IFM Labels, a supporting program for young creative brands

The mission

In 2011, IFM created IFM Labels, a coaching program for young creative brands, as a way of strengthening its commitment to young creative spirit. Each year, IFM Labels supports a cohort of 6 designers, chosen for their talent, their uniqueness and their potential.

"IFM Labels prides itself on encouraging creativity in the fashion sector in Paris. The ultimate goal of this initiative is to support these projects and the individuals who bear them at every stage of their development. The aim is to enable them to take a global view whilst managing their daily agenda. IFM seeks to impart the right tools of the trade to them whilst encouraging uniqueness in their approach".
— Patricia Romatet, Program Director IFM Labels

The labels selected are offered tailored guidance for developing their company from a dedicated team of professionals within the sector in the main fields of expertise necessary for a young creative brand: identity, supply, distribution, production, image and communication, finance.


To accompany young brands in their development and all forms of expression of their business model, positioning on the market and collections, distribution, communication and finance…
To help these labels reach the next stage in their development whilst helping them to clearly define how they aim to stand out in each and every aspect of their activity.
Coaching for 6 creative projects each year for a duration of 10 months (excluding August) starting in July and completing in May of the following year.


Young designers, young brands established in France, in the sectors of women’s and men’s fashion, accessories, shoes/sneakers, leather goods, jewelry...


Formalization of the project’s fundamentals (which are often intuitive), an in-depth study of these fundamentals to put them into perspective and better anticipate future stages of development.

Collection building, distribution, communication, financial resources and teams. To set up operational working tools such as collection planning, general sales conditions, treasury framework, communication framework.
To step back in order to gain perspective in relation to day to day pace and exchange with other designers/labels going through similar situations.
A potential lead-in to preparing business plans/financing arrangements.

More than 20 Labels have been encouraged in 3 years. Discover-them in this section.


The Program

This coaching program is built on a synergy between training/exchange based group sessions and individual tailored coaching sessions.

The four group workshops

— Economic model, business plan and financing
— Identity, positioning, range building and pricing policy
— Sales policy and development across the different distribution circuits
— Communication, artistic direction and digital strategy

>During each of these topical sessions we invite a professional who comes to share his/her experience in developing young creative labels: managing directors of young creative brands, press office, members of the French Couture Federation, couture ready-to-wear and fashion designers, digital agencies, representatives from financing organizations…

These group sessions are held at IFM, with catering provided on-site and included in the fee. Labels can choose to vary the participants who attend each of the themes offered and there may be two in number per company.

Individual Diagnosis

Following the group sessions the IFM LABELS consultants carry out a diagnosis with the team from each label and together identify the challenges and the areas for improvement.
This overview results in the allocation of a credit of 12 individual working appointments with the consultants and their areas of expertise in addition to further areas if need be.

Individual Coaching Sessions

The aim of the individual coaching sessions is to work on specific topics and to help with decision-making. They allow for in-depth examination of core issues and translate the options chosen into operational tools.The subjects tackled are as follows and lead to the implementation of the following tools.
In addition, subjects linked to production, supply chain and information systems can be approached to enrich the other areas, depending on the needs identified.

The Final Debrief

At the end of these individual sessions the team of consultants meets with each of the labels to take stock, to assess the ground covered and to share the areas for improvement to put into place.
This individual sharing concludes with a final group meeting with exchanges on the benefits of the IFM Labels program.

Project team

This program is headed by Patricia Romatet, IFM Professor and Director of Studies and Consulting, with contributions from 3 external consultants:

Claire Cohen
sales policy

Claire Cohen has solid experience in distribution, having worked for many years for major luxury brands. She founded her consulting firm "Retail Expertises", which coaches brands in developing their distribution network and organizes training for the teams. She also sets up "turnkey" boutiques and manages the externalization of certain distribution networks in France and internationally. At IFM she contributes on subjects related to strategic development of brand distribution.

Jérôme Helffer
business model and financing

Jérôme Helffer has been advising and coaching creative brands for the past ten years on issues related to strategy, development, organization, structuring and financing. Today he coaches brands such as Lemaire, Soeur. Roseanna, Melinda Gloss, Adieu and Delphine Delafon. He is also Associate Professor at IFM where he regularly teaches in the Masters and Executive MBA programs..

Simon La Salle
communication and social networks

Simon La Salle works on building and reinforcing the image of International Fashion and Beauty Brands like Lacoste, Vuarnet, Ralph Lauren, P&G & many fresh newcomers. He is the Image Director of SAME SAME BUT DIFFERENT, the ingenious Paris & Shanghai driven digital communications agency. He is also a frequent IFM Executive Education coach & lecturer helping Cosmetics & Luxury Brand Directors to create impactful & innovative product launches.

Patricia Romatet
Identity, positioning and range

Patricia Romatet was consultant designer and later marketing director in the men’s sector and later in distribution. Her activity as director of Studies and Consulting at IFM allows her to combine knowledge of market challenges and respective positioning with the constant search for what defines uniqueness. Her experience guarantees in-depth understanding of the characteristics of the following sectors: menswear, womenswear, leather goods, shoes, lingerie, jewelry and the home At IFM she teaches methodology in collection building in the context of brand image.

Admissions conditions

— A label that has existed for a minimum of 3 seasons
— An annual sales figure of over €100,000 ex-Tax and a positive result
— A minimum of 40% international activity and quality distribution, in tune with the project’s ambition
— An early reputation established with influencers and tangible activity on social networks
— Where possible, having begun to establish a team, a tandem with a designer and another person in charge of sales, management…
— Creative talent and drive to move forward

Applications can be sent directly to IFM at the following address:


To follow this program IFM asks for a participation of €2,500 ex-Tax, divided up over 2 fiscal years.

With the support of