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Fashion of the future

E-fashion is expected to give a fillip to Web-based jobs in the years to come

education Updated: Mar 24, 2010 09:11 IST
HT Horizons Correspondent

Paolo Meroni, who teaches fashion business, brand management, fashion promotion and fashion buying courses at the Istituto Marangoni, in Paris, France, talks about the Masters course in E-Fashion that the institute has introduced.

What is e-fashion?
After a long phase of mistrust and caution, E-commerce has been introduced in many fashion companies in the past few years. It was once considered too cheap to be used as a sales tool but now it is adopted without reservations, attracting large investments. Now, one can find a wide range of products online offered by both mass-market fashion companies and luxury companies.

In this new vision, Web retailing stores play a democratic game. Different companies compete on equal terms, and imagination and creativity win the battle to conquer the attention of fashion victims.

What is its scope in India?
The Internet is leading to the development of many new professional roles. E-fashion, in particular, will need people with these professional skills: Online store manager, Web visual merchandiser, customer intelligence manager, digital brand manager, Web marketing specialist, social network coordinator, Web copywriter, Web video maker or Web art director. There will also be opportunities for photographers, buyers, IT and logistic experts. Young designers can promote their small collection online without spending a lot of money.

There will be also be opportunities for photographers, buyers, IT and logistic experts.

Also, Internet retail is growing by 20 per cent in average in the past five years while the other channel retail only by 2 per cent. From 2007 to 2011, e-commerce will increase by 20 per cent in Europe, 15 per cent in USA, and 20 per cent in the far east. The clothing sector in Italy has increased by 52 per cent from 2007 to 2008. If we don’t consider the services (like tourism, ticket, insurance, publishing, etc) that are selling on the web (70 per cent of the total), clothing is 20 per cent of the online turnover. The Istituto Marangoni has just launched a brand new Master’s programme in E-fashion for the academic year 2000/2011, in collaboration with the world leader in commerce online: Yoox Group. All the 20 students – who will be selected on cv/motivation and portfolio if available – will have the unique chance then to do an internship into the Yoox Group team or as part of the websites teams of the brands partner of Yoox Group: Armani, Marni, Valentino, DSquares, Napapijri, Jil Sander, Moschino and Bally. What can be a better link to liaise creativity and business and to interact immediately with the leading companies in this field?

What are the skills required to start a career in this industry?
India is one of the major countries where we find talented students. Indian designers have an incredibile creative aptitude – but they need to have the proper tools for E-fashion.