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Fashion Management

Summer Program

Gachoucha Kretz
This summer program is a unique combination: at HEC Paris, we mix an authentic passion for fashion with a critical business orientation for long-term success.

Gachoucha Géraldine Kretz

Affiliate Professor


  • Session 3: July 6 - 17, 2020.

Why this summer program?

  • Program designed and taught by leading HEC Paris professor and fashion management expert
  • Interaction with leading professionals and expert guest speakers
  • Real-world, international case studies
  • Unparalleled opportunity to collaborate with diverse peers as part of student workgroup
  • Real-life experience: final presentation to jury of renowned professionals


The Fashion Management Summer School program exposes students to the specificities of fashion as a business. It equips students with the tools and frameworks necessary to analyze the industry and to enable enlightened decisions.

The fashion industry has been experiencing a round of shake-ups these days, from fast fashion disruption to creativity crises or slashes in lead-time to market. To succeed, future managers need to have a deep understanding of the fashion value chain to leverage competitive advantage and sustain fashion labels.

With the backdrop of neighboring Paris, a leading fashion capital city, extensive focus will be put on luxury fashion and its key dimensions including leather goods, ready-to-wear and shoes. Yet the course will place luxury fashion within the wider realm of fashion. Fashion business models will be compared to mass, premium, and fast-fashion business models.

Finally, the program will also address product craft, collection development, and retail, as fashion brands are highly dependent on craft, creativity, and image for their success.

Learning outcomes

Upon successful completion of the summer program, participants will be able to do the following:

  • Analyze fashion business models and adapt business strategy and tactics accordingly
  • Analyze and leverage the fashion value chain according to the business model(s) followed
  • Audit and build fashion brand identity and concept to bolster brand image, that is to do the following: 
    • Develop a relevant, well-rounded and balanced fashion collection
    • Promote a fashion collection through communication, public relations, merchandising, etc. 
  • Leverage fashion label brand equity to extend a business to other categories (such as accessories, fragrances, make-up).


Student evaluation will be based on the following:

  • Class contribution
  • Final teal presentation which will aim to provide answers to a real-life business case. Teams will receive targeted feedback from a Jury of professionals. 

Successful completion of the program leads to the award of 7 ECTS credits*.
(*) All students are encouraged to consult their home institution to validate credit transfer.