What happens behind the curtain at a fashion show? How is a fashion event managed and what does a recyclable red carpet have to do with it? Bachelor students asked these questions to the VIENNA FASHION WEEK management team as part of the “Strategic Management” lecture series in the Bachelor`s program Management & Entrepreneurship.
The “Art Talk” on March 19, 2025 with the three guest speakers Zigi Mueller-Matyas, Elvyra Geyer and Maria Oberfrank – all three co-founders and co-owners at VIENNA FASHION WEEK – provided a platform for exciting discussions about current trends, challenges and the importance of sustainability in the particularly dynamic fashion industry.
Fashion events: complex projects with many facets
A key topic of the talk was the complexity of fashion events. The speakers emphasized that precise logistics, meticulous timing and professional coordination are essential in order to put on a successful event. The ability to work “hands on” and react flexibly to unforeseen challenges is crucial for success in this industry.
Sustainability as a duty
For the experts, sustainability was not a passing trend, but a fundamental obligation for all players in the fashion industry. From recycled materials to recyclable red carpets, there are numerous ways in which companies can reduce their environmental footprint.
Strategic management: flexibility as the key to success
The link between strategic and operational management was also emphasized. The guiding principle “There’s no such thing as impossible” illustrates the need for flexibility and problem-solving skills in a constantly changing environment. Only those who keep a clear head and find solutions quickly can succeed with their customers in the long term.
Thank you to the speakers for these special insights into the world of fashion and to lecturer Martina Zöbl for organizing the lecture series!
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