......................................................................................... 66

Figure 43: IED - Level of Specialization: Luxury Marketing Management, Master - Own

Illustration .................................................................................................................. 67

Figure 44: IED - Level of Specialization: Fashion Marketing, Master - Own Illustration

.................................................................................................................................... 68

Figure 45: Amsterdam Fashion Academy - Level of Specialization: Fashion Business,

Bachelor - Own Illustration ......................................................................................... 69

Figure 46: Heriot Watt University - Level of Specialization: Fashion Marketing and

Retailing, Bachelor - Own Illustration ......................................................................... 70

Figure 47: Heriot Watt University - Level of Specialization: International Fashion

Marketing, Master - Own Illustration ......................................................................... 72

Figure 48: Heriot Watt University - Level of Specialization: Ethics in Fashion, Master -

Own Illustration .......................................................................................................... 73

Figure 49: PolyU - Level of Specialization: Fashion Merchandising, Master - Own

Illustration .................................................................................................................. 74

Figure 50: London Metropolitan University - Level of Specialization: Fashion Marketing and Business Management, Bachelor - Own Illustration ........................................... 75 Figure 51: Saxion - Level of Specialization: Fashion & Textile Technologies, Bachelor -

Own Illustration .......................................................................................................... 77

Figure 52: The Swedish School of Textiles - Level of Specialization: Fashion Marketing

and Management, Master - Own Illustration ............................................................. 78

Figure 53: The Swedish School of Textiles - Level of Specialization: Textile Value Chain

Management, Master - Own Illustration .................................................................... 80

Figure 54: VIA University - Level of Specialization: Design, Technology & Business - Specialization: Branding & Marketing Management, Bachelor - Own Illustration .... 81 Figure 55: VIA University - Level of Specialization: Design, Technology & Business - Specialization: Purchasing Management, Bachelor - Own Illustration ...................... 83 Figure 56: VIA University - Level of Specialization: Design, Technology & Business - Specialization: Retail Design & Management, Bachelor - Own Illustration ............... 84 Figure 57: Winchester School of Art - Level of Specialization: Fashion Management,

Bachelor - Own Illustration ......................................................................................... 85

Figure 58: Winchester School of Art - Level of Specialization: Fashion Marketing,

Bachelor - Own Illustration ......................................................................................... 86

Figure 59: SDA Bocconi - Level of Specialization: Fashion, Experience & Design

Management, Master - Own Illustration .................................................................... 88

Figure 60: Bologna Business School - Level of Specialization: Design, Fashion and

Luxury Goods, MBA - Own Illustration ....................................................................... 89

Figure 61: Comparison of Relevant Programs with IFR Bachelor Program - Level of

Practical vs. Theoretical Education - Own Illustration ............................................... 93

Figure 62: Comparison of Relevant Programs with IFR Bachelor Program - Level of

Internationality - Own Illustration .............................................................................. 93

List of Abbreviations

AAS .......................................................................................... Associate Degree, degree

AMFI ................................................................................. Amsterdam Fashion Institute

AP ....................................................................... Academic Professional Degree, degree

BBA ...........................................................Bachelor of Business Administration, degree

BoF ................................................ Business of Fashion, website about fashion industry

e.g. .....................................................................exempli gratia, Latin for "for example"

ESMOD ........................................... École supérieure des arts et techniques de la mode

etc. ............................................................................. et cetera, Latin for "and so forth"

FIT ................................................................................. Fashion Institute of Technology

HR ....................................................................................................... Human Resources

IED .......................................................................................... Istituto Europeo di Design

IFR ................ International Fashion Retail, bachelor program at Reutlingen University

LCF ........................................................................................ London College of Fashion

MAFED ......................................... Master Fashion, Experience & Design Management, master program at SDA Bocconi

MBA ............................................................ Master of Business Administration, degree

NGO ............................................................................ Non-Governmental Organisation

PolyU ......................................................................... Hong Kong Polytechnic University

resp. ............................................................................................................. respectively

RMIT .............................................................. Royal Melbourne Institute of Technology

SCAD ...................................................................... Savannah College of Art and Design

SCM ...................................................................................... Supply Chain Management

SDA ...................................................................................Scuola di Direzione Aziendale

vs. .......................................................................................................................... versus

1 Introduction and Motivation

The first step of each research project is to define the motivation driving the project and its aim: This paper's aim is to describe and discuss the current state of fashion business academic education worldwide. This is motivated by the wish to develop rec- ommendations for the fashion business bachelor program of Reutlingen University. To give a constructive description of the status quo, two questions were defined to guide the analysis: What do the most successful programs have in common regarding concept and content? What forward-looking concepts are there in terms of current and future chal- lenges of the fashion industry? A qualitative comparison of qualification profiles of different fashion business pro- grams worldwide was then performed on basis of these. The two questions are relevant and worth discussion as they close a research deficit and lead to practical adǀice for Reutlingen Uniǀersity's Teǆtile and Design department. Research in this field is insufficient, as even though there are various rankings evalu- ating fashion schools, none of them gives a comprehensive overview of fashion busi- ness programs in particular. On the contrary, most of the rankings put an emphasis on fashion design programs. Also, no direct comparison with Reutlingen Uniǀersity's International Fashion Retail (IFR) program has been performed so far.

2 Methods and Overview

The basic understanding of this research paper is empiristic, questions will be an- swered using observation and scientific methods. This requires a determination of which methods to use. 11 Method is deriǀed from the Greek term methodos, which means ͞the way leading to something". Loosely translated a method is the scientific way from collecting empiri- cal data to processing it, in order to gain answers to one or several research questions (Hug, Poscheschnik, Lederer, & Perzy, 2015, p. 81). The process is therefore divided into three steps: Data collection, data processing and data evaluation (Hug et al., 2015; Mayring, 2008). For this paper the data collection started with a research via Google and EBSCOhostquotesdbs_dbs14.pdfusesText_20

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