Fashion Communication and Marketing - Academic Year

Start date: February 2015 | Duration: 30 weeks | Language: English
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The Fashion Communication and Marketing - Academic Year 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, seek external relations with other professional figures working in the field, monitor advertising campaigns, maintain relations with the media 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.

The course 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.

At the conclusion of the year-long program participants have the possibility of requesting a 3 to 6 months internship in a fashion company. The Academic Year has a rolling enrolment policy that allows participants that enrol by december 31st are eligible for a 10% discount on the tuition fee.

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 years collaborations have included companies such as:, Fendi, Guess Europe, Emilio Pucci, Emilio Cavallini, Gold, Targetti, Elisabetta Franchi, Calvin Klein underwear, Versace, The Mall, I Gigli, and many others.

  • 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 first part of the program introduces the Communication subjects and focuses in particular on the specific topics of pertinence to the Fashion sector in terms of communicative image and public relations.

    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 Marketing courses develop further the themes dealt with in the first part of the program which involve the understanding of the commercial and industrial processes of the Fashion industry, including visual merchandising, business plans, pricing and strategic planning through traditional and new media.

    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.

    Duration and attendance: 30 weeks (15 +15) full time

  • Fall
    • Communication And Advertising
      • Prerequisites: Fashion Communication, Communication basics or equivalent 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.

    • Digital Communication I
      • The opportunities offered by new information technologies and communication have brought to a convergence of media of telecommunications and of information regarding fashion projects.

    • Fashion Events
      • The course will cover step by step how to organize a fashion event. We will analyze all the stakeholders that part of a complex net of interests involved in such events: the artists, press and media, sponsors, public institutions, general public, the team, etc.
        We will also cover an essential point on an organization event company: the human aspect- the people, it’s leadership, decision making, the team cohesion, etc.

    • Fashion Marketing I
      • The course offers the basics of marketing in both theoretical and technical terms. From theories and strategies to aid comprehension of commercial contexts to the role of advertising businesses in the establishment of a fashion brand.

    • Semiotics For Fashion
      • The course concentrates on clothing and its expressive and semiotic components, including how it is represented in different systems. Fashion is interpreted as a story regulated by a specific code that makes it different from every other phenomenon of communications.

    • 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 fahion.

    • Digital Project Management
      • Prerequisites: Digital Communication I and II or equivalent. Examines projects as processes of effective communication strategies and interpersonal relations and identifies the new technologies useful to aiding the efficiency of the project at every step.

    • Fashion Graphics
      • 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.

    • The Italian Fashion System
      • Prerequisites: Fashion History or equivalent. An overview of Italian Fashion through the analysis of the unique economic, social and style factors that create Made in Italy products. Company structures and Italian designers are studied and local companies visited.

    • New Media Communication
      • Prerequisites: Fashion Communication, Public Relations or equivalents. Methods and strategies for communicating a project using new and traditional 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.

    • New Media Management
      • Prerequisites: Digital Communication I and II or equivalent. Deals with the application of technological tools and methodologies to the artistic production of aesthetics for fashion, including fields such as event planning, installations, videos and all communicative expressions that deal with transversal forms of communications.

    • Video Language
      • Examines video techniques: supports, duplications, systems and more by analyzing equipment and storyboard creation to arrive at a finished product.

    • Visual Merchandising
      • Visual Merchandising is a tool to communicate the company’s values through the proper use of the store’s design, fixtures and lighting, and of the displays and decorative techniques. This course will investigate all this fields and will explain the role of a visual merchandiser in any retail operation.

    • Branding
      • Orientation & Foundation, Brand Strategy, Brand Expression, Trends, Guidance, Brand Identity, Semiotics for Branding, Verbal Branding & Naming, Branding focus, Lovemarks, Branding the worldwide perspective, Brand Engagement

  • Troy Nachtigall

    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.

  • Luisaviaroma

Courses of Fashion in Florence

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© 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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