Validation of experience acquired / Level II Certification "Director of commercial and communication strategy in fashion industry"

Validation of Acquired Work Experience – V.A.E. – is the possibility of obtaining a diploma registered under the National Directory of Professional Certification (RNCP). The "Director of commercial and communication strategy in fashion industry" Certification, accredited by the State as Level II (in France) and Level 6 (EU) has been registered under the National Register of Professional Certifications by ministerial decree of 9 January 2015, published in the Official Journal of 30 January 2015.

Condition required:
 The only condition for validating their experience is to justify at least 1 year of salaried, non-salaried, pro bono or voluntary work experience directly related to the certification concerned.
Please Note: The candidate may submit only one application in the same calendar year for the same diploma and three applications in the same calendar year for different degrees or diplomas.
In order to obtain the Certification, the candidate for a VAE must validate each of the certified skills, grouped for the "Director of Commercial Fashion and Communication Strategy" Certification into 4 skill blocks (indicated at the bottom of the page), through his/her previous work experience and/or training, where appropriate.
Each skill block can be achieved individually. A certificate is awarded to the candidate for achieving each block. Achieving all 4 blocks results in Certification.
For any questions, the VAE advisor at ISEM is: Guillaume Thiery
Step-by-step guide to the VAE procedure
There are several stages:

Phase 1:
Submitting your application
In order to apply, you must fill in the form Cerfa 12818*1 (downloadable here) and send it to us with the documents certifying the year of experience in the field of Certification:

Service des Admissions
12 rue de la Rochefoucauld
75009 Paris FRANCE
Phase 2:
Preparation of the Record 2
Once your application has been considered admissible, the second step is the compilation of your Record 2. This is the file whereby the candidate will demonstrate they have acquired the skills required by the curriculum knowledge base for the diploma. 
The applicant will have between 1 and 4 interviews with our academic tutors to verify which skills can be validated by work experience or, where appropriate, by previous education.
This Record 2 thus consists of:

  • An analysis of work situations that have been significant in the development of acquired knowledge in relation to the relevant certification.
  • A justification of learning achieved in work situations (whether or not professional) that enabled the building of skills, abilities and knowledge in ways other than through education. 

Please note:
Following these interviews, ISEM will provide you with an estimate if you need training in one or more skills. The candidate may choose training at ISEM or any other institute of their choice.
Once Record 2 is submitted, candidates will present their work to a jury of professionals. The chairperson of the jury will introduce the candidate to the members of this jury and will explain how the interview will be conducted – it will be in two stages:

  • the candidate’s oral presentation.
  • the discussion with the jury. 

This is when the candidate presents their request for a VAE. They may use one or more media (PowerPoint, multimedia tools, etc.) or mention all the works likely to support their presentation, if the jury has previously agreed.
The members of the jury then question the candidate on the basis of their VAE file and their oral presentation.
The main purpose of the interview is to have candidates clarify certain aspects of their file and to deepen their analysis. It is by no means a test of the extent of their knowledge or a recruitment interview.
Following the interview with the candidate, the jury will deliberate on the contents of the file and matters arising from the interview. This will prompt discussion and the exchange of opinion between members of the jury.
 In the event of partial validation, the candidate has the option of resubmitting a validation file on the missing skills to the jury within a maximum period of 5 years from the notification date of the jury’s decision. After that time, the entire procedure will have to be repeated.
Each skill block validated is validated for life.

The skills evaluated to obtain the Certification of "Director of Commercial Fashion and Communication Strategy" certified at Level II are as follows:

Analysis and anticipation of evolutions and trends in fashion and ready-to-wear markets

  • Studying and interpreting changes in the sale of products in the French market and in targeted foreign markets
  • Analysis and comparison of commercial and pricing policies in fashion and ready-to-wear markets


  • Analysis and definition of brand positioning in markets


  • Identifying strongly growing markets and exploring opportunities for introducing and marketing fashion or ready-to-wear textile products


  • Drawing up comparative studies of sales trends for different products to understand and interpret changes in sales results


  • Identifying specific local parameters and factors that may impact and explain changes in product sales in markets


  • Identifying novelties and trends in vanguard markets and markets targeted by a brand


  • Participating in international events presenting trends and new product styles


  • Spotting trends in cuts, clothing styles, textile uses, etc.


  • Identifying products that are likely to dominate markets on the basis of trends


  • Producing trend books, presenting core topics for strategic thinking on product lines, presenting product styles suited to French and international markets   

Definition of a sales and marketing strategy for products and accessories from a fashion or ready-to-wear brand

  • Analysing brand performance targets related to the sales and marketing of product lines in target markets and incorporating them to build a business strategy


  • Analysis of production costs and freight of goods to distribution and sales locations
  • Determining pricing policies related to product sales based on distribution channels
  • Drawing up sales forecasts for products based on market situations and product sales strategies


  • Developing a sales strategy for products and accessories in ranges according to commercial objectives


  • Drafting presentation and sales pitches for products based on their characteristics 


  • Presenting business strategies to brand management and sales teams


  • Analysis of the characteristics and peculiarities of foreign markets into which a brand is introduced


  • Analysis of the conditions of product distribution and definition of impacts on sales policies


  • Adapting pricing policies according to competitor positioning and standard of living of targeted consumers


  • Defining pricing policies to achieve desired sales margins 


  • Specifying business strategies based on goals for market penetration by brands 

Designing and implementing promotional strategies and communication campaigns tailored to markets and sales channels

  • Defining lines of communication according to the identity, the universe and the image of a fashion and/or ready-to-wear brand


  • Selecting messages and visuals for communication and promotional campaigns


  • Assessing needs and setting goals for promotional campaigns

Targeting countries, markets, and products for communication and/or promotional campaigns

  • Scheduling communication campaigns over specific periods and geographical areas based on brand goals


  • Devising communication plans while keeping within brand budget allowances


  • Forecasting and estimating the expected impact of communication and/or promotional operations


  • Drafting calls for tenders to specialized agencies for communication campaigns and operations


  • Selecting agencies for communication campaigns and operations, negotiating service rates


  • Supervising phases of preparation and launch of communication campaigns and promotional operations


  • Managing internal dissemination of information related to communication and/or promotional operations


  • Planning the provision of promotional materials at sales points


  • Controlling the implementation of communication campaigns and operations


  • Defining criteria and constructing tools to measure the impact of promotional and communication campaigns

Writing appraisals of promotional and communication campaigns and analysing the repercussions for a brand

Sales management, product order management, inventory management and sales team management 

Regarding sales management:

  • Analysing sales charts of products at sales outlets


  • Controlling sales made by distribution networks


  • Controlling inventory levels of merchandise and products according to sales targets


  • Identifying response needs in sectors and markets to move merchandise

Regarding production:

  • Managing relationships with service providers involved in production chains


  • Anticipating risks of merchandise supply disruption taking into account production and delivery deadlines


  • Placing orders based on estimated sales capacity and volumes sold


  • Negotiating rates for the production of goods


  • Taking receipt of goods, checking production qualities of items, returning sub-standard items

Regarding sales teams:

  • Raising teams’ awareness of sales results, identifying delays and looking for possible causes


  • Training sales teams in product sales

Motivating sales teams on product sales targets and the need to sell goods

For all inquiries on how to compile your VAE file, please contact the Admissions Department:
By email:
By phone: 00 33 (0)1 44 83 81 50
 €800 fee for application file and €1,000 fee for presentation to the jury, in addition to training fees if necessary and if the candidate chooses to train with ISEM.

Download the CERFA VAE
Download the document VAE

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