Fashion Business

Master - Florence

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The Master in Fashion Business is designed for professionals and graduates wishing to acquire high-level skills in new technologies applied to fashion communication. Cradle of fashion thanks to Pitti events, Florence is worldwide recognized as the center of Italian fashion industry and its production process as a whole, from the raw material to the displayed object of fashion. The course integrates advanced technologies, traditional techniques and crafts in favor of innovative products and communication services. Moreover, Sara Maino (Vogue Italia Senior Editor) is the scientific coordinator of the school.

Career opportunities - At the end of the Master, the Fashion Business Manager can work for fashion events, public relations, fashion businesses, advertisement and press offices. Students can find a job as Brand Expert, Fashion Promoter, Fashion Marketing Expert, Creative in advertising and Consultant for new media.

  • Start date
    March 2017
  • Duration
    11 months
  • Attendance
    full-time
  • Language
    English

Target - The Master in Fashion Business welcomes graduates from universities and academies in the fields of Fashion, Communication and Marketing, as well as young professionals with relevant experience in the field.

Methodology and structure - The primary objective is the development of creative and communicative skills through a critical, analytical and transversal approach to the Fashion System.
The course includes the study and analysis of cultural, historical and socio-economic elements that define the world of contemporary fashion. The program’s structure provides students with opportunities to work for Italian fashion brands on real cases, and to deepen, along with designers and professionals in the contemporary fashion system, the knowledge of the entire process of communication industry. The course pays particular attention to integrated strategies involved in the use of new media and social media.

Students critically examine teamwork methodology and the topics of design and management. The theme of fashion is examined in all its forms: history, communication, marketing, semiotics, visual communication.

The study of fashion events and their communication through press office is particularly important: the course examines exhibitions, fashion shows, showroom events and others focusing on the roles and interactions of all the professionals involved, such as PR, stylists and photographers. The acquired skills include the organization of events and their effective communication through a strategic approach and detailed critical analysis.
The course also deals with the Italian design system from different pespectives: from the visual merchandising to production processes, from business plan to the professional presentation of the product/event to the customer.

The Final Project offers participants the opportunity to develop and present their own project at the international exhibition Pitti in Florence.

  • Cultural area

    • 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

      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.

  • Focusing area

    • Branding

      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 its 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 through brand identity, project management and strategic communication skills previously acquired, including the necessary elements to create a successful event: from tailoring the project to selecting locations, logistics, permits, catering and invitations.

    • Fashion Marketing

      Starting from the basics of marketing in both theoretical and technical terms, the module deals with theories and strategies of commercial contexts, also 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 / The key 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.

       

  • Project area

    • Advertising Strategies

      Introduction to business communication topics and strategies: communicating, informing, promoting.

    • 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.

Remarkable is that teacher who accomplishes himself what he teaches to others.
(Italian proverb)

IED faculty are professionals that daily face the market. Here you can read their bios.

Riccardo Bresciani - Course coordinator

Riccardo Bresciani - Course coordinator
Freelance consultant in communication and marketing, he deals with strategic analysis for brands, from market concept to development plans and competitive repositioning. He's been working for years with important national and international research institutes and with clients such as food international companies and fashion and luxury worldwide relevant brands. He's in charge for a University of Bologna’s research project that aims to map the advertising creative trends in Italy within the years 2000-2012.

Gabriele Goretti

Gabriele Goretti
Architect, designer, senior researcher in fashion design strategy and luxury goods market. Senior researcher within joint research Labs between Academia and advanced craftsmanship SMES. PhD in Industrial design, his professional profile is focusing on relationships between design strategies and advanced manufacturing processes. Moreover, his research is focusing on product values communication through design-driven innovation based on technology innovation and traceability.

Margherita Abbozzo

Margherita Abbozzo
Born in Florence, Margherita studied in Art History in the University of Florence and Fine Arts at the Byam Shaw Art School in London. She writes on contemporary art, photography and science for numerous Italian and international art and photography publications. She’s also a teacher, keeps a visual blog for a radio station and runs art classes and workshops. Her works are in public and private collections in Italy, England and America and her books are in the permanent collections of TATE Modern and the Victoria and Albert Museum, London.

Claudia Gelosa

Claudia Gelosa
Claudia is specialized in Marketing and Communication, having developed her skills as Advertisement and Communication Director for several national and international brands in the fashion, sportswear and accessories fields. With her communication agency Re.publique Architecture Communication, she manages the press office’s activities for several design studios and companies.

Costanza Menchi

Costanza Menchi
Researcher and consultant in Fashion History and management of companies’ historical archives. She collaborates with important Florentine institutions for the conservation and promotion of artisanal cultures, especially in the fashion accessory’s sector. Personal website

Arianna Mereu

Arianna Mereu
Freelance Coolhunter and Fashion Designer,  she collaborated with important companies such as Sixty Group, Levi’s, Iceberg, Max Mara group, both as a womenswear designer and cool hunter. She spent some time in Hong Kong, working as a Cool Hunter and Reporter for mpdclick.com    

Camilla Di Biagio

Camilla Di Biagio
Camilla began her career by organizing runway. She’s specialized in event organization and shooting production, particularly for fashion exhibitions and runway shows. Some of her past collaborations include: Studio Galgano, Redstudio, Alta Roma, Stefania d'Alessandro Make-up, Sergio Valente, Philip Morris Italia, You, Mandarina Duck and Bulgari.

Giovanni Iozzi

Giovanni Iozzi
Born and raised in Florence, since 1988 he has been working as System Administrator for communication systems in companies that deal with graphics, multimedia and interior design. He’s also specialized in research and development for strategic and operative marketing. Since 1996 he has been teaching at the Fashion Institute of Technology. LinnkedIn

Giulia Rossi

Giulia Rossi
She has been working for over ten years as Communication Expert; among her clients Il Resto del Carlino, Lettera43, L’Espresso. As Head of Communications, she collaborates with companies in the sectors of luxury hotels, design, exhibitions and events related to art, food and culture. She is author of fashion publications, tour and restaurant guides, as well as a novel and collected testimonies of entrepreneurs on the subject of local development. Personal website Personal website

Spiros Stella

Spiros Stella
He was born in Florence to a family of fashion entrepreneurs. Graduated in International Political Sciences from the“ Cesare Alfieri “ Faculty in Florence. After 25 years working as Sales and Marketing Executive with international experiences, he is now a Business consultant and also Professor of Management and Marketing.

Michelangelo Guarise

Michelangelo Guarise
Founder of Volumio, a multimedia startup, his fields of work are Interaction design, web design, digital marketing and growth hacking. He cooperates with several R&D international teams, ranging from multimedia applications to technology innovation in high-level products. Graduated in psychology, his main interest are the technological innovations, especially for the human and cognitive aspects.