Category: Communications and Marketing

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Visual Merchandising

Visual merchandising is a creative and strategic role within the fashion and retail industries focused on how products are displayed to attract and inspire customers. Visual merchandisers design store layouts, dress mannequins, and create impactful window displays that reflect seasonal trends, promotions, and brand identity. They work closely with marketing, retail, and buying teams to ensure that visual storytelling aligns with business goals and enhances the customer shopping experience. This role blends creativity with commercial awareness, using both design principles and sales data to influence customer behaviour and drive profits.

Visual merchandisers also need strong trend forecasting skills, design software knowledge (like CAD or Adobe Creative Suite), and the ability to work collaboratively under pressure. As retail moves increasingly online, there is also growing demand for digital visual merchandisers to shape the look and feel of e-commerce platforms. This pathway is ideal for students who enjoy design, problem-solving, and creating visually engaging environments that connect with audiences.

Depending on your interests and expertise, you may choose to specialize in specific areas of visual merchandising, such as window displays, store design, product presentation, or digital merchandising. Progression in this field can lead to Head of Visual Merchandising or Senior Visual Merchandising positions that involve overseeing multiple locations.

examples of roles within visual merchandising:
  • Visual Merchandiser
  • Merchandise Coordinator
  • Store Manager
  • Visual Merchandiser Trainee
  • Visual Merchandising Assistant
Nadeen Elwi, 2021 BA Fashion Visual Merchandising and Branding, London College of Fashion, UAL
London College of Fashion courses relevant to careers in visual merchandising:

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

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Journalism

Fashion journalism is a fast-paced and creative field focused on researching, writing, and producing content about the fashion industry across platforms like magazines, websites, blogs, podcasts, and TV. Fashion journalists report on trends, designers, events, and industry news. Their daily tasks may include interviewing sources, writing articles, attending fashion shows, and pitching story ideas to editors.

With digital platforms growing rapidly, fashion journalists increasingly produce online content alongside traditional print. Success in this field requires strong writing and communication skills, curiosity, attention to detail, and a good understanding of fashion culture and trends. Many fashion journalists develop a specialty area, such as sustainability, streetwear, or luxury fashion, allowing them to build expertise and a unique voice within the industry.

If you stayed within this career you could become a Production Editor or Editor-in-Chief of a publication. Alternatively, you could move into Freelance or Consultancy work.

Examples of Roles within Journalism:
  • Special Projects Editor
  • Fashion Journalist
  • Editorial Assistant
  • Editor
  • Content Creator
  • PR Professional
  • Social Fashion Writer
  • Blogger (Video/written)
  • Feature Columnist
  • Broadcast/Print Journalist
Kevin Quinn, 2021 PhD student, Central Saint Martins, UAL | Photograph: Alys Tomlinson
London College of Fashion courses relevant to careers in Journalism:

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

Creative thinking behind Babett Kurschner’s work | Photograph: Alys Tomlinson
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Marketing

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
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Events, Exhibitions and Installations

Working in events, exhibitions, and installations within the fashion and creative industries involves planning and delivering unique and engaging experiences, from fashion shows, product launches, and influencer events to exhibitions, performance art and brand installations. These roles require a mix of creativity, organisation, and problem-solving, as well as strong communication skills to coordinate with multiple teams and stakeholders. Tasks often include managing logistics, booking venues and suppliers, creating guest lists, promoting events, and ensuring everything runs smoothly on the day.

Event roles can vary depending on the setting, from working for a single brand, an agency handling multiple clients, to freelancing. You may start helping with planning and execution, and progress to producing major shows or managing exhibitions. The role offers opportunities to combine creative vision with practical planning, and can lead to careers in production, PR, set design, or creative direction, depending on your strengths and interests.

Examples of roles in Events, Exhibitions and Installations:
  • Event Producer
  • Event Planner
  • Set Runner/Designer
  • Event Coordinator
  • Experiential Designer
  • Marketing/Event Operations or Technologist
  • Guest Experience Coordinator
  • Exhibitions Assistant/Officer
  • Audience Engagement Strategist
Exhibition at Victoria House London
London College of Fashion courses relevant to careers in Events, Exhibitions and Installations:

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

TRANSCESTRY 2025 | Photograph: Henri T
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Data and Analytics

Data and analytics roles in the fashion and creative industries focus on collecting and interpreting information to help brands make smarter decisions. Data analysts examine everything from customer feedback and sales to social media trends and website traffic, using this insight to spot patterns, forecast demand, and support areas like marketing, design, and operations. Their work helps businesses better understand their audiences and stay ahead of changing trends.

To succeed in this field, analysts need strong skills in data handling, statistical analysis, and communication. They turn raw data into clear reports and visualizations that guide product development, improve customer experience, and enhance efficiency. As brands increasingly rely on data-driven strategies, careers in data and analytics offer exciting opportunities for those interested in technology, business, and creativity.

Examples of roles within Data and Analytics:
  • Data Analyst
  • Business Analyst
  • Retail Analyst
  • Sales and Insights Manager
  • Web/Digital Analyst
  • Junior/Senior Pricing Analyst
  • E-Commerce Strategy Analyst
Giampaolo Zirone, 2022 MA Data Visualisation, London College of Communication, UAL
London College of Fashion courses relevant to careers in Data and Analytics:

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

Clarice (Tze Ching) Lam, 2022 MA Data Visualisation, London College of Communication, UAL
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Content Creation

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
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Branding

Branding in the fashion and creative industries is all about shaping a brand’s unique identity, its story, values, and personality, and making sure it connects with the right audience. This includes everything from designing logos, packaging, and campaigns to building the emotional experience customers have with a brand. Branding works alongside marketing but focuses more on defining what a brand stands for, while marketing communicates that vision to drive sales and engagement.

As you gain experience, you can move into roles like Brand Manager or Creative Director, overseeing strategy and ensuring all brand touchpoints align. If you’re interested in creativity, storytelling, and business, branding offers an exciting career path where you can help shape how people see and feel about the brands they love.

Examples of roles within branding:
  • Brand Ambassador
  • Brand Management Intern
  • Advertising Coordinator
  • Graphic Designer
  • Social Media Assistant
  • Web Designer
Postgraduate Shows, Show Two: Design, 2024, London College of Communication, UAL | Photograph: Mitsy Moulson
London College of Fashion courses relevant to careers in branding:

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

Layered screenprint design, Zeynep Ozden, 2021 BA (Hons) Graphic Communication Design, Central Saint Martins, UAL | Photograph: Ben Turner
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Art Direction

The purpose of art direction is to design the creative vision. Art Direction is about shaping the visual identity and storytelling of a brand, campaign, or publication. Art Directors oversee the creative vision, working on everything from photoshoots and lookbooks to advertising, social media, and magazine layouts.

They lead a team of designers, photographers, and stylists, ensuring that all visual elements align with the brand’s message and values while managing details like budgets, timelines, and project coordination. Art Direction looks at the big picture. they progress through a project, they will work less on artwork development. Instead, they will focus on the creative concepts from a more holistic viewpoint.

This field suits those with a passion for creativity, strong visual and design skills, and the ability to balance artistic ideas with practical project management. With experience, professionals can move into senior roles like Art Director or Creative Director, where they set the overarching visual strategy.

Examples of Roles within Art Direction:
  • Junior/Assistant Creative
  • Editor
  • Junior Creative
  • Art Department Coordinator
  • Graphic Design Intern
  • Brand Executive
  • Copy Writer
  • Shoot Assistant
  • Stylist
To Feather One’s Nest by Louie Wittner, 2024 BA (Hons) Fashion Photography, London College of Fashion, UAL
London College of Fashion courses relevant to careers in Art Direction:

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

Student Syeda Sumeya Ahmed using the photogrammetry rig, Digital Learning Lab
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Public Relations and Press

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
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Communications

Communications is the process of understanding how different media (social media, advertising, print, and events) can be used to communicate and connect with an audience. This area can include branding, PR, styling, photography, copywriting, and visual merchandising, all working together to create a strong brand image and emotional connection with audiences.

This field blends many of the same creative, strategic, and people-focused skills as external communications, with a strong emphasis on empathy, adaptability, and understanding workplace dynamics. As you gain experience, you can move into specialised roles like Communications Manager, Brand Strategist, or Digital Marketing Lead.

External Communications:

Fashion communication is one of the underlying principles that supports other aspects of a fashion business. It helps brands to stand out in a competitive and saturated industry, understanding consumer behaviour, shaping brand stories, and delivering them in creative and consistent ways across platforms. In many companies, this area can also include Press and PR.

Internal Communications:

Internal communication plays a crucial role in keeping employees informed, engaged, and connected to the company’s mission. They use tools like newsletters, email bulletins, intranet updates, and social media to ensure staff understand company goals, values, and strategies. They help create a positive work culture, foster employee engagement, and support smooth communication across teams, especially important during times of change.

Examples of roles within Communications:
  • Communications Officer/Assistant
  • Digital Communications Editor/Assistant
  • Arts Administration
  • Internal Communications Assistant
  • Social Media Coordinator
  • Marketing Assistant
  • Editorial Assistant
Yuan (Wendy) Li, 2022 BA (Hons) Graphic Communication Design, Central Saint Martins, UAL | Photograph: Ben Turner
London College of Fashion courses relevant to careers in Communications:

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

Alena Jarrett, 2023 BA Contemporary Media Cultures, London College of Communication, UAL | Photograph: Alys Tomlinson
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