The organization chart of a digital fashion brand, layout and structure

The organization chart of a digital fashion brand, layout and structure

The organization chart of a fashion brand .

It is a reality that the organization of fashion brands has been changing in recent years at the same pace as the market and the client itself. In this process, the disruption and advance of new technologies, the automation of the industry, the digitization of processes, the analysis of big data and the intensive use of social networks have had a prominent role as elements that drive these deep and rapid organizational changes.

The interest that this topic arouses among you, the readers and followers of the blog, is such that I have decided to continue exploring in depth the analysis of the structure of fashion companies, their future situation and these changes that were duly referenced in these two previous articles, which of course I recommend you read before continuing with the current one:

Structure and organization of a fashion brand or company

Organizational chart of a fashion company


Organigrama de una empresa de moda digital su organizacion y

Organization of a fashion company

The digital transformation that the fashion customer has experienced has a direct correlation in the companies and brands of clothing and fashion accessories. Thus, skills are gaining importance, being more valued than technical knowledge. The needs of a society and an increasingly global market are the main guidelines of the course that the labor market is taking. This is a new scenario in which it is estimated that 48% of current jobs will disappear in the next ten years, mainly due to the incorporation of technology in less qualified jobs. However, this disruptive automation will destroy jobs as much as it will create them.

The organization chart of fashion

These are the main trends and new professional positions that are already part of the structure of companies in the textile and fashion industry.

Marketing and Brand Management.

The role of Brand Management, the person responsible for brand strategy, brand management and marketing, is more current than ever. Not too long ago their role was simple: to coordinate and plan communication programs to boost sales. Now this position has gained in complexity and greater responsibilities. Faced with a hyper-connected and super-dynamic world, it is no longer enough to boost sales, but rather to create, maintain and strengthen the relationship between the brand and its customers. Obviously, the process and the results to be achieved are more complicated as the brand grows.

Marketing and Brand Management must have knowledge about fashion, product marketing, consumer buying habits, the relationship of the brand with the customer and marketing techniques.  Their mission is to create the vision, positioning, targeting and marketing strategy for the brand they manage.

Organigrama de una empresa de moda digital su organizacion y

Internet Account Coordinator – Internet Marketing Coordinator.

They are responsible for researching and generating the marketing strategies to create the promotional and advertising material for the product. In addition, they must analyze other websites to evaluate the experience of the competition and thus be able to plan their own campaigns and marketing strategy for management.

These are their main functions, among others:

To manage, sell and distribute the product through the network. To detect and understand the digital customer and their buying habits. To promote and advertise the website. To monitor, control and quantify consumer vis

E-Commerce Catalog Manager.

Their responsibilities and competencies are as follows:

They generate, manage and maintain the load of all detailed product information. He/she manages and supervises the information of promotions, discounts and rebates, revisions of new products and technical guides, etc.

They have the capacity and need to interact with all levels of internal management and with external audiences, product suppliers, service providers and others.

Brand Manager.

Another relevant position within the organization chart of a fashion company and to which I have a lot of regard and affection, as do the professionals who hold it. The cause of this close relationship with this particular position is based on the fact that, as sourcing manager, we work side by side with the Brand Managers with the same objective: to buy and manufacture the best product in the best possible conditions.

Their main functions and responsibilities are: to investigate the market and the competition, to analyze the behavior of the client, to improve the product, to create and to develop new products predicting the desires of the consumer, to administer the inventory, to analyze trends and commercial big data, among others. And, as I mentioned before, to work with the purchasing team at source in order to be up to date on sourcing and procurement.

Organigrama de una empresa de moda digital su organizacion y

Big Data Analyst.

An essential professional in the structure of any fashion company and brand. Nowadays, companies have a lot of information. For example, in the case of retail, the invaluable business information from each of its stores and points of sale. Now the problem, if we can call it that, lies in reading and analyzing that information to transform it into statistics and generate value.

The mission of the Big Data Analyst is to collect that overwhelming amount of information and give meaning to the data that a company collects daily, hour by hour, minute by minute. The aim is to transform this data into relevant and statistical information in order to generate improvement projects and help with decision-making.

Among their functions are the management of large databases, the leadership of data analysis projects from various large-scale environments, such as social networks, e-commerce and the interaction with those databases through their technical knowledge and programming skills.

E-Commerce Analyst Specialist.

This is the professional expert in the analysis of the company’s electronic commerce.

Their responsibilities are:

To read, analyze and give meaning to the data collected through the different means of online measurement in e-commerce in order to generate the business strategy. To improve the online platforms and channels through which digital customers reach the product. To generate recommendations to improve sales through reports and presentations based on commercial data, usability and web traffic, consumer habits and other parameters.

Community Manager.

This is the professional responsible for the management of the company’s social networks and its brand.

Perhaps their most important and broad objective is to manage the company’s social networks, becoming the generator of the relationship and meeting point in the social sphere between the brand, the product and the community.

To reach his/her goal, the Community Manager must monitor Social Networks to detect mentions about the company, listen to and analyze their content and respond by generating a positive and productive online conversation for the digital customer and the brand.

Organigrama de una empresa de moda digital su estructura y

Digital Media Planner.

Among their responsibilities and main objectives are the creation and implementation of the online media plan through which the activity will be planned in the digital media selected to carry out the promotion and advertising campaigns of the product.

Among their main functions are the optimization of the use of digital media to communicate clearly and effectively the message to the specific audience targeted.

Other tasks of the position are as follows:

To develop the relationship with creative agencies and material management. To drive and supervise the development and the results of each of the campaigns in accordance with the KPI´s established at the beginning of the campaigns.

Digital Project Manager.

He/she is responsible for the company’s digital projects.

Among their responsibilities and duties, the following stand out:

To lead and promote the transformation and maintenance of the digital area through the technical development of online products: ecommerce, applications for mobile and social networks, promotional websites, e-mail marketing, etc.

They must ensure that digital products are within the parameters of quality of service and verify that the digital product or service meets users’ expectations. Faced with contingencies that affect the online environment, they have to offer a quick reaction and adequate responsiveness to solve the problem in the shortest possible time and in the most efficient way. They must also create and control the budget per project, detecting the value it will generate and the risks inherent to it.


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