CPH2048E624

Fashion Business

Start date: April 2015 | Duration: 11 months - Full Time | Language: English
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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.

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Enrollment documentation
  • 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.

    Goal
    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.

  • Characterizing 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 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.

         

    Characterizing 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 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.

         

    Project Area
    • 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.

    New column
  • 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.

     

  • Luisaviaroma

Courses of Fashion in Florence

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Credits

© 2010 Istituto Europeo di Design
All rights reserved

Project of Presidenza IED, Marketing office

Project leader
Guido Racinelli

Project designers
Guido Racinelli, Marko Simic, Giovanni Molteni

Interaction design
Marko Simic

Graphic design
fleka d.o.o.

Content Manager and editor
Fabrizo Li Perni

Content Editor
Fernanda Massarotto

Software development
fleka d.o.o.

IT Integration, InIED data base management
Giovanni Molteni, IED

Video, media support and integration
Sergio Valsecchi, Lsw Multimedia s.r.l.
fleka d.o.o.

System administration, IT Office
Giacomo Baruffi, Domenico Bruno

Thanks to
IED Madrid, Xavier Maseda, Fernando Garcia
IED Roma, Enrico Moretti
IED Milano, Mauro Maruccia, Sara Podestà, Elisa Bergamaschino

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