• CollegeLCF
  • Start dateSeptember 2018
  • Course length12 months

MA Strategic Fashion Marketing

Places available 2018/19

This course has places available for international applicants only. Applications have now closed for UK and EU students.

A fashion marketing and management programme with a global reputation for success in launching fashion industry careers.

About this course

The MA Strategic Fashion Marketing provides a learning environment in which business graduates can develop both creative and strategic skills in fashion marketing and management.

It has an established record of recruiting high calibre international and home/EU students who predominately go on to develop successful middle management fashion marketing careers across the fashion industry spectrum.

Graduating students from across the Fashion Business School took part in FBS Summit 16, a showcase of student work that included talks, film and products.

Student Disha Jain.
Bryan Lanas

Read the story

UK launch for new perspectives on fashion business growth in India.

Pages from a feature on women's beauty, double paged spread with two shots of a model close-up in different poses.
Bening Amadea Kevala

Bening Amadea Kevala - View Showtime profile.

Justin Cooke, CEO of innovate7 (previously Chief Marketing Officer at Topshop and Vice President of PR at Burberry) speaks to LCF students on this fashion buying course.

Read more on LCF News

Justin Cooke, CEO of innovate7 (previously CMO at Topshop and VP of PR at Burberry) speaks to LCF students.


Course detail

The MA Strategic Fashion Marketing provides a learning environment in which business graduates can develop both creative and strategic skills in fashion marketing and management.

Course structure

12 months 3 terms level 7 180 credits

Term one

Fashion Business Strategy (20 credits)

Fashion Branding (20 credits)

Research Methods (20 credits)

Term two

International Marketing Strategies (20 credits)

Marketing Communications (20 credits)

Collaborative Unit (20 credits) - find out more

Term three

Masters Project (60 credits)

Travelling across London

The renowned London College of Fashion library is at our John Prince’s Street site, and you will need to travel to this site, and possibly others, during your course to use the library, which is open seven days a week in term time, and for tuition and special events.

Course structure

The information outlined is an indicative structure of the course. Whilst we will aim to deliver the course as described on this page, there may be situations where it is desirable or necessary for the University to make changes in course provision, for example because of regulatory requirements or operational efficiencies, before or after enrolment. If this occurs, we will communicate all major changes to all applicants and students who have either applied or enrolled on the course.

Please note that due to staff research agreements or availability, not all of the optional modules listed may be available every year.

In addition, the provision of course options which depend upon the availability of specialist teaching, or on a placement at another institution, cannot be guaranteed. Please check this element of the course with the course team before making a decision to apply.

Webpage updates

We will update this webpage from time to time with new information as it becomes available. In the meantime, if you have any questions, please contact a member of the course team.

Course units

The quality of the business environment in which fashion companies operate determines the strategy and competitive behaviour of firms. This unit explores various strategic models and theories and examines these in the context of the fashion business. The Fashion Business Strategy unit opens windows into strategic and creative thinking, analytical evaluation, and business strategy developments/models and decision-making. The global business environment is constantly changing and this affects the market condition, business structure, strategy and style. Emerging patterns of customer behaviour, demand value chain, saturation, substitution, barriers to entry and exit, the position of rival and potential firms, and corporate social responsibility strategies will be investigated and examined in the context of online/offline business models for the domestic, international and global marketplace.

The international fashion consumer increasingly seeks the tangible and intangible benefits of a wide variety of local and international fashion brands. Fashion brands and their associated marketing communications have now reached revered status throughout the global economy. The design, development, marketing and retailing (DDMR) of fashion brands have now become an increasingly important and integrated part of many fashion businesses. In the Fashion Branding unit you will investigate and examine all aspects of international fashion brand marketing and look at its significant modern growth from both a European and global perspective. This will enable you to acquire a sound theoretical and practical understanding of strategic fashion brand development and management.

The purpose of this unit is to introduce you to the range of research methods, approaches and tools that are available to you in order to conduct your post graduate project. The Research Methods unit will cover philosophy and ethics in research, primary and secondary research methods, including quantitative, qualitative and visual research methods, and how to analyse, evaluate and disseminate research findings. The unit will consider research in a range of contexts relevant to the cultural and creative industries and enable you to understand the relationship between theory and practice.

With the increasing globalisation of fashion brands, a knowledge and understanding of international market structures are essential requirements for those wanting to pursue a management career in the fashion industry. The International Marketing Strategies unit will enhance your analytical and planning abilities in developing appropriate strategies for both market entry, motivations for international growth and market expansion development stages and positioning. The internationalisation of retailer/brands marketing strategies will be explored to guide new multi-channel / omni-channel and digital routes to market for established and emerging markets.

The Marketing Communications unit will enable you to build a sound theoretical and practical understanding of the formulation and management of the marketing communication process. You will examine marketing communication strategies in the context of the highly competitive and fast moving global fashion industry. The changing marketing channels used by retailers/brands such as PR, digital/marketing social media, multi-media promotions, e-marketing communications and ethical and cause- related marketing will be explored to inform innovative marketing communication platforms and strategies. The return on investment and the financial accountability and pressure to deliver business results are also considered in the context of integrated marketing communication strategies.

The Collaborative Unit is designed to enable you to innovate, engage in developmental processes and participate in collaborative working practices. You will be encouraged to develop the professional negotiating and networking skills that you will need in order to be successful in the cultural and creative industries. The nature of this collaboration may be within your own course, with students on other courses or with industry. The project that you undertake will depend upon your discipline and the specific requirements of your course. Further details will be available in your unit handbook.

The Masters Project is an important piece of work central to achieving the course aims, which will provide an opportunity for you to demonstrate your knowledge and skills in relation to the course learning outcomes. Throughout the Masters Project, you are guided and supported by tutorials and peer and staff evaluation at interim stages. You will be allocated a supervisor for your project and will complete a learning contract outlining how you intend to develop and deliver your project. The Masters Project may take a variety of forms by negotiation and is assessed by presentation in an agreed format.

Showing your work

All students are advised to set up a profile on portfolio.arts.ac.uk, UAL’s new portfolio platform, which can be done at any point during your time at LCF and will last for up to 12 months after graduation. This platform is often used to source student work for promotional use on the website, social media and for print and can be a great way of getting your work seen. You may also be asked to have a portfolio profile for the selection process when it comes to degree shows.


Course team staff: Dr Ana Roncha, Dr Shuyu Lin, Dr Lynne Hammond, Julie O’Sullivan, Matteo Montecchi, Liz Parker, Lisa Maynard-Atem, Johnny Martin, Ioanna Mitropoulou, Peter Rees, Berit M Eis and Dr Paul Marsden.

Dr Ana Roncha
is the course director for the Master in Strategic Fashion Marking and former post-doctoral research fellow in Enterprise and Innovation at the Fashion Business School (London College of Fashion, University of the Arts London, UK). She lectures in the fields of Fashion Business Strategies, Strategic Branding, Marketing Communications and Marketing Management.
Ana holds a PhD in Design and Marketing Management for the Fashion Industry and previous degrees in Communication. With over 12 years of experience creating high-impact strategic programs for international fashion, beauty and lifestyle brands, Ana has previously worked in house as a Brand Manager as well as in agencies in the USA, UK and Portugal. Ana's research explores how innovation drives business development, value creation and leads to increased competitive advantage in the fashion sector. She has published in academic journals on the topics of strategic brand management, business model innovation for fashion and co-creation of value through sustainability and more recently co-authored a book on Strategic Fashion Management. Ana has also collaborated with Accenture and the World Economic Forum on projects related to the Future of Retail, Business Model Innovation and the impact of technology and changing consumer demand for the fashion and lifestyle industries.

Dr Lynne Hammond has a PhD from University of Kent/University of Creative Arts in fashion management exploring entrepreneurship strategies for designer start-ups. Have been working in Higher Education holding senior management positions with extensive experience in teaching and learning postgraduate programmes for fashion business environments and global supply chain strategies. Have been working with International development teams to build new partnerships and collaborations with countries in Europe and South East Asia. Have over 10 year’s experience of writing proposals and bids to gain funding to provide projects and opportunities to support curriculum and quality assurance in international environments.

Dr Paul Marsden is chartered by the British Psychological Society and works across WPP agencies in marketing communications, and for Brand Genetics Ltd in product innovation. He co-founded System1 Group (previously Brainjuicer) and appears on TV and radio discussing consumer trends and consumer psychology. He lectures within the Fashion Business School at London College of Fashion in psychology, marketing and consumer behaviour. He blogs at Digital Intelligence Today, the consumer psychology resource for digital marketers.

Berit M Eis is HPL Lecturer & Dissertation Supervisor with a specialism in Buying & Merchandising and Retail Strategy. She has an international retail career with 12 years of industry experience in Northern Europe, Spain, Hong Kong & New York. She works on B&M projects on an ad hoc basis - just redesigned the school uniform for a prestigious North London prep school and has previously blogged for Drapers. Education: PG Cert in Teaching & Learning, Certificate in Periodical Journalism, BA (Hons) Fashion Management, London College of Fashion.

Peter Rees DipM FCIM FRSA Chartered Marketer, has over 40 years of international business experience. Formerly VP Marketing of a global, publicly quoted media group and Associate Professor of Marketing at the American International University. He is a Senior Examiner at the Chartered Institute of Marketing (CIM) and is writing a number of new Postgraduate courses for the CIM’s Marketing Leadership Program. Peter is a Visiting Lecturer at the University of the Arts London.

Matteo Montecchi's expertise is strategic marketing for fashion, lifestyle and luxury products, digital and social media marketing and online retailing. He has extensive experience in teaching at undergraduate and postgraduate level, including MBA and executive courses.  Matteo’s research investigates how digital technologies and emerging social platforms influence the creation, development and management of fashion and luxury brands. Matteo has a Bachelor’s Degree in Business Economics (University of Modena and Reggio Emilia), an Executive Master in Marketing and Sales (SDA Bocconi School of Management and Esade Business School), a Master’s Degree by Research in Marketing (Birkbeck College, University of London) and a PgCert in Academic Practice.

Ioanna Eirini Mitropoulou is a multi-skilled researcher, creative and business consultant, with a BSc (Hon) in Psychology (BPS accredited), an MSc in Research Methods (ESRC accredited), a Diploma in Creative Media Platforms, a Certificate in Management (CMI), and the Celta with PTLLS teaching qualification. Prevalent themes in her research include consumer psychology, digital branding and communication strategies in emerging markets. Ioanna’s digital media work has been showcased at the Institute of Contemporary Art, in 2014/15. Her research and consultancy work can be viewed at: www.ioannamitropoulou.com

Liz Parker is a recognised leader in fashion sustainability education. She teaches fashion business, marketing and design students in higher education, co-edited 'Sustainable fashion: A handbook for educators’ and co-founded By the Fire. Liz is also a freelance researcher and project manager in sustainability and fashion business, specialising in workers' rights in garment supply chains having worked extensively with the Clean Clothes Campaign. Liz has a BA in International Relations and Development Studies from Sussex University, a PgCert in sustainability and systems thinking from Bath Spa University and a PgDip in Academic Practice from UAL. Her current research focuses on modern slavery and the representation of nature with sustainability texts.

Lisa Maynard-Atem is an accomplished Social Media Strategist and outstanding woman in retail nominee with a proven track record at the world’s most famous luxurious department store, Harrods where I worked with numerous luxury brands including CHANEL, Louis Vuitton, Fendi, Dolce & Gabbana and GUCCI. Built and developed a global social portfolio that now boasts over 2.5 million followers across key social media platforms - Facebook, Instagram and Twitter. Harrods is now the most followed luxury department store in Europe on Instagram and one of the most followed in the world, with over 1.1 million followers. Founder of The Social Word - a company that supports and develops advocacy via social media. Recently joined the London College of Fashion as an Associate Lecturer and regularly invited to speak at a various institutions and key events.
Massive passion for social media and the psychology behind it in terms of engagement and connecting with people.

Johnny Martin is an experienced Finance Director who now passionately explains business numbers and jargon. He is the author of the highly acclaimed book “Understanding Your Business Finances” and his workshops have been awarded “High Impact” status by Global Entrepreneurship Week.  He is a British Library Business & IP Centre partner and Mentor for the School of Communication Arts – the world’s best advertising school and the Royal College of Art as well as the London College of Fashion.

Dr Shuyu Lin’s expertise lies in value creation and appropriation in the fashion ecosystem. Her research aims to extend the application of network-based strategic management and social capital theories to the discipline of aesthetic innovation. Exploring both structural and relational mechanism in open innovation has been at the centre of her research interest. Following a BA in Journalism, Shuyu pursued her career in the fashion industry as a PR consultant and fashion editor. She then received the degree of MSc in Management with Marketing and PhD in Management from the University of Bath.

Julie O’Sullivan is an Academic and business professional with extensive experience across a range of sectors and a reputation for success. Business Development and knowledge transfer in the creative industry sector, Owner / manager skills in a creative photography partnership, Luxury Brand experience as Merchandise Manager for Gucci, strategic and operational responsibility in a UK based technology company with a large export base and excellent management skills developed in a global multinational. A broad spectrum of academic delivery has been developed from this knowledge base. Particular skills lie in effective delivery of teaching and learning, organisation, resource planning and team building. Senior Fellowship Higher Education Academy.

How to apply

Opportunities for all

We are committed to making university education an achievable option for a wider range of people and seek to recruit students from diverse socio-economic, cultural and educational backgrounds. We are committed to supporting all our students in achieving their potential both during and after their courses.

Home / EU and international applicants

This section includes information on how to apply, course entry requirements and selection criteria.

2018/19 entry

Both Home/EU and international students can apply for this course using our online application form – the link to this is below. Before you apply, we recommend you take some time to read the following details about the application process, including guidance on the extra information we will ask you to provide.

Alternatively, international applicants can apply through an overseas representative in your country.

Application form

You will need to enter the following information in the online application form:

  • Personal details (including full name; date of birth; nationality; permanent address and English language level)
  • Current and/or previous education and qualification details
  • Employment history

Before you can submit the form, you’ll also need to agree to the terms and conditions for how we process your data – these are explained in the form.

Please note, if you’re an international applicant we will need to contact you separately to ask for copies of certain documents (for example, English language qualification/certificate and copies of any previous UK study visas).

Extra information required for applications to this course

When you are submitting your application form, you will also need to provide the following pieces of documentation in support of your application:

Curriculum Vitae

You will be required to submit a Curriculum Vitae (C.V.) in support of your application. This should include your full education and employment history.

Personal statement

The personal statement is your opportunity to tell us about yourself and your suitability for the course that you intend to study.

Some key points to consider:

  • Make sure that personal statement is your own work and is about you.
  • Outline why you want to study the course you are applying to.
  • Try to link your skills and experience required to the course.
  • Demonstrate your interest and enthusiasm for the course and link these with your personality.
  • Make sure it is organised and literate (grammar, spelling, punctuation check).


Outline two contemporary fashion marketing trends that will be influential over the next five years in the global fashion industry. Please consider these questions when writing your response:

  • Why you consider these fashion marketing trends to be important.
  • What are the challenges for fashion marketing in the future.
  • What impact will these have on international business growth.

Write 1,000 words.

Study proposal

Write a study proposal of no more than 600 words (excluding references and bibliography), outlining the topic you would like to explore in your final MA dissertation.

If your application is successful, you will be able to change the topic once you join the course if you wish.

  • Briefly state the rationale (reason for interest in topic), referring to critical ideas that may underpin your study.
  • Set out clearly and concisely your aims and objectives.
  • Briefly outline the proposed methodology.
  • Please use academic citations/references as relevant.


There is no requirement to submit a portfolio for this course. However, if you wish to include a portfolio or other evidence to support your application, a digital portfolio can be submitted.

You may include a URL link to your portfolio within your personal statement.


Entry requirements

Entry to this course is highly competitive: applicants are expected to achieve, or already have, the course entry requirements detailed below.

  • An Honours degree at 2.1 or above in a related discipline. Applicants with a degree in another subject may be considered, depending on the strength of the application;


  • Equivalent qualifications;


  • Relevant and quantitative industrial experience for a minimum of three years.

We welcome applications from mature students.

Selection for interview will be made on the basis of your application, including the personal statement, and the supporting written statement. If you are selected for interview you will be asked to bring examples of previous written work.

Student selection criteria

The course seeks to recruit students from diverse socio-economic and cultural backgrounds, and welcomes applications from mature students.

What we look for

The course seeks to recruit students who can demonstrate:

  • A strong commitment and motivation towards a career in an aspect of fashion business or fashion marketing.
  • Awareness and relevant experience of fashion.
  • Appropriate knowledge and skills commensurate with planned entry into the course.

English language requirements

All classes are conducted in English. The level required by the University for this course is IELTS 7.0 with a minimum of 6.0 in each skill. 

For more information, read the University's English Language requirements page.

International applicants

The International Recruitment Office at the London College of Fashion will help to guide you through the application process and answer any specific questions that you may have regarding our courses. This may include portfolio advice, the application process and fee advice. We offer a ‘drop-in’ facility for applicants who may be in London and wish to obtain further course and admissions information. Please contact us for further information on this facility. We can also arrange a tour of our facilities if we are given prior notice.

International applicants should contact the Admission Office by emailing lcf.international@arts.ac.uk about portfolio requirements (if applicable), interview times and dates.

Fees and funding

Home / EU fee


This applies for the 2018/19 academic year.

UAL Home/EU alumni receive a £1,000 discount.

Course fees may be paid in instalments.


Home/EU students whose chosen course is at a level equivalent to, or lower than, a qualification that they already hold, will be charged the fees shown above, plus an additional £1,100 (called the 'ELQ' fee). Students in receipt of Disabled Students' Allowances (DSAs) are exempt from ELQ fees and will pay the original fee, regardless of the highest qualification held. For enquiries relating to ELQ fees, please complete the course enquiry form.

International fee


This applies for the 2018/19 academic year.

UAL International alumni receive a £1,000 discount.

Course fees may be paid in instalments.

Additional costs

In addition to tuition fees you are very likely to incur additional costs such as travel expenses and the cost of materials. Please read the information on our additional costs page.


Find out about the accommodation options available and how much they will cost.

Scholarships and awards

There are a number of scholarships and awards available to students on this course. Use our search tool to find out more information.

Scholarships search

Career paths

Masters graduates have an acknowledged advantage in the employment market, obtaining work in a wide range of vocational and academic fields related to fashion.

The MA also provides an excellent preparation for higher level research degrees (MPhil or PhD), with an increasing number of graduates undertaking research in fashion related subjects, in practice or theory or entering into education as lecturers.