Home > Курсы > Маркетинг > Флоренция > Course of Fashion Communication and Marketing - Fall Intake - Флоренция - Италия

Course of Fashion Communication and Marketing - Fall Intake

Обратиться непосредственно в учебный центр IED Istituto Europeo di Design - sede Florencia

для связи необходимо принять политику конфиденциальности

Kомментарии к Course of Fashion Communication and Marketing - Fall Intake - Очная - Флоренция - Италия

  • Описание программы
    Fashion Marketing and Communication - Fall intake
    One Year Courses - Florence

    Attendance: Full-time
    Language: English

    Fashion is closely linked to communication and marketing as they allow brands to communicate their products, identity and strategy. For this reason, it is very important to be able to design advertising campaigns as well as to identify and organize promotional activities, through the most appropriate communication channels, in order to convey the characteristics of a brand and advertise its products.

    The Fashion Marketing and Communication Academic Year allows you to analyse the relationship between brand, products and audiance and the role that marketing and communication plays within the fashion industry. You will explore how brands communicate their key messages across promotional platforms such as branding, advertising, print, digital and social media, visual merchandising, retail environments, events and experimental marketing.

    You will learn the communication strategy and how to develop a written, visual, and digital narrative and to launch, promote and support the brands that you connect with.
    The course takes an in-depth look at positioning and target-audience theories and analyse specific case studies of some of the marketing and communication strategies adopted by the most renowned brands.

    Description

    Schedule:  Lessons run from Monday to Friday, full-time.

    Target:  Students attending their second year of university studies in Communication, Marketing or Fashion Styling, and for professionals working in one of these fields, seeking to achive career development and additional skills and knowledge in a specific field.

    Methodoogy and Structure: The education path is based on the acquirement of the cultural, methodological, technical and technological knowledge and skills in the chosen field. The course alternates theoretical lessons with workshops and meetings with representatives of leading companies in the sector. 
    The Academic Year is made up by the Fall Semester in Fashion Marketing and one of the two Spring Semesters: Fashion Communication or Fashion Styling. 

    The aim of the course is to teach you to develop an analytical and critical thinking, the ability to work independently and as part of a team, the use of effective communication and the ability to give and receive constructive feedback. 

    Through the Fall Semester you depeen the marketing strategies that brands often employ, and comprehend how these can be measured in terms of productivity, through product positioning,
    perceptual maps and consumer portraits.

    Based on your choice, during the Spring Semester you will concentrate on a new product launch, re-launch, and brand re-positioning, or you will acquire preparation in the planning and communication of events for fashion, starting from the study of significant case histories, as well as learn the most effective methods to manage a project, a customer or an event with digital tools to increase the integrated strategies of communication.

    Subjects

    Fashion Marketing – Fall Semester

    Branding

    This course is focused on the principles and methodologies applied to the fashion industry. Explores how a company’s identity, image and values establish the basis for effective and successful communication and growth. This course is focused on the basic principles and methodologies applied to the fashion industry. 

    Fashion Communication and Public Relations

    Introduces the fundamental techniques and styles in the creation of a fashion communication strategy and advertising campaign. The role of advertising in communication strategies; study of types of advertisement, media and message and how they combine into cohesive communication for fashion companies and products.

    Social Media Lab

    During this course you learn the methods and strategies for communicating a project using new (social) media: recognizing the creative process (from conception to completion), choosing and organizing the information, interacting with the dialogue partner, studying the most effective communication model to adopt.

    History of Fashion Photography

    The course explores the endlessly fruitful and fascinating relationship between photography and fashion in Western culture. With an European and North-American focus, classes follow a chronological order, ranging from the 1840s, when photography first appeared, to our days. Starting with the first daguerreotypes, the course considers the relationship between photographers, art directors, stylists and artistic avant-gardes in the 1930s and 1940s.

    The program coninues with the research developments in the following decades up to the marriage of art and fashion in the 1980s and ‘90s, when barriers between “low” and “high” culture melt and fashion houses began to work with fine artists. Great attention is paid to contemporary developments, i.e., the latest fashion campaigns both in magazines and online.

    Through power point presentations, visits, video clips and movies, the course analize in-depth the visuals and ideas that have shaped the past and contributed so much to the present development of trends, looks and styles in every aspect of fashion, communication and culture at large.

    Fashion Event

    This course primarily aims to develop your ability to find and analyze the difference between all the typologies of events used to promote a single object, a collection, a brand or a shop considering a fashion event as part of the communication and marketing process of a company.

    You will learn to conceive and plan the events strategy, in all its parts – from the brand identity to the concept and suggestions in order to present your ideas to the client.

    Fashion Marketing and Management

    This course covers fundamental marketing and management strategies for the fashion industry. Special attention will be given to specific examples and case studies in Italy.

    Trend Forecasting

    Study of the methodologies for trend forecasting used in the fashion industry with a special focus on new media. Creation of a trend book related to trade fairs and socio-cultural analysis. Target identification and style research are also key features of this course. 

    Project Methodology

    Analytical tools to examine the interactions among products and the production process. Fundamental concepts to understand the influences that scientific and cultural components have on a product. You will acquire awarness and learn to manage all the phases involved in the production process.

    Technology of Materials

    This course introduces you to the main aspects of fabric, from the fiber to the finishing, allowing you to have a general overview of the textile manufacturing processes and an understanding of the different types of fabrics. Through visits to Italian textiles manufacturers and museums you will depeen the theoretical notions acquired during the course.

    Technology of Materials: Leather Accessories

    The main focus is leather and the accessories market. You will learn to search for ideas, inspirations, and trends in order to create new collections based on the high quality concept and uniqueness of the Made in Italy. Florence as the main historic district of leather will serve as the starting point of the analysis and research, which then will expand to other Italian leather districts. The final output will be a paper project for a leather capsule collection, developed according to the contemporary fashion trends, having the possibility to create a small physical product (SLG – small leather good).

    Made in Italy

    Overview of the evolution and great innovators of Italian concept while examining contemporary designers, products, and trends. The focus is on the emotional, expressive and sensorial value of fashion, decor and accessories. Florence will serve as the classroom to observe and evaluate contemporary creative and commercial realities.

    Fashion Communication – Spring Semester

    Fashion Communication

    Analysis of the principal promotional tools and methods that conquer in creating all around visibility to a brand or to a fashion product, through the identification of targets, objectives and all organisational and strategic aspects. The course goes through the different phases, from how the idea is formulated to the development of the actual object (product, visual or retail) enabling both the most suitable tools to be identified and the management of those aspects that impact on the training, construction and representation of every creative activity.

    History of Arts, Fashion and Costume

    The course is a journey through fashion as a mirror of Western society: from historic costumes to the modern concept of fashion. The evolution of styles and tastes in Western fashions from its origins to the mid-nineteenth century. The course follows an interdisciplinary approach; fashion styles are decoded in relation to art history, society, anthropology, economy, gender studies, media studies, in a national and international context. Fashion and its interactions with culture, subculture, gender, and communication are emphasized. The course follows both a chronologic and thematic approach, as well as an experiential learning method, taking you into on-site itineraries and activities to enhance your educational experience based on first-hand knowledge. Florence, its rich culture, and heritage are used as the main classroom and source for your researches and learning activities.

    Semiotics for Fashion

    Following a definition of semiotics, the course will analyse how fashion largely depends on culturally accepted codes, so to understand fashion it is necessary to have an exact knowledge of the unconscious symbolisms attaching to forms, colors, textures, postures, and other expressive elements of a given culture.

    The last part of the course will be aimed to explore the evolution of semiotics and possible relations with other subjects and theories.

    Digital Communication

    The course will inquire how digital technology and social media changed the marketing and the corporate communication in the fashion system. Furthermore you will explore the opportunities offered by the new information technology and possible applications with reference to their evolution and technical components.

    Fashion Materials

    The course offers an analysis of the factors that contribute to the structure of a fashion collection: from the production of fabrics to the composition of a fashion product and the different elements that create it. 

    Fashion Events

    Through this course you will deal with the fashion event planning and communicating starting with the study of case histories of events. The course will also discuss about the interconnectivity of physical and digital planning and how to effectively manage a project, client or event with digital tools to increase integrated communication strategies.

    Visual Language

    The course will analyze the main elements of visual language in fashion throughout the last century, introducing you to the main artistic movements related to the most various visual fields: cinema, press, advertising, photography, graphic design, internet and so on. At the end of the course you will be able to recognize and identify different visual languages and styles, and use them for personal projects. 

    Introduction to Collection Project

    Introduction to the fashion collection concept and acquisition of the necessary skills to develop original ideas and create a collection. You learn to coordinate the various planning phases: from concept, research, material exploration, and technical design. The final output will be a paper project for a potential capsule collection, developed according to the contemporary fashion trends. Realisation of a basic female/ male drawing, with a particular attention on anatomy proportions and the development of graphic techniques for the draping and the patterns of the main fabrics.

    The Concept of Trend

    Particular focus is given to the importance of a product and its perception, how it can be interpreted as an expressive symbol which conveys a unique and personal message. Furthermore you will understand the link between past and future throughout an analysis of the different elements that nowadays give the basis to a future development towards new scenarios and innovation in fashion supply chain.

    Made in Italy

    Overview of the evolution and great innovators of Italian concept while examining contemporary designers, products, and trends. The focus is on the emotional, expressive and sensorial value of fashion, decor and accessories. Florence will serve as the classroom to observe and evaluate contemporary creative and commercial realities.

    Fashion Styling – Spring Semester

    Fashion and Contemporary Arts

    This course investigates developments in the history of contemporary fashion, so as to identify trends in the fashion system and how it communicates. The evolution in trends and styles is tackled from an historical, cultural, social and economic standpoint, providing you with the tools you need to understand fashion’s contemporary relevance,highlight its mechanisms and identify its key personalities and salient phenomena.

    Video Language

    In addition to learning how to use video design programs and the most important techniques of video shooting and editing, this course analyses the aesthetic codes, the many different languages of the video medium and the influence exerted on perception and use of the fashion system. Students acquire the ability to exercise critique about the phenomena related to video production, translating the codes of their contents and understanding the techniques used to make them.

    Fashion Stylist

    Development of the ability to apply the right methodology for devising, developing and producing a fashion styling and visual merchandising project, starting from complex concepts. You will enhance technical skills and practical application capabilities to manage a fashion shoot effectively, from the moodboard and the casting to the choice of location and the organisation of the photography set. You will observe and analyse the real world and contemporary trends in men’s and women’s fashion, as input for elaborating an initial concept and translating it into an original, creative communication proposal.

    Digital Events

    Analysis of the essential elements of digital events: design, realisation, and coordination of all the creative, technical and logistical aspects necessary for a fashion event. How to exploit and integrate the  opportunities of technology to support events, in order to create a unique experience that can involve the audience at 360 °. The course aims at developing a critical attitude towards the phenomena emerging in the fashion scene, so as to translate its forms and contents and learn how to create and to manage a fashion event strategy based on new media.

    Digital Communication

    The purpose of the methods and processes available for visual design is to communicate and present complete projects. By providing students with a series of technical and methodological skills, the course teaches them to use the principle graphic design programs to create a customised book, a portfolio and multimedia graphic projects.

    Fashion Writing

    Starting out from an analysis of the trade press and by responding to specific questions, students are now expected to create a narrative, both written and visual, that takes styles and brand identities into due account.) Case studies highlight the importance of choosing the correct expressive language, semiotic codes, principles of marketing and mechanisms for using communications – from hard copy to the web and new digital tools.

    Visual Merchandising

    The purpose of this course is to train students’ ability to act independently and to apply the right methodology for devising, developing and producing a visual merchandising project. Students will learn to develop their technical skills and practical application capabilities to manage a creative project effectively, from the choice of location and the organization of the design set. Partecipants will acquire the ability to observe and analyze the real world and contemporary trends in visual merchandising in significant fashion stores.  The aim of this course is to develop student's ability to make an original, creative interpretation of elements in contemporary lifestyles, so as to propose a contemporary view of them in a fashion styling and visual merchandising project.

    The Concept of Trends

    Particular focus is given to the importance of body communication and how it can be interpreted as an expressive symbol which conveys a unique and personal message. Furthermore you will understand the link between past and future throughout an analysis of the different elements that nowadays give the basis to a future development towards new scenarios and innovation in the fashion supply chain.

    Introduction to Collection Project

    Introduction to the fashion collection concept and the necessary skills to develop original ideas and create a collection. You learn to coordinate the various planning phases: from concept, to research, material exploration, and technical design. The final output will be a paper project for a capsule collection, developed according to the contemporary fashion trends. Realisation of a basic female/male drawing, with a particular attention on anatomy proportions and the development of graphic techniques. for the draping and the patterns of the main fabrics.

    Made in Italy

    Overview of the historical evolution, philosophical approach and contemporary players and trends. The focus is on the emotional, expressive and sensorial value of fashion, decor and accessories. Florence will serve as the classroom to observe and evaluate contemporary creative and commercial realities.

Другие программы - Маркетинг

Этот сайт использует куки. Eсли вы продолжите просмотр, мы считаем, что вы принимаете ее использования. Больше информации  |