MBH2170E10708

Fashion Communication

Major study: Fashion Communication Start date: October 2015 | Duration: 36 | Language: English
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Fashion Communication speaks many languages, sends Tweets and Facebook messages. Globalization has brought new and unexpected opportunities for exchange of visions, styles and blogs. New professional figures and new fashion instigators are needed to promote and change the fashion system from within, click by click.  

The three-year undergraduate program in Fashion Communication is structured with a post-geographical world in mind but contextualized within the Tuscan Fashion system with its traditions and fame for high quality, craftsmanship and luxurious products. I.e. Fendi, Ferragamo, Pucci, Gucci, Pradaand many others are creating their products here, giving students in Florence a distinct advantage of accessibility to the fashion world. 
The program is structured with the partnership of LuisaViaRoma and offers an internship

Professional profiles include: Press Office Manager, Public Relations Manager, Brand Manager, New Media Communicator, Blogger, Social Media Manager, Fashion Event Manager, Communication Manager, Curator of Fashion exhibitions.

Description
Teachings
Faculty
Partners
  • The purpose of the course in Fashion Communication is to prepare professional communicators to specialise in fashion. Students are taught the skills and the methods used to develop and produce events organised for the fashion industry. The topics covered include all the phases of the communication process (fashion communication, fashion writing and editing, advertising and web communications), designing and managing events, PR and the press office, for the purpose of achieving an effective transmission of the brand, its values and its philosophy.

    The course trains young professionals to be capable of conceiving and managing integrated promotion strategies, seeking out external relations with other industry operatives, monitoring advertising campaigns, looking after media relations and organising events and catwalk shows.

    The first year is devoted to providing students with the basic skills they need for adopting a strategic design approach to the area of communications for fashion. In addition to familiarising with the fundamentals of cultural and technical knowledge, students also learn how to apply correct design methods, starting with an analysis of the market and of the fashion product and the definition of the identity of the recipient of the communications, then working through to the completion of a communications plan coherent with the skills thus acquired.

    The second year focuses on developing the skills necessary for designing a communication plan for a brand or a firm, by learning and using traditional tools and developing on the theme of knowledge and analysis of strategic activities in the new media and the web. By implementing these cultural, technical and IT skills, students learn how to read and understand fashion as a complex system of signs and trends, so as to suggest their own vision of it and a personal storytelling, both organised coherently in projects.

    In the third year, the course concentrates on strengthening students’ skills so as to hone their design abilities and cultural knowledge, ensuring that they are based on the ability to act independently, maintaining a critical approach and focusing on innovation and quality, all skills that help them break into the working world. By developing their studies of the industry’s more innovative channels and means of communication and articulated design approaches, students learn to elaborate and develop an idea of interpretation and of a storyboard for the contemporary fashion system that culminates in building an original overall vision for it.

    IED Florence partners with a network of corporate contacts working in the fashion industry and located all over the city and its district, so as to maximise its links with local industry and craftsmen, cater optimally to the industry’s needs and apply the knowledge and skills acquired. In particular, the course is conducted in partnership with Luisaviaroma.com.

  • 1st Year
    • History Of Contemporary Art
      • Visual Language: Introduction to aesthetics; 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.

    • Digital Image Processing
      • The application of highly-evolved digital tools to the visual languages of fashion. The curriculum provides students with the basic grounding they need to use the most important programs for processing and transforming images, as well as for mounting and retouching them.

    • Fashion History
      • A synthesis of fashion through recent times to analyze how it is culturally percieved and promoted world-wide.

    • Design Methods
    • Subject - specific learning activities
    • Fashion System
      • Introduction to the fashion industry, providing an overview of the Fashion Market: Historical perspective on Structures, roles, market segmentation and process and company types. Fashion Materials: From inspiration to the product: the course features a study of the method that leads from the moment of conception of the material to the design of the fabric, including fundamental types of fibers and yarns, analysing their reinforcements, specific dyes, basic processing techniques and types of application. This understanding is used communicate the benefits and quality of the products we sell.

    • Fashion Design 1
      • Fashion Communication: The fashion sector as a new type of communications that ranges from the advertising message to the major event. How to use the media and the designers’ press offices and increase event communication.

    • Integrated learning activities
    • History of Fashion Photography
      • Exploring the styles and lives of the leading exponents of fashion photography, so as to evaluate their impact on the imagery projected by fashion itself and to make a technical analysis of their style of composition, the influences they exert on one another and their role as trend catalysts.

    • Sociology of art
      • Analysis of social phenomena and behavior, with a special focus on questions related to lifestyles, Target identification and consumption.

    2nd Year
    • History of Fashion 2
      • The study of the historical development of Fashion from the birth of the Designer to the current fashion world.

    • Computer Graphic
      • Digital Communication: Content creation is a vital part of the creative toolkit in today’s marketing and communications field. This course studies the computer editing programs needed to create and present great content.

    • Fashion Graphics
      • The study of different Graphic styles through designers, fonts and case histories and how to apply them to different circumstances.

    • Publishing for Fashion Design
      • Fashion Photography and Styling: Provides the basic technical and theoretical knowledge of the photographic set and fashion styling, by analysing the various possibilities and main style trends.

    • Design methods for visual communication 2
      • Fashion Event Organization and Communication: Includes perspective and analysis of the importance of the relationships between fashion events and communications and their possible strategies and their future scenarios.

    • Communications and Public Relations
      • Study and enhancement of people skills. Product placement and how to keep it in step with the commercial strategy chosen. The fashion sector as a new type of communications that ranges from the advertising message to the major event. How to use the media and the designers’ press offices and increase event communication.

    • Fashion Design 2
      • Advertising Communication: Corporate communications, the different techniques and strategies of communications, with a special focus on specific situations and sponsorship. Case histories.

    • Trend Forecasting
      • Definition, research and analysis of the latest trends and of the professional profile of the cool hunter.

    • Integrated media techniques 1
      • Video Production: Examines video techniques: supports, duplications, systems and more by analysing equipment and storyboard creation to arrive at a finished product.

    • Net Marketing
      • Fashion Marketing : Trains students in the area of marketing, giving basic knowledge on how to create a business plan and business model, providing the concepts fundamental for analyzing and creating projects whose purpose is brand structure and promotion.

    • Semiotics
      • The study of "sign", the essential element in every form of communication, including the Fashion designer’s creative communications. Fashion is interpreted as a story regulated by a specific code that makes it different from every other phenomenon of communications.

    3rd Year
    • Integrated media techniques 2
      • Video Production 2: Final project video. Students will have the opportunity to create a video as part of their final project.

    • Fashion Design 3
      • Fashion Styling: Final project shoot. Students will have the opportunity to create a complete fashion styling and shooting session as part of their final project.

    • Visual Merchandising
      • an image in the point of sale. Optimizing product visibility and understanding Brand Image, brand philosophy and customer care and relations.

    • Fashion Marketing 2
      • From product definition to product launch, the various stages of the marketing plan, with a special focus on the specifics of the Fashion sector. Analysis of guerrilla marketing and temporary stores.

    • Fashion Multimedia Marketing
      • A study of the new forms of Marketing strategies that implement or are based exclusively on digital media.

    • Creative Writing
      • Provides background information about the aims and objectives of journalism, about techniques of information transmission and about the various fields in which journalists operate. From sources to the allocation of tasks and the difference between regular features and the main body of a magazine to types of fashion articles and their purpose. Includes an analysis of the leading publications in Italy and abroad: their identities and their strong points.

    • Multimedia Design
      • New Media Communication: As the internet grows and changes we study and implement Social media, blogs, podcasts and the new frontiers of web 2.0 applications.

    • New Media Management
      • 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.

    • Fashion Design 4
      • Final Work and Presentation of Final Work: A 100 hours individual or group project decided by the students and tutors that focuses on the topics learnt during the course and is evaluated. These projects are the culmination of the three years of work and ease the way to jobs, internships or further studies.

    • Additional learning activities
      • The Italian Fashion System: An in depth study of the Italian Fashion system and its strengths and weaknesses, modus operandi and changes needed or vantage points for future growth.

  • Troy Nachtigall

  • Braccialini
    museo piaggio
    nomination
    unomaglia

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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