Abstract
I have always been very interested in fashion. For the last six months, I have been working as a communication manager's assistant at Victoria Couture, a luxury brand company that deals with clothing and accessories (bags, jewels and watches) for women and for children. My job profile consisted of product placement, that is to have as many photographs of our products and as many articles as possible in the media, in order to increase the visibility of the company and the customer's awareness of our products. During that internship, the communication team (my boss, his colleague and I) had to develop the visibility of the winter collection in the media, especially in French fashion magazines. Part of the collection that we had to promote consisted of fur coats or down jackets that had some fur on the hood. This was one of the fashion hits of that season. But, as the clothing we were promoting was for women and children, we did not really know whether we had to emphasize on those fur coats to make them as likable as possible. The team was in a dilemma, as we did not really know how to hand over the "fur subject" to the media.
