What can university execs learn from the fashion industry about brand?
Not a lot, you might think.
But think again.
From digital transformation to rebuilding trust after crisis, fashion brands are showing how strategic branding can do more than sell clothes — it can steady the ship, inspire leadership, and drive real change.
In 2025, university executive boards will navigate a maze of challenges that threaten the very fabric of higher education. From financial instability to leadership vacuums, the hurdles appear daunting. Yet, amidst this turbulence, a potent tool often remains underutilised: the university’s brand, not as a mere logo or tagline, but as a strategic asset capable of steering institutions through stormy seas.
Let’s delve into these challenges and explore how a revitalised brand can serve as a beacon, drawing inspiration from a sector seemingly as distant as fashion.
1. Financial sustainability and business model innovation
Financial strains are tightening their grip on universities worldwide. For instance, Cardiff University faced a £31.2 million deficit for the 2023–24 period, leading to plans to reduce its academic workforce by approximately 400 full-time positions. Similarly, Dundee University announced over 600 job cuts to address a £35 million deficit, affecting about 20% of its workforce.
Brand as a Catalyst:
A well-articulated brand can open new revenue streams beyond traditional tuition fees. By positioning themselves as hubs of innovation and community engagement, universities can attract philanthropists, industry partners, and government grants. This approach not only alleviates financial pressure but also enhances the institution’s reputation and reach.
Industry Inspiration:
Consider how the luxury fashion industry has embraced innovative collaborations to rejuvenate its brands. For instance, Nike’s partnership with Kim Kardashian’s Skims label led to the creation of NikeSkims – merging athletic wear with contemporary fashion to attract new audiences.
There’s no suggestion here to get on the phone to Kimmie right now, but consider the model. Partners and collaborations are often viewed entirely through the lens of funding and academic pursuit. That’s great, of course, but consider also the value of reaching new audiences and increasing brand-building opportunities.
2. Leadership Succession and Organisational Culture
The revolving door of university leadership is spinning faster than ever. High-profile resignations at institutions like Columbia, Harvard, Cornell, and Stanford underscore the volatility at the top. This instability can erode trust and disrupt long-term strategic plans.
Brand as a Magnet:
A compelling brand narrative can attract visionary leaders who resonate with the institution’s values and mission. When a university’s brand embodies excellence, innovation, and integrity, it becomes a destination for top-tier talent eager to contribute to a legacy. This leverages the emotive value of a brand — too often the forgotten ingredient in university brands — not purely its rational benefits.
Industry Inspiration:
Gap Inc., facing declining sales and relevance, revitalised its brand under CEO Richard Dickson by focusing on clear brand identity and engaging marketing tailored to digital platforms. This approach led to growth across all its brands within a year.
Universities can take a leaf out of this playbook by ensuring their brand communicates a clear, compelling vision that attracts and retains leadership talent. This goes beyond a campaign – it’s a strategic, long-term journey that intelligently sacrifices some choices to focus on others that offer greater value.
3. Regulatory Compliance and Ethical Practices
Universities are under increasing scrutiny for ethical lapses, including wage theft, bullying, and discrimination. In Australia, several institutions are being investigated for such issues, prompting calls for stronger regulatory oversight. These incidents can tarnish reputations built over decades.
Brand as a Compass:
Embedding ethical practices into the brand’s core values ensures that decision-making aligns with integrity and transparency. A brand that stands for ethical excellence not only mitigates risk but also builds trust with students, staff, and stakeholders.
Industry Inspiration:
A relevant example is Balenciaga, which faced global backlash over a controversial ad campaign. The brand responded swiftly with public apologies, internal reviews, and stricter oversight. Universities can take a similar approach, embedding ethical values, acting transparently, and rebuilding trust through clear, decisive alignment between brand promise and institutional practice.
4. Adaptation to Geopolitical and Economic Shifts
Global economic fluctuations and policy changes, such as tuition fee debates and funding challenges, are reshaping the higher education landscape. In the UK, vice-chancellors have called for tuition fee increases to prevent institutional closures amid funding crises. These uncertainties demand agility and foresight.
Brand as an Anchor:
A resilient brand that embodies adaptability and global engagement can help universities navigate geopolitical and economic uncertainties. By consistently communicating stability and forward-thinking, institutions can maintain strong international partnerships and student enrolments, even in turbulent times.
Industry Inspiration:
Coach’s focus on Gen Z consumers through its ‘expressive luxury’ strategy has propelled it to become one of the hottest fashion brands, demonstrating adaptability to changing market dynamics. Universities can similarly tailor their brand strategies to appeal to emerging demographics, ensuring relevance and resilience.
5. Embracing Digital Transformation and Technological Advancements
Universities can no longer afford to treat digital transformation as a side project. For today’s learners, digital fluency isn’t a bonus — it’s a baseline expectation. From how students access support services to how they experience teaching and learning, technology is at the heart of it all. And it’s not just about shiny new platforms; it’s about delivering a connected, personalised, and seamless experience — one that aligns with the world they live in.
Brand as a Beacon:
This is where brand earns its strategic keep. A university that positions itself as a forward-thinking, digitally enabled institution signals relevance. It sends a message not only to prospective students but to tech-savvy staff, researchers, and collaborators: we’re ready for what’s next. And we’re building it.
Industry Inspiration:
Look at Gucci. The luxury brand has gone all-in on data-driven personalisation to deepen its connection with consumers. By harnessing digital insights, Gucci delivers tailored experiences that feel both high-touch and high-tech, from curated collections to personalised communications. The result? A heritage brand that feels anything but stuck in the past.
For universities, the lesson is clear: use data smartly, and you can create experiences that are not only efficient but also genuinely engaging – and completely on brand.
Framework for Brand Integration
To effectively harness branding to meet these challenges, university executives can use this three-part framework:
Brand Positioning:
Define your university’s distinct place in the hearts and minds of your audiences. Beyond location, your institution may be remarkably similar to its competitors, so differentiation is unlikely. But being distinct is where you can win.
Brand Idea:
Develop a compelling central idea or narrative that encapsulates the university’s mission, vision, and point of view. This should inspire belief and action, not just communicate intent.
Embedded Behaviours:
Ensure the brand’s values show up in the daily behaviours of your institution. That means aligning leadership, policies, student experience, and communications with what you stand for, consistently and visibly.
Final Word
Brand, when activated with intent and intelligence, becomes a force multiplier. It can fuel trust, drive recruitment, strengthen partnerships, and, crucially, help leadership chart a course through uncertainty. For university boards, the question is no longer whether brand matters – but how boldly you’re willing to use it.