Fashion BusinessStart date: April 2015 | Duration: 11 months - Full Time | Language: English
Designed for professionals and graduates that desire to gain perspective on the Fashion System, the Fashion Business program focuses on creating professionals in the areas of marketing, branding, management, business, digital media and viral communication techniques. Attention is given to strategic management and communication for all types of companies, focusing on the roles of the professional figures involved.
Florence is the crib of Italian Fashion since its beginning in 1951 with the first fashion shows which have now evolved into the Pitti fairs. It is in an ideal location, being in the heart of Tuscany, a beautiful region where most of the luxury fashion goods are created, and at the center of the Leather district in Santa Croce and the Knitwear district in Prato. Companies such as Ferragamo, Gucci, Cavalli, Guess, Roy Rogers, and so on choose to have their headquarters and production centers in Tuscany. Florence is also host to the Pitti and Vintage Selection fairs as well as to transversal digital media events for high-end luxury stores such as Luisa Via Roma.
The know-how that comes from these companies, combined with Italy’s traditional artisantechniques is now meeting new technologies and new ways of thinking about fashion that make it a hub of cultural and style exchanges.
The Master in Fashion Business is addressed to Italian and foreign graduates in Fashion, Communication, Marketing, or to those with diplomas from university level schools of the same fields as well as to young professionals working in the fashion field with a minimum of two years experience.
The Fashion Business program aims to give participants the opportunity to further develop their acquired skills through a transversal analytical approach of the Fashion System and an experiential didactic method that combines theory to practice.
Mixing communication and creative skills with an in-depth and strategic approach, this master course involves extensive knowledge of the cultural, historical, sociological and economic components of the Fashion System as well as the forecasting of trends in the specific target market, developing new communication processes for fashion such as blogging, content creation and publishing, styling, web, new media, advertising, runway shows and event creation.
Methodology and Structure
The program is structured so that participants will have the opportunity to work on real life situations and promote fashion brands, designers and artisans as well as gain insight into the communication chain of fashion and its multi-faceted integrated strategies that increasingly involve New Media and Social portals.
The notions gained are examined throughout the course in practical applications with company-based collaborations and projects. Participants will be expected to gain communication and event organization skills with an in-depth analysis and strategic approach that can be applied to any project in their current or future careers.
- Fashion History
A synthesis of fashion through recent times to analyze how it is culturally percieved and promoted world wide.
- Fashion Semiotics
The study of signs and their identification, meaning and classification. The semiotic concepts applied to fashion as a particularly relevant field for the use of symbols in advertisement, runways, events and every type of communication.
- Italian Fashion
A synthesis of fashion through recent times to analyze how it is culturally perceived and promoted world wide. The study of the specifics that led to the “Made in Italy” phenomenon and how to overcome its current and future challenges.
- Italian Fashion System
An overview of the main historical evolutions and processes that created the current Italian fashion system
- Visual Communication
An historical and critical analysis of the most important modern and contemporary artistic and fashion movements, in relation to the development of society and of culture and their application in communication strategies.
The identification of a company’s identity, image and values as a foundation for its effective communication, success and growth. The promotion of a product or service through it’s image, logo or graphics.
- Fashion Communication
The communication chain and its applications to fashion Events of all types: from launching parties to runways, from select events to product communication, company blogs and customer care. Focus on Professional Presentations: Public speaking and portfolio creation to always manage company presentations, interviews and emphasize your skills correctly.
- Event Management
The creation of an event for a company that reflects a practical application of a cohesive mix of the topics previously covered (brand identity, project management and communication strategies) including the necessary elements to create a successful event: from tailoring the project to selecting locations, logistics, permits, catering and invites; everything an event manager needs to know.
- Fashion Marketing
From the basics of marketing in both theoretical and technical terms, the module goes from theories to strategies of commercial contexts covering the marketing mix and the role of businesses management in the establishment of a fashion brand.
- Fashion Photography
An excursus into Fashion photography that concludes with a photo-shooting session aimed at applying the Photography and Visual Language knowledge as well as creating visual material to integrate in personal portfolios.
- Fashion Writing And Press Office
The study of the written word applied to fashion; types of editorials, articles, press releases, etc as well as the fundamental role of the press office as a major player of the fashion world.
- Public Relations
In depth analysis of the role and significance of the related professional figure. Defining the PR’s responsibilities and aptitudes and their evolving importance in a fashion event and new media context.
- Production Processes
Analysis of the production processes of companies (vertical, integrated, horizontal and artisianal) and the role of strategic planning, management and innovation possible for the current technological level.
- Visual Merchandising
The methods, practices and operations used to promote and sustain the commercial activity, particularly at the point of sale. The variety of merchandise available for sale and the techniques for visual display in such a way that it stimulates the customers’ interest.
- Advertising Strategies
Introduction to business communication topics: communicating, informing, promoting. Managing communication strategies.
- Graphic Tools
The study graphic design with programs such as Photoshop, Illustrator, InDesign and Keynote (Power Point) to enable students to make outstanding presentations, magazines, web graphics and documents to ensure that their ideas are adopted inside the fashion industry
- Professional Presentations
The study of public speaking to communicate effectively to a client. Includes the presentation of concepts, elevator speeches, portfolios aimed at creating a great impression.
- Project Management
Managing multidisciplinary teams. Team building, the role of management with the goal of the creation of cohesive strategies for fashion companies and products. The use of new media in effective project management.
- Trade Fairs and Show Management
A specific study of the main fashion trade fairs and shows and their role, management and successful outcome.
- Trend Forecasting
The study of trends and their origins and predictions; based on cultural and economic factors, participants study the colors, materials and styles that are upcoming and relevant to the renewal of fashion.
- Viral and Digital Strategies
The extensive use of new media for fashion strategies applied to event promotion, fashion networks and renewal of customer base.
- Fashion History
Annaluisa Franco, Coordinator
Annaluisa Franco is the coordinator of the Fashion Department of IED Florence. She has taught courses such as semiotics, sociology and history of fashion in several institutions such as IED Rome, IED Florence, FUA, University of Venice IUAV, SACI, Accademia del Lusso and others.
Born in Florence, Margherita Abbozzo studied Art History at the University of Florence, where she graduated, and Fine Arts in London, where she lived from 1983 to 1999. In London she studied at the Byam Shaw School of Art, part of Central Saint Martin's School of Art (B.A. 1990), and at Camberwell, M.A. 2000. Margherita writes on contemporary art, photography and science since 1984 for numerous Italian and international art and photography publications. Margherita also teaches, keeps a Visual blog for a radio station and runs art classes and workshops. Margherita’s works are in public and private collections in Italy, England and America. Her books are in the permanent collections of TATE Modern and the Victoria and Albert Museum, London.
Riccardo Bresciani is a 360° freelance consultant in communication and marketing. He's been working for years with the most important national and international research institutes, dealing with clients such as food international companies and fashion and luxury worldwide relevant brands. In particular, he's been in charge for brand strategic analysis, from market concept to development plans and competitive (re)positioning. He also works as a company consultant on marketing and advertising techniques, and he's a strategic planner to coordinate activities for nationally relevant projects. He's in charge for a University of Bologna research project that aims to map the advertising creative trends in Italy within the years 2000-2012. He published with Claudio Marenco Mores (Calvin Klein's Italy Accessories Product Manager) two essays in two books: Gossip. Strategie di Marketing del pettegolezzo (BUP 2011) and Architetture dei territori ibridi (Pendragon 2012). Since 2008 he's been teaching Communication and Marketing at the faculty of psychology, University of Bologna. He's been teaching Fashion Marketing, Semiotics and Project Management at IED Firenze since 2011.
Over 15-years experience as marketing, communication and retail development manager for high-end luxury brands."¨"¨Full competences about luxury retail management and innovation, service optimization, licensing development, up-to-date marketing techniques for high-end local & global market, strategic decision-making process."¨Proven ability to quickly understand and efficiently answer to the needs of the international high-end retail markets, and then define and execute marketing and sales strategies that increase retail growth and enhance profitability."¨"¨
Costanza Menchi is a native of Florence. Earning her degree from the University of Florence in art history, with a concentration in the history of costume and fashion, she has always been interested in costume and fashion as a reflection of culture and society and as a medium of communication. Her research is interdisciplinary, ranging from costume-visual arts to fashion in theatre-cinema, music and photography. After completing her degree, she also studied Italian Studies, Culture and Communication at Middlebury College (VT). She has taught Fashion Studies both in the USA as well as in Italy, joining the IED Florence program in 2009. She strongly believes in the learning through experience didactic approach and she works in promoting the authentic Italian craftsmanship. She is the founder of Let’s Work Artisans! the didactic project of OmA Association in Florence.
Arianna Mereu is a coolhunter and a fashion designer. She collaborated with important companies (Sixty Group, Levi’s, Iceberg, Max Mara group) both as a womanswear designer and a coolhunter, for her ability to travel the world seeking what’s new and cool around. For this reason she spent also some time in Hong Kong, working as a coolhunter and reporter for mpdclick.com. She is currently living in Italy, working as a freelance for several brands.
Education: Troy was born in Belle Fourche, South Dakota, U.S.A. in 1977. He moved to New York City in 1999 to study Fashion Design and work in Digital Media Technology. He invents new ways to dress and present fashion for lines such Calvin Klein, Jean Paul Gaultier Jeans, Hugo Boss, Hermes and Emilio Cavallini. Beyond this, Troy has taken his creative-talents into ﬁelds such as interaction design with projects including Music Videos for Beyonce, Wardrobe for The Discovery Channel, Publicity for Suntory, Press Ofﬁce for Stussy and training for Apple. This has also led to teaching courses at the University.Experience: IUAV of Venice, University Sapienza of Roma and the Institute of European Design.
Courses of Fashion in Florence
Three Year Courses IED
|Fashion Business Duration: 11 months - Full Time Language: ENG Start date: 14-04-2015 Credits:||ITA||ENG|