Fashion CommunicationMajor study: Fashion Communication Start date: October 2015 | Duration: 36 | Language: English
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, Prada, and 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.
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.
- 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.
- 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.
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.
- 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.
- History Of Contemporary Art
Gabriele Goretti - 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.
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.
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.
Camilla Di Biagio
Education: Fashion Degree at IED Istituto Europeo di Design Experience:She began her career by organizing runway shows and following fashion events and theatrical productions as a costumer at the age of 17. After obtaining her diploma she starts collaborations with Roberta Papa and REDSTUDIO at the IED in Rome. Stefano Dominella, creative director and professor at the IED invites Camilla to work along side him in his atelier. The REDSTUDIO event organization also asks Camilla to be the Production director of the AltaRoma high fashion runway shows. Camilla specializes in Event organization and shooting production, particularly of fashion exhibits and runway shows both in Italy and abroad. Some of her collaborations include: STUDIO GALGANO, REDSTUDIO, AlTA ROMA, STEFANIA D'ALESSANDRO MAKE-UP, SERGIO VALENTE, PHILIP MORRIS ITALIA, YOU, MANDARINA DUCK and BULGARI. Courses taught: professor of Fashion Events and Visual Language and Creativity Technique, Events Organization, Styling. Website: http://www.myspace.com/360gradiproduzioni
Flores is an Architect, she has studied at the Florence University and at the Ecole dÊ¼Architetcture de Paris La Villette. From 2002 to 2008 she works at Archea Associates where she coordinates and develops exhibits and events. At the same time she coordinates the editorial aspects of the www.floornature.com architectural portal. From 2004 to 2008 she is part of the editorial staff of Area magazine. Her articles are published on several national and international magazines such as Area, Materia, dÊ¼Architettura, Progettare, Casa&design China, Recuperare lÊ¼Edilizia, City Project.
Riccardo Bresciani is a 360° freelance consultant in communication and marketing. He's been working for years with the most important national and international research institutes, dealing with clients such as food international companies and fashion and luxury worldwide relevant brands. In particular, he's been in charge for brand strategic analysis, from market concept to development plans and competitive (re)positioning. He also works as a company consultant on marketing and advertising techniques, and he's a strategic planner to coordinate activities for nationally relevant projects. He's in charge for a University of Bologna research project that aims to map the advertising creative trends in Italy within the years 2000-2012. He published with Claudio Marenco Mores (Calvin Klein's Italy Accessories Product Manager) two essays in two books: Gossip. Strategie di Marketing del pettegolezzo (BUP 2011) and Architetture dei territori ibridi (Pendragon 2012). Since 2008 he's been teaching Communication and Marketing at the faculty of psychology, University of Bologna. He's been teaching Fashion Marketing, Semiotics and Project Management at IED Firenze since 2011.
Costanza Menchi is a native of Florence. Earning her degree from the University of Florence in art history, with a concentration in the history of costume and fashion, she has always been interested in costume and fashion as a reflection of culture and society and as a medium of communication. Her research is interdisciplinary, ranging from costume-visual arts to fashion in theatre-cinema, music and photography. After completing her degree, she also studied Italian Studies, Culture and Communication at Middlebury College (VT). She has taught Fashion Studies both in the USA as well as in Italy, joining the IED Florence program in 2009. She strongly believes in the learning through experience didactic approach and she works in promoting the authentic Italian craftsmanship. She is the founder of Let’s Work Artisans! the didactic project of OmA Association in Florence.
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