One common question when looking at fashion PR as a career is namely – where to go to college? A traditional university might offer a robust public relations program, but not enough specialization in fashion. Conversely, a fashion school might lack the opportunity to say, discover a latent love of 16th century poetry or a chance to play on a co-ed intramural rugby team! For students who are passionate about being prepared for the careers as a result of their undergraduate experience, another consideration is if the fashion school focuses predominantly on design, with marketing, public relations, business development, etc tacked on as an afterthought, or whether the quality of the instruction and opportunities will really provide an opportunity for hand-on, tactical experience.
Named one of The Princeton Review’s 2011 “Best Colleges in the Northeast,” LIM College is a four-year college offering undergraduate and graduate programs specific to the business of fashion, including majors in Fashion Merchandising, Management, Marketing and Visual Merchandising. The NYC-based college also offers an entrepreneurship or fashion management MBA program for working professionals, the only program of its kind in the country. The college has approximately 1,500 undergraduate students, a student to faculty ratio of 8 to 1 and an average class size is 18.
Relevant concentrations within the majors include Fashion Communication, with courses in Fashion Communications in a Digital Age, Fashion Writing, Fashion Publishing courses include Fashion Magazines, Integrated Marketing Communications, News Reporting & Writing, and Event Planning courses including Public Relations. Recently, LIM added new courses in New Media Marketing, including Social Media & Mobile Marketing, including guest speakers this semester from Yelp, foursquare and Mashable. Not too shabby, eh?
In addition to Michelle Longo, currently the Director of PR at Max Mara, the college boasts several additional fashion PR alums, two of which enjoyed their LIM experience enough to share their thoughts with PR Couture!
“We require students to do three hands-on internships during their four years with us. Several of our alumni have begun successful careers in Fashion PR” – Meredith Finnin, Director of Communications, LIM College
Bianca Caampued is the Co-Founder of Small Girls PR, a new media agency focusing on social interaction, online and off, for fashion brands, tech startups, entertainment/food companies, and bands. Their fashion clients include Katherine Kwei Handbags and Charmco. Small Girls has received notice from both the Wall Street Journal and Details magazine.
Bianca majored in Fashion Merchandising (Associates Degree) and Marketing (Bachelor’s Degree).
What were some of the highlights from your time at LIM?
Studying abroad at the University of Westminster. It was such a great experience, and I had such a great internship at Hachette Filipacchi, where I worked in the promotions department for teen magazines ElleGirl UK and Sugar.
Why did you choose LIM?
When I was a senior in high school I had actually planned on going into science, until one day in AP Chemistry, I turned to my friend with Lucky Magazine in-hand saying “I’m going to work here one day.” LIM was the only fashion school that I could find that had a business focus rather than design. I wasn’t really sure how to end up working in magazines, but I figured it was more on the business side of things. I always loved fashion, but never saw myself as a designer and LIM was the perfect answer to what I wanted to learn about the fashion industry.
What other colleges/programs did you consider?
I didn’t! I knew I wanted to go into the business side of fashion, and no other college was an option for me. While at LIM, I did try to take as many courses in the different majors available- so I recieved my Associates degree in Fashion Merchandising, and my Bachelors in Marketing, and took some Visual Merchandising based classes as well.
When you started college, what did you think you wanted to do as a career, did this shift over time at LIM – if so, what contributed to this shift?
When I started college I wanted to work in magazines, but was unsure as to what area. I actually took many internships in PR through the years at LIM, knowing that it was on the other side of the editorial relationship. I interned at Lucky in my senior year in the marketing and promotions department, helping out with events and advertising promotions. After a graduated I ended up in the advertising department. Over the years since then I found myself going back in the realm of PR, which I had discovered through my internships at the college.
How did your classes/internships etc prepare you for the career you have now?
Many, if not all the classes I took at LIM actually gave me skills that I needed throughout my career- from Fashion Styling, which helped me gain experience in styling photo shoots, to Excel, which I use every day to manage guests lists, media calendars, and even my business finances. I interned at a fashion PR showroom (MAO PR) and in Beauty PR at Chanel in my sophomore year, which has obviously been very beneficial in my career. My internships in magazine promotions has been a great preparation as well, as they involve many of the things that a social interaction focused PR company does- with microsites, programs, and events reaching out to the readers, and not just B2B.
What kind of student excels at LIM?
One who not only works hard and really tries to maintain good grades, but who also takes advantage of the amazing internships and work placements that LIM has to offer. Being a good student in class can only get you so far. It’s your knowledge coupled with the experience that you gain outside of the classroom that helps you succeed through college and beyond.
What would you want a prospective student know about LIM before applying?
To not take anything at the college for granted. Really try to map out the courses and the internships that you take through the years in order to really prepare yourself for where you want to end up.
Now Senior Account Executive at Wunderlich PR and Creative and PR Director of Kasal NY Weddings and Events, Jacqueline majored in Marketing and interned at Versace and in the Events Production dept. at MTV during her time at LIM.
What were some of the highlights from your time at LIM?
Some of my major highlights at LIM were taking part in the annual fashion show and finally planning it my senior year with my classmate. I felt the fashion show really helped guide me to choose a career in PR and event planning because you needed to be on top of every aspect from concept to completion in every element from styling to invites to music and lighting. I also had the best time at LIM during my cross cultural analysis program in international marketing in Italy. I am so thankful to have participated I this program and have applied what I learned about international business in my everyday career.
Why did you choose LIM?
I chose LIM because I was blown away at orientation about the “real world” experience the students at LIM had prior to graduation. I knew my training at LIM both in class and in the field would be the best decision to pursue my fashion education and I was also impressed with the reputation of the LIM students in the fashion industry.
What other colleges/programs did you consider?
FIT in fashion design and Adelphi for Art and Dance Education.
When you started college, what did you think you wanted to do as a career, did this shift over time at LIM – if so, what contributed to this shift?
I had always had hopes of becoming a fashion designer since I was a very young girl. After pursuing many art classes in high school and sitting through many open-houses for college, I started to realize unless I had a trust fund or a serious plan from early on that I would soon become a number and a starving artist. I also danced and taught dance my whole life and I was fortunate to attend a local dance studio that gave me the opportunity to learn choreography, lighting, music, costuming, staging, and producing large scale shows. At LIM I learned I could combine my love of the two by majoring in fashion marketing and learning what it takes to produce a collection, have the collection financially backed, put on a show and eventually get these lines into stores nation wide and over seas. This led to the shift into PR to figure out what gives a brand an “it” factor and how it stays hot. I knew if I wanted to later design, I would at least know what it takes and how to execute the process. I still don’t know what I want to be when I grow up so I guess I don’t have to entirely take it off the table!
How did your classes/internships etc prepare you for the career you have now?
In Senior Co-op I had the opportunity to intern in production events at MTV and learn the ropes of what happens behind the scenes at red carpet events both live and televised definitely helped me learn a lot about client relations which has helped prepare me for the career I have now. Personalization, incorporation of personality, and theming was what majority of the events were built around during my time working the Video Music Awards and other events there. Also, being able to build events based on whats happening in the world is something I learned at MTV that helped me in my career today. Economy was surely a factor when planning large scale events and I learned very quickly to mind the budget of my clients, their parent companies, and also to not be insensitive with lavish events when planing charity soirees or fund-raising galas. You have to be on top of everything from a celebrity’s dog to what may be happening in their native land and how it will affect your event.
What kind of student excels at LIM?
A student who is pro-active and takes advantage of all of the resources the school has to offer. You’d be foolish to say you never met anyone who could open a door for you or to say you were never able to network. The school is not only located in the fashion capital of the world, but its teachers and staff are or once were the all star players in the industry and students that take the time to absorb LIM’s resources will exude greatness. Volunteering and asking questions is everything! If the school doesn’t have a connection, make it for them!
What would you want a prospective student know about LIM before applying?
It’s ok if you don’t have direction in what you want to do with your fashion career because LIM will open many doors in many areas before graduation. I would also want them to know that there is tremendous entrepreneurial training that happens under-grad indirectly and that it all depends on what you make of your time there. Some of my strongest industry contacts, colleagues, clients, and some of my dearest friends are all from LIM College – it’s an open door community you have for life.
LIM College is accredited by the Commission on Higher Education of the Middle States Association of Colleges and Schools, and its programs are registered by the New York State Education Department. Among the 524 Middle States-accredited schools are also Columbia University, Cornell University, and New York University. In addition to the undergraduate and graduate programs, LIM also offers Saturday Fashion Lab and Summer Fashion Lab, open to high school students and recent high school graduates. Stay connected with LIM on Facebook and Twitter.
