Global Marketing Intern 3/3

It’s hard to believe that my internship is already coming to an end. Looking back on these three months, I’m grateful for how much I’ve learned and for the opportunity to experience the fashion industry from a global marketing perspective.

Throughout the internship, I’ve had the chance to work across many different areas of marketing. From content planning, PR and influencer marketing to media strategies, events, and out-of-home activations, I’ve been involved in a wide range of projects and activities. What I’ve enjoyed most is seeing how all these different marketing functions connect and work together towards the same goal: building a strong and consistent brand.

One of my biggest takeaways is that marketing is rarely about a single campaign or channel. Instead, it is about creating a consistent brand experience across many touchpoints over time. Working closely with different teams, markets, agencies, and partners has also given me a better understanding of how global brands balance maintaining a clear identity while adapting to local market needs.

Alongside my internship, I have been conducting a field study focused on how global fashion brands build brand awareness across different markets. One key finding is that a strong brand identity and heritage act as the foundation for all brand-building activities. I also found that successful brand awareness efforts require a combination of multiple marketing channels, a balance between global consistency and local adaptation, and a long-term commitment, as meaningful results often take years to achieve.

It has been an incredibly valuable experience, both professionally and personally, and I leave with new knowledge, new perspectives, and many lessons that I will carry with me going forward.

/Lisa Sandell