Author: Michelle Ashton

Merchandising

Post author By Michelle Ashton
Post date 20th May 2026

Merchandising is a vital part of the retail industry that focuses on getting the right products in the right place, at the right time, and at the right price. Merchandisers use data and sales trends to forecast demand, plan stock levels, and work with Buyers to create successful product ranges. They track what’s selling well (and what isn’t), manage inventory levels, and recommend changes to improve sales. Different areas within merchandising, such as Core, Branch, and Direct, focus on stock allocation across stores, websites, and wholesale partners, all aiming to maximise profits and meet customer demand.

Early career roles in merchandising involve supporting planning and analysis, using tools like Excel and the WSSI (Weekly Sales, Stock & Intake) to monitor performance. Students entering this field should have strong analytical skills, an interest in retail and trends, and be comfortable working with data. Over time, this career can lead to senior positions like Senior Merchandiser or Head of Buying and Merchandising. Merchandisers also work closely with teams across the business and need to be aware of seasonal trends, product life cycles, and competitor activity to help the business grow and succeed.

Branch Merchandising:

The Branch Merchandising department allocates stock to stores and wholesale partners. Through analysis of business factors e.g. sales vs last year and like for like sales, they make accurate predictions of stock demand. This career path can lead to Senior Merchandiser in this area.

Core Merchandising:

These Merchandisers pull data to allow them to predict sales and maximise profits. Merchandisers work with Buyers to pull together stock plans and plan sales forecasts for new ranges. They track all sales, e.g. best and worst sellers, and make recommendations to increase sales. They monitor sales through a spreadsheet called a WSSI, therefore need strong excel skills. This career path can lead to Senior Merchandiser or Head of Buying and Merchandising.

Direct Merchandising

The Direct Merchandising department allocates stock to the company and third-party websites. Through analysis of business factors e.g. sales vs last year and like for like sales, they make accurate predictions of stock demand. This career path can lead to Senior Merchandiser in this area.

Examples of roles within Merchandising:

Junior/Assistant Merchandiser
Allocator
Merchandising Admin Assistant
Consumer Analysis
Digital Merchandiser

Closeup of Zoe Zanon Rives working in the studio, 2020 PGCert Fashion Buying and Merchandising, London College of Fashion, UAL | Photograph: Alys Tomlinson

London College of Fashion courses relevant to careers in Merchandising:

This list is not exhaustive. It is only an indication of directly connected LCF Courses.

Vishala Chouhan, 2023 Business Pathway, London College of Fashion, UAL | Photograph: Alys Tomlinson

Back to Buying, Merchandising and Supply Chain

Back to Home: Creative Industry Overview

Theatre, Performance and Screen

3D Effects and Design

Post author By Michelle Ashton
Post date 20th May 2026

3D Effects specialists design and build physical and digital elements for performance, fashion, film, and immersive experiences. It is a growing area within the fashion and creative industries that blends traditional craft with cutting-edge digital tools. It includes everything from sculpting and mould-making to creating virtual garments, props, and environments using software like AutoCAD, Rhino, and 3D Studio Max. These roles often overlap with art direction and visual effects (VFX), and they play a key part in storytelling and brand presentation across live performance, editorial shoots, and digital platforms.

Practitioners are expected to be both creative and technically skilled, able to conceptualise ideas, produce accurate 3D models, and collaborate with teams across costume, set design, or digital fashion. This field suits those who enjoy hands-on making as well as digital innovation, and offers career paths in theatre, film, fashion tech, gaming, and virtual or augmented reality.

As sustainability and digital transformation become more important in the industry, 3D design skills are increasingly valuable and future focused. Following this path, you can grow into Senior Design, Production, or Department Head positions.

Examples of roles within 3d effects and design:

Junior/Assistant 3D Effects Designer
Prop Maker
3D Artist
Character Modeller
Data Capture Technician
VFX Supervisor
VFX Artist

Amber Nicol, 2021 BA 3D Effects for Performance and Fashion, London College of Fashion, UAL | Photograph: Alys Tomlinson

London College of Fashion courses relevant to careers in 3d effects and design:

This list is not exhaustive. It is only an indication of directly connected LCF Courses.

Keziah Aguillo, 2023 BA Games Art, London College of Communication, UAL | Photograph: Alys Tomlinson

Back to Theatre, Performance and Screen

Back to home: Creative Industry Overview

Communications and Marketing Media, Publishing and Digital

Public Relations and Press

Post author By Michelle Ashton
Post date 20th May 2026

Public Relations (PR) and Press roles focus on building a brand’s public image and managing its reputation through media, influencer, and public engagement. PR professionals plan and deliver strategies to secure media coverage, organize events, write press releases, and coordinate collaborations or product launches. This career path is ideal for people with strong communication, relationship-building, and problem-solving skills, and trend analysis.

Tasks for entry level roles include sample management, media tracking, dealing with client enquiries, or helping at promotional, business and social events. Senior positions involve leading campaigns, writing press releases, advising clients, and overseeing high-profile events and partnerships.

Working within a larger PR agency, you could become Chief Account Executive or Head of Department. Progression in this role can also involve further training across the sector. This could lead to PR consultancy, advising corporate clients on communications strategy and policy.

Examples of Roles within Public Relations and Press:

PR Account Assistant
Events Assistant/Coordinator
Fashion PR Specialist
Press Assistant
Event Sales Assistant

Mo Oguntuase, Public Relations, LCC, UAL | Photographer : Alys Tomlinson

London College of Fashion courses relevant to careers in Public Relations and Press:

This list is not exhaustive. It is only an indication of directly connected LCF Courses.

Antonia Harrold, 2021 BA Public Relations, London College of Communication, UAL | Photograph: Alys Tomlinson

Back to Communications and Marketing

Back to Media, Publishing and Digital

Back to home: Creative Industry Overview

Design and Craft Garments, Textiles and Materials Development Media, Publishing and Digital

Graphic Design and Illustration

Post author By Michelle Ashton
Post date 20th May 2026

Careers in graphic design and illustration develop visual content for branding, marketing, and product design. These roles include creating everything from clothing prints and textile patterns to promotional materials like swing tags, catalogues, websites, and social media content. Designers and illustrators may work by hand or use digital tools such as Adobe Creative Suite to bring concepts to life.

The two areas are closely connected but also have individual identities. Graphic design in fashion focuses on creating visual assets like branding, packaging, and textile prints, while illustration is more about visually interpreting and expressing fashion ideas through hand-drawn or digital artwork, often used to communicate design concepts. Fashion Illustrators often sketch designs that help communicate ideas to teams or clients, blending creative flair with industry knowledge.

Professionals in this field are expected to stay up to date with fashion trends, have strong creative and technical skills, and collaborate closely with design and marketing teams. An understanding of typography, layout, digital illustration, and trend analysis is key, as is the ability to visually communicate a brand’s identity through design. As you gain experience you could advance to roles like in-house illustrator for a fashion brand or publication or establish your own illustration studio or brand.

Examples of roles within Graphic Design and Illustration:

Fashion Illustrator
Illustrator
Web Designer
Print Designer
Concept Artist
UX/UI Designer
Junior/Midweight Graphic Designer
Artworker
Digital Designer

Ernestine Chua, 2021 BA (Hons) Illustration and Visual Media, London College of Communication, UAL

London College of Fashion courses relevant to careers in Graphic Design and Illustration:

This list is not exhaustive. It is only an indication of directly connected LCF Courses.

Edward Mendoza in the Studio | Photograph: Alys Tomlinson

back to Garments, Textiles and Materials Development

Back to Design and Craft

Back to Home: Creative Industry Overview

Science and Cosmetics

Regulatory Affairs

Post author By Michelle Ashton
Post date 20th May 2026

Regulatory is responsible for ensuring the compliance of new and existing products. Regulatory affairs play a crucial role in navigating compliance frameworks and ensuring that products meet legal, safety, and quality standards.

They check quality control issues and safety, implementing current legislation to products. This can include making sure packaging is compliant globally. They work with Procurement, Marketing and Technical Departments. These roles have direct progression from Graduate Level to Senior Regulators.

Examples of roles within Regulatory Affairs:

Regulatory Assistant
Technical Assistant
Regulatory Technologist
Product Safety Assistant
Quality Control/Assurance

Tahiya Hossain in the studio | Photograph: Alys Tomlinson,

London College of Fashion courses relevant to careers in Regulatory Affairs:

This list is not exhaustive. It is only an indication of directly connected LCF Courses.

Back to Science and Cosmetics

Back to Home: Creative Industry Overview

Business and Management

Human Resources

Post author By Michelle Ashton
Post date 20th May 2026

Working in Human Resources (HR) in the creative industries means supporting the people who make a business thrive. HR professionals manage recruitment, staff development, and workplace policies, ensuring that employees feel supported, valued, and motivated. They help attract and retain talent, design fair and flexible working arrangements, and make sure the company complies with employment laws. Strong communication, empathy, and problem-solving skills are key in this field.

HR roles can include recruitment, employee relations, training and development, and performance management. Whether advising on career progression, handling grievances, or helping create a positive work culture, HR professionals play a vital role in shaping the employee experience. With time and experience, this career path can lead to leadership roles such as Head of HR or Talent Manager, offering opportunities to influence company culture and strategy at the highest level.

Recruitment:

Recruiters play a key role in identifying the right candidates to match a brand’s culture and skill needs, often using interviews, job boards, and networking to source talent. Recruitment Teams can be based in-house for a brand or externally within an agency. Working in recruitment can lead to Head of Talent roles or owning your own recruitment agency.

Employee Relations:

Employee relations roles are advisory and coaching-focused. Employee relations professionals also play a vital role in promoting a respectful and inclusive workplace by addressing concerns early and constructively. They support managers in handling sensitive situations and ensure that all actions align with company values and employment laws. Employee relations offers a broad overview of a HR department opening progression to Regional HR Manager or Head of HR.

Examples of roles within Human Resources:

HR Liaison
HR Business Partner
HR People Advisor
Talent Acquisition Officer
Talent Specialist
Employee Relations Lead
Employee Relations Officer
Exhibitor Relations Manager
People and Culture Officer

London College of Fashion courses relevant to careers in Human Resources:

This list is not exhaustive. It is only an indication of directly connected LCF Courses.

Creative Processes with Adrienne Bennie, PhD Research Student

Back to Business and Management

Back to Home: Creative Industry Overview

Communications and Marketing

Marketing

Post author By Michelle Ashton
Post date 20th May 2026

Marketing focuses on connecting brands with their target audiences to drive awareness, shape brand identity, and increase sales. Marketers promote products, collections, or entire brands using various channels like social media, digital ads, events, and magazines. They work closely with departments like design, merchandising, and PR to ensure consistent messaging and strong visual identity. Marketing roles can involve campaign development, trend analysis, content planning, and customer relationship management, making them essential to how a brand is perceived.

As the industry shifts toward digital and omnichannel strategies, there’s growing demand for marketers skilled in ecommerce, social media, UX/UI, and customer engagement. Roles can range from Social Media Assistant to Digital Marketing Manager or Head of Marketing, with key tools including Google Analytics, Shopify, and CRM systems. Entry-level roles offer hands-on experience in trend-driven content creation, campaign execution, and audience engagement, ideal for creative, analytical thinkers who want to influence how fashion brands connect with the world.

Campaign Marketing:

Campaign marketers create marketing messages and promotional activities to endorse brand values. These build integrated marketing communications, promoting a brand’s product or service. Campaign marketing is the main method for communicating product information with target markets. They use high level digital communication skills to create campaigns across ecommerce, social media and web. Campaign Marketers can progress to Head of Marketing or Consultancy.

Affiliate Marketing:

Affiliate marketers earn a commission by promoting other people’s, or companies’, products. They refer new business to a merchant’s website, broadening a company’s customer base. Affiliate marketing is performance-based, with affiliates only getting paid when their promotions result in a transaction. There are two levels you can work with in affiliate marketing, for the brand or as a ‘Publisher’. Brand employees can progress to Accounts or Performance Director, Publishers can become Influencers.

Examples of roles within marketing:

Fashion Marketer
Digital Marketing Specialist
Retail Marketer
CRM Campaign Assistant
Associate/Executive Publisher
Creative Strategist
Market Researcher
Multi-Channel Production Assistant
Affiliates Account Assistant
Display Assistant
Performance Marketing Assistant

Lauri Sallantaus, 2021 MA Strategic Fashion Marketing, London College of Fashion, UAL | Photograph: Alys Tomlinson

London College of Fashion courses relevant to careers in marketing:

This list is not exhaustive. It is only an indication of directly connected LCF Courses.

Maria Ardila, 2021 MA Fashion Entrepreneurship and Innovation, London College of Fashion, UAL | Photograph: Alys Tomlinson

Back to Communications and Marketing

Back to home: Creative Industry Overview

Styling, Make-up and Production Theatre, Performance and Screen

Hair and Make-up Artistry

Post author By Michelle Ashton
Post date 20th May 2026

Hair and Make-Up Artistry is responsible for shaping the visual identity of models, performers, and characters across photoshoots, runway shows, film, TV, and live performances. Artists in this field create hairstyles and make-up looks that align with the creative vision of a production or brand. This can include everyday beauty, high fashion, period looks, or dramatic transformations using wigs, prosthetics, and special effects. Their role involves researching styles, applying and maintaining consistent looks, and working collaboratively with designers, photographers, and directors.

Many roles in this field are freelance, requiring strong communication, time management, and adaptability. Beginners often start as assistants or trainees, learning from experienced artists and handling practical tasks such as prepping kits, maintaining hygiene, and assisting with continuity. As they gain experience, they may move into senior artist or designer roles, responsible for leading the creative vision, managing teams, and coordinating with other departments.

examples of roles within Hair and Make-up Artistry:

Assistant Make-up and Effects Artist
Runway Makeup Artist
Editorial Makeup Artist
Chief Hairdresser
Hair and/or Make-up Artist
Processing & Curations Assistant
Trainee Make-up Artist
Editorial/Fashion Hairdresser
Wig and Hair Technician

Make-up Session with Kiera Young, UAL | Photograph: Alys Tomlinson,

London College of Fashion courses relevant to careers in Hair and Make-up Artistry:

This list is not exhaustive. It is only an indication of directly connected LCF Courses.

Students in Make-up Studio at East Bank, 2024, London College of Fashion, UAL | Photograph: Ana Blumenkron

back to Styling, Make-up and Production

Back to Theatre, Performance and Screen

Back to home: Creative Industry Overview

Communications and Marketing Media, Publishing and Digital Styling, Make-up and Production

Content Creation

Post author By Michelle Ashton
Post date 20th May 2026

Content creation in the fashion and creative industries is all about producing engaging materials, like social media posts, videos, photos, articles, or newsletters, to promote brands, tell stories, and connect with audiences. Content creators work across platforms such as Instagram, TikTok, YouTube, websites, and email, using tools like content management systems and analytics to track audience engagement.

They collaborate with design, marketing, and editorial teams to make sure content aligns with the brand’s voice, style, and goals. Starting in this sector, you could work with text, image, audio and video assets to create visuals and copy, schedule posts, and respond to audience interactions. This career path can lead to Editorial Lead, Head of Marketing, Digital Content Manager or Creative Director.

Examples of roles within Content Creation:

Content Strategist
Copy Writer
Digital Marketing Executive
Web Developer
Social Media Assistant
Ecommerce Marketing Assistant
Editorial Assistant
Fashion Influencer
Digital Asset Coordinator

Zahraa Karim working in the studio, 2020 BA Photography, London College of Communication, UAL | Photograph: Alys Tomlinson

London College of Fashion courses relevant to careers in Content Creation:

This list is not exhaustive. It is only an indication of directly connected LCF Courses.

School of Media and Communication BA19 Exhibition, 2019, London College of Fashion, UAL | Photograph: Arianna Poverini

Back to Communications and Marketing

Back to Media, Publishing and Digital

Back to home: Creative Industry Overview

Business and Management Culture, Community and Heritage

Business Development

Post author By Michelle Ashton
Post date 20th May 2026

Business development in the fashion and creative industries is all about turning ideas into successful ventures by driving growth, increasing revenue, and building strong client or partner relationships. Professionals in this field work on strategic planning, market research, fundraising and securing new opportunities – whether that’s launching a new product line, entering new markets, or building partnerships. Common roles include Business Development Manager, Partnerships Manager, and Head of Fundraising, all of which help grow a brand’s market presence and customer base.

A career in business development requires strong communication, organisation, and analytical skills. You may be involved in fundraising, client relationship management, or delivering membership and marketing strategies. As you gain experience, you might manage larger projects, oversee strategic campaigns, or lead teams. It’s a great pathway for those interested in the business side of creativity and offers flexible career options across retail, arts organisations, and fashion brands.