Fashion Marketing and Communication - Fall intake

One year courses - Florence

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The Fashion Communication and Marketing – Fall Intake focuses on two of the main factors that determine whether brands that compete in the fashion system will be successful or not. It aims at training professionals to create and manage integrated promotion strategies, to monitor advertising campaigns, maintain relations with the media and other professional figures working in the field, and organise events and runway shows. The course is held in partnership with LUISAVIAROMA, one of the best Italian e-commerce websites for luxury fashion world wide.

Florence is the focal point of the Italian renaissance and home to an incredible cultural, artistic and architectural patrimony. These proud traditions are still part of the economic and creative fabric and are a fundamental component of the curriculum. This is why Florence offers, more than other art cities, a unique inspirational patrimony of artistic and cultural heritage that serves as the backdrop to the Academic Year program.

Special Projects - Within the last editions of the Academic Year programs collaborations have included companies such as: LUISAVIAROMA, Fendi, Guess Europe, Emilio Pucci, Emilio Cavallini, Gold, Targetti, Elisabetta Franchi, Calvin Klein underwear, Versace, The Mall, I Gigli and many others.

  • Start date
    September 2017
  • Duration
    30 weeks
  • Attendance
    full-time
  • Language
    English

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

Target -  The Fashion Communication and Marketing- Academic Year program is aimed at young professionals that wish to improve their competitiveness or change their professional direction; students who wish to gain the basis of Communication and Marketing in the fashion field both for a continuing education or for entering the working world; and Fashion, Communication or Marketing students who wish to explore the specifics of the fashion world in their chosen field of study.

Structure and methodology - At IED Firenze students have the possibility of enrolling in any two consecutive semesters to create an Academic Year.

Fashion Marketing - Fall Semester  +  Fashion Communication - Spring Semester 
Fashion Marketing - Fall Semester  +  Fashion Styling - Spring Semester
Fashion New Media – Fall Semester + Fashion Communication - Spring Semester
Fashion New Media - Fall Semester Fashion Styling - Spring Semester

The Fashion Communication and Marketing - Academic Year is structured as a transversal and focused program that is developed through courses that aim at preparing participants to work in the fashion world. This is achieved during classes and special projects where participants will be working alongside real companies and professional figures, face real issues and improve their problem solving and analysis skills. Academic Years also give a solid basis for participants who wish to further their education. The program will focuse on the specific topics of pertinence to the Fashion sector in terms of communicative image and public relations, visual merchandising, business plans, pricing and strategic planning through traditional and new media.

These courses aim at providing the transversal and multi-faceted approach necessary to successfully navigate and communicate in the Fashion system, including specific courses on the basics of Fashion Communication, New Media (Digital Communication- focusing on fashion blogging) and Event Planning. The Social Media aspect is enhanced by the partnership with Luisaviaroma and the avant-garde solutions that Florentine artisans are requesting to remain competitive in a world wide market.
The IED has a long and outstanding tradition in the training of profiles for Fashion Design & Management and through the years has developed several contacts and projects with main companies in the Fashion field. This gives participants the added advantage of working alongside professionals and companies during the year and of creating innovative and competitive projects that help participants understand the real issues of the fashion world and improve their team working and creative problem solving skills.
At the conclusion of the year-long program participants have the possibility of requesting a 3 to 6 months internship in a fashion 

  • Fashion Marketing – Fall Semester

    • Branding

      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 advirtising 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

      Prerequisites: Fashion Communication, Public Relations or equivalents. Basic internet skills (personal experience with social, specially on mobile) web research skills, mail chat,analysis, social networks. 
      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 the student ability to find and analyze the difference between all the typology of event 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. A very important highlight will be given to the capability of the students to conceive and plan the events strategy, in all its parts – from the brand identity to the concept and suggestions in order to present their ideas to the client.

    • Fashion Marketing and Management

      Prerequisites: Introduction to Fashion Marketing / Management or equivalent. Basic marketing fundamentals are necessary. 
      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

      Pre-requisites: Trends forecasting knowledge is highly recommended but not compulsory.
      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. 

  • Fashion New Media – Fall Semester

    • Fashion Communication – Spring Semester

      The course introduces students to the world of fashion communication  approaching the principal aspects of visual communication advertising. Students learn the correct methods and criteria to consider in creating a fashion communication strategy. Tha fashion sector as a new type of communications that ranges from the advertising message to the major event.

       

    • History of Fashion

      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 participant students into on-site itineraries and activities to enhance their educational experience based on first-hand knowledge. Florence, its rich culture, and heritage are used as the main classroom and source for students’ researches and learning activities.

       

    • Semiotics for Fashion

      The course will start from what semiotics is and what is the purpose of semiotics, then through lessons, examples and workshops the methods of semiotics will be explained and tested, with a strong connection to the fashion industry and the related professional situations in which semiotics can be applied as a tool. 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 I

      The opportunities offered by the new information thechnologies and communication have brought to a convergence of media of telecommunications and of information regarding fashion projects.

    • 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. 

    • Introduction to Fashion Events

      Covers the basics of fashion event planning and communicating starting with the study of case histories of events. Deals with 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 the students 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 students will be able to recognize and identify different visual languages and styles, and use them for personal projects. The course will be organized in traditional classroom lectures, movie screenings, research activity and class discussions, meetings with professionals and activities outside the class.

  • Fashion Communication – Spring Semester

    • Fashion Communication

      The course introduces students to the world of fashion communication  approaching the principal aspects of visual communication advertising. Students learn the correct methods and criteria to consider in creating a fashion communication strategy. Tha fashion sector as a new type of communications that ranges from the advertising message to the major event.

    • History of Fashion

      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 participant students into on-site itineraries and activities to enhance their educational experience based on first-hand knowledge. Florence, its rich culture, and heritage are used as the main classroom and source for students’ researches and learning activities.

       

    • Semiotics for Fashion

      The course will start from what semiotics is and what is the purpose of semiotics, then through lessons, examples and workshops the methods of semiotics will be explained and tested, with a strong connection to the fashion industry and the related professional situations in which semiotics can be applied as a tool. 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 I

      The opportunities offered by the new information thechnologies and communication have brought to a convergence of media of telecommunications and of information regarding fashion projects.

    • 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. 

    • Introduction to Fashion Events

      Covers the basics of fashion event planning and communicating starting with the study of case histories of events. Deals with 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 the students 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 students will be able to recognize and identify different visual languages and styles, and use them for personal projects. The course will be organized in traditional classroom lectures, movie screenings, research activity and class discussions, meetings with professionals and activities outside the class.

  • Fashion Stylist – Spring Semester

    • Modern Fashion History

      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 students with the tools they 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.

    • Digital Events

      This course analyses the role of new media in fashion events and fashion system main appointments. Students acquire the ability to exercise critique about the phenomena related to digital communication, interactive and digital event planning, translating the codes of graphics and video language in contemporary cycles of fashion.

    • Fashion Stylist

      In this course, students learn to understand and apply the entire process of fashion styling, from the preliminary research to the finished product. Experimenting with interacting with other artistic disciplines and developing their own creativity, they learn to work autonomously. The porpose 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.

    • 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.

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.

Gabriele Goretti - Course coordinator

Gabriele Goretti - Course coordinator
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.  

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.

Camilla Di Biagio

Camilla Di Biagio
Camilla began her career by organizing runway shows and following fashion events and theatrical productions as a costumer at the age of 17. Camilla specializes in event organization and shooting production, particularly of fashion exhibitions and runway shows both in Italy and abroad. Some of her past collaborations include: Studio Galgano, Redstudio, Alta Roma, Stefania d’Alessando Make-up, Sergio Valente, Philip Morris Italia, You, Mandarina Duck and Bulgari. Professor of Fashion Events, Visual Language and Creativity Technique, Events Organization, Styling.

Daniela Fiorilli

Daniela Fiorilli
She is a Free-lance Designer and Stylist Consultant. After attending Polimoda in Florence and F.I.T in New York. Fiorilli started her career working for major companies both in Italy and abroad. In 2001 she founded her studio offering her experience to important brands of ready-to-wear and luxury denim. In 2012 launches Guen womenswear capsule collection. She was selected by Vogue Italia as one of the new emerging talents for Vogue Talents september 2013 issue. On july 2015 the Guen was selected together with the most interesting new fashion projects around the world for an exhibition called A.I creative Crime in Palazzo delle Esposizioni during haute couture fashion week.  

Riccardo Bresciani

Riccardo Bresciani
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.

Michelangelo Guarise

Michelangelo Guarise
Founder of Volumio, a multimedia start up, 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 hi-end products. Graduated in Psychology, his main interest is technological innovation, about which he is particularly interested in the human and cognitive aspects, for national and international fashion brands.