He wanted to be a fashion designer, he thought. Until, as a student at AMFI, he learned more about the whole process behind a garment. That changed his outlook on the fashion world. It is precisely these different links and how they are connected that Sami finds interesting. That's what the Management programme is all about. 

The complete fashion chain

 "During the first year at AMFI, I discovered the business side of fashion," Sami says. "Questions that came up were: 'how do you choose a target group?' and 'how can you make sure designs are financially viable?’ Fashion is not just about beautiful clothes, but also about finding out who you are making something for and how you are going to sell it. I wanted to understand that complete chain, which is why I opted for the Fashion & Management programme. This covers everything I love: market research, design, product development, and marketing.” 

From research to business plan

AMFI students work a lot on group assignments and Sami usually takes the lead here. "As a result, I learnt to communicate clearly about expectations and make good use of the qualities of everyone in the group. Everyone can flourish then.” Students are encouraged to think out of the box. Sami: "For a well-known luxury brand, my team and me thought up a way to sell second-hand clothes. We started with a survey and based on the results we wrote a business plan. One of the ideas we came up with was the use of old fabrics to repair existing items and add value to each product. Sustainable and innovative, so the brand would appeal to a new target group.”

Learning to plan and keep experimenting

"Before I started studying at AMFI, planning was never my strong suit. Now I can manage my time much better and get up early to prepare some things in the morning, instead of working until late in the evening. That way, I have more energy left at the end of the day," Sami says. He has also learned to step out of his comfort zone. "My advice for future students would be: be open to growth and don't be afraid to experiment, even with things you are less good at. Try different ways of working and enjoy your time here, as it goes by fast. For me, AMFI has long since ceased to feel like school – it is a place where I am doing what I really like.”

Mapping out your own study programme

During the programme, you are guided by your mentor. Together, you look at where your interests lie. You also think about how you can organise the flexible programme in such a way that, after graduation, you can start working in the field that suits you. Sami: "Talking to my mentor about possible professions gave me a clear idea of what I want and how to get there. Inspired by my aunt who has a successful business in fashion, I can see myself as a creative director of my own clothing brand. The Management programme is a nice match with my vision for the future.”