The job of digital product manager in the fashion industry is one of the new communication and marketing professions in fashion. He is a professional online retailer in the fashion and luxury sector.
What exactly is a digital product manager?
The Digital Product Manager works in the marketing department of a fashion brand. He/she implements projects and strategies for a fashion brand on the web. He/she supervises all projects.
First, the marketing director and communications manager define a global communications strategy for the launch of a collection or product. A budget is then defined, as well as the different spaces and media on which advertising campaigns will be broadcast.
Today, many fashion brands develop the majority of their communication plans on the Internet. As a result, some major fashion companies have teams dedicated solely to online product life and digital communications.
Then comes the Digital Product Manager, who oversees the deployment of the fashion collection or product on the Internet. He is responsible for increasing the brand's sales thanks to the marketing strategies implemented on the web. They draw up specifications and establish launch plans.
What's its role?
In addition, the digital product manager in the fashion industry can take on the role of editorial manager for web campaigns. He/she manages editorial content on the various internet media: website, blog, social networks... This can be text, but also videos, images, infographics etc.
The web product manager's day-to-day work also involves analyzing the impact of his or her projects, measuring the effectiveness of established strategies on product sales, identifying the behavior of web surfers and online consumers, and carrying out market research to study the competition.
Finally, the digital product manager directs all stages in the life of an online product: from the conception of marketing strategies, to the production of content, to the assessment of the effects on product sales. In fact, he/she works with many professionals attached to the brand: the art director, the developers, the content manager, the production manager, etc.
A multi-faceted profession
As you can see, becoming a digital product manager for a fashion or luxury brand will require you to be extremely versatile, and to call on a wide range of skills.
If you're curious and passionate about fashion, you've already got what it takes to become a digital product manager in the fashion industry. But that's not enough! In fact, your future recruiters will ask you to have a solid grounding in webmarketing and e-business.
You'll also need certain technical skills, such as online traffic management and audience measurement.
Adaptability and flexibility are essential if you want to work as a digital product manager in the fashion industry. The results of projects set up by the webmarketing department vary enormously, and are not always effective in increasing a brand's sales and visibility. So you'll have to be reactive and act intelligently to bring the product back to life on the Internet.
Implementing new projects will be your daily routine. You'll need to be creative and analytical to avoid making the same mistakes as in the past, or to stand out from your competitors.
How to become a digital product manager in fashion?
You should know that recruiters will ask you for at least 3 years' experience, as well as a 5-year degree. It's a tough job, especially if you're working for a luxury brand. The requirements are therefore very high. ISAL Paris offers you various training coursesThis program, which includes professional internships, will enable you to consider joining fashion companies with a strong web presence.
Discover the bachelor fashion luxury and digital marketing.
