Fashion Marketing and Communication - Fall intake

One Year Courses - Florence

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Fashion is closely linked to communication and marketing as they allow brands to communicate their products, identity and strategy. For this reason, it is very important to be able to design advertising campaigns as well as to identify and organize promotional activities, through the most appropriate communication channels, in order to convey the characteristics of a brand and advertise its products.

The Fashion Marketing and Communication Academic Year allows you to analyse the relationship between brand, products and audiance and the role that marketing and communication plays within the fashion industry. You will explore how brands communicate their key messages across promotional platforms such as branding, advertising, print, digital and social media, visual merchandising, retail environments, events and experimental marketing.

You will learn the communication strategy and how to develop a written, visual, and digital narrative and to launch, promote and support the brands that you connect with.
The course takes an in-depth look at positioning and target-audience theories and analyse specific case studies of some of the marketing and communication strategies adopted by the most renowned brands.

 

  • Start date
    September 2020
  • Duration
    30 weeks
  • Attendance
    full-time
  • Language
    English

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

Target:  Students attending their second year of university studies in Communication, Marketing or Fashion Styling, and for professionals working in one of these fields, seeking to achive career development and additional skills and knowledge in a specific field.

Methodoogy and Structure: The education path is based on the acquirement of the cultural, methodological, technical and technological knowledge and skills in the chosen field. The course alternates theoretical lessons with workshops and meetings with representatives of leading companies in the sector. 
The Academic Year is made up by the Fall Semester in Fashion Marketing and one of the two Spring Semesters: Fashion Communication or Fashion Styling. 

The aim of the course is to teach you to develop an analytical and critical thinking, the ability to work independently and as part of a team, the use of effective communication and the ability to give and receive constructive feedback. 

Through the Fall Semester you depeen the marketing strategies that brands often employ, and comprehend how these can be measured in terms of productivity, through product positioning,
perceptual maps and consumer portraits.

Based on your choice, during the Spring Semester you will concentrate on a new product launch, re-launch, and brand re-positioning, or you will acquire preparation in the planning and communication of events for fashion, starting from the study of significant case histories, as well as learn the most effective methods to manage a project, a customer or an event with digital tools to increase the integrated strategies of communication.

 

  • Fashion Marketing – Fall Semester

    • Branding

      This course is focused on the principles and methodologies applied to the fashion industry. 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 advertising 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

      During this course you learn the 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 your ability to find and analyze the difference between all the typologies of events 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.

      You will learn to conceive and plan the events strategy, in all its parts – from the brand identity to the concept and suggestions in order to present your ideas to the client.

    • Fashion Marketing and Management

      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

      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. 

    • Project Methodology

      Analytical tools to examine the interactions among products and the production process. Fundamental concepts to understand the influences that scientific and cultural components have on a product. You will acquire awarness and learn to manage all the phases involved in the production process.

    • Technology of Materials

      This course introduces you to the main aspects of fabric, from the fiber to the finishing, allowing you to have a general overview of the textile manufacturing processes and an understanding of the different types of fabrics. Through visits to Italian textiles manufacturers and museums you will depeen the theoretical notions acquired during the course.

    • Technology of Materials: Leather Accessories

      The main focus is leather and the accessories market. You will learn to search for ideas, inspirations, and trends in order to create new collections based on the high quality concept and uniqueness of the Made in Italy. Florence as the main historic district of leather will serve as the starting point of the analysis and research, which then will expand to other Italian leather districts. The final output will be a paper project for a leather capsule collection, developed according to the contemporary fashion trends, having the possibility to create a small physical product (SLG – small leather good).

    • Made in Italy

      Overview of the evolution and great innovators of Italian concept while examining contemporary designers, products, and trends. The focus is on the emotional, expressive and sensorial value of fashion, decor and accessories. Florence will serve as the classroom to observe and evaluate contemporary creative and commercial realities.

  • Fashion Communication – Spring Semester

    • Fashion Communication

      Analysis of the principal promotional tools and methods that conquer in creating all around visibility to a brand or to a fashion product, through the identification of targets, objectives and all organisational and strategic aspects. The course goes through the different phases, from how the idea is formulated to the development of the actual object (product, visual or retail) enabling both the most suitable tools to be identified and the management of those aspects that impact on the training, construction and representation of every creative activity.

    • History of Arts, Fashion and Costume

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

    • Semiotics for Fashion

      Following a definition of semiotics, the course will analyse how fashion largely depends on culturally accepted codes, so to understand fashion it is necessary to have an exact knowledge of the unconscious symbolisms attaching to forms, colors, textures, postures, and other expressive elements of a given culture.

      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

      The course will inquire how digital technology and social media changed the marketing and the corporate communication in the fashion system. Furthermore you will explore the opportunities offered by the new information technology and possible applications with reference to their evolution and technical components.

    • 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. 

    • Fashion Events

      Through this course you will deal with the fashion event planning and communicating starting with the study of case histories of events. The course will also discuss about 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 you 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 you will be able to recognize and identify different visual languages and styles, and use them for personal projects. 

    • Introduction to Collection Project

      Introduction to the fashion collection concept and acquisition of the necessary skills to develop original ideas and create a collection. You learn to coordinate the various planning phases: from concept, research, material exploration, and technical design. The final output will be a paper project for a potential capsule collection, developed according to the contemporary fashion trends. Realisation of a basic female/ male drawing, with a particular attention on anatomy proportions and the development of graphic techniques for the draping and the patterns of the main fabrics.

    • The Concept of Trend

      Particular focus is given to the importance of a product and its perception, how it can be interpreted as an expressive symbol which conveys a unique and personal message. Furthermore you will understand the link between past and future throughout an analysis of the different elements that nowadays give the basis to a future development towards new scenarios and innovation in fashion supply chain.

    • Made in Italy

      Overview of the evolution and great innovators of Italian concept while examining contemporary designers, products, and trends. The focus is on the emotional, expressive and sensorial value of fashion, decor and accessories. Florence will serve as the classroom to observe and evaluate contemporary creative and commercial realities.

  • Fashion Styling – Spring Semester

    • Fashion and Contemporary Arts

      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 you with the tools you 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.

    • Fashion Stylist

      Development of the ability to apply the right methodology for devising, developing and producing a fashion styling and visual merchandising project, starting from complex concepts. You will enhance technical skills and practical application capabilities to manage a fashion shoot effectively, from the moodboard and the casting to the choice of location and the organisation of the photography set. You will observe and analyse the real world and contemporary trends in men’s and women’s fashion, as input for elaborating an initial concept and translating it into an original, creative communication proposal.

    • Digital Events

      Analysis of the essential elements of digital events: design, realisation, and coordination of all the creative, technical and logistical aspects necessary for a fashion event. How to exploit and integrate the  opportunities of technology to support events, in order to create a unique experience that can involve the audience at 360 °. The course aims at developing a critical attitude towards the phenomena emerging in the fashion scene, so as to translate its forms and contents and learn how to create and to manage a fashion event strategy based on new media.

    • 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.

    • The Concept of Trends

      Particular focus is given to the importance of body communication and how it can be interpreted as an expressive symbol which conveys a unique and personal message. Furthermore you will understand the link between past and future throughout an analysis of the different elements that nowadays give the basis to a future development towards new scenarios and innovation in the fashion supply chain.

    • Introduction to Collection Project

      Introduction to the fashion collection concept and the necessary skills to develop original ideas and create a collection. You learn to coordinate the various planning phases: from concept, to research, material exploration, and technical design. The final output will be a paper project for a capsule collection, developed according to the contemporary fashion trends. Realisation of a basic female/male drawing, with a particular attention on anatomy proportions and the development of graphic techniques. for the draping and the patterns of the main fabrics.

    • Made in Italy

      Overview of the historical evolution, philosophical approach and contemporary players and trends. The focus is on the emotional, expressive and sensorial value of fashion, decor and accessories. Florence will serve as the classroom to observe and evaluate contemporary creative and commercial realities.

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.

Alessandra Ripa - Course Coordinator

Alessandra Ripa - Course Coordinator
Designer and Project Manager in the retail sector for Italian fashion brands. She was part of an Unesco  project that aimed at inscribing the leather Tuscan craftsmanship on the World Heritage List. Graduated in Architecture, she regularly carried out research projects in the fields of design, materials and sustainable production.

Margherita Abbozzo

Margherita Abbozzo
Graduated in Art History and then in Fine Arts at the Byam Shaw Art School in London. She writes on contemporary art, photography and science for numerous Italian and international art and photography publications. She’s also a teacher, keeps a visual blog for a radio station and runs art classes and workshops. Her works are in public and private collections in Italy, England and America and her books are in the permanent collections of TATE Modern and the Victoria and Albert Museum, London.

Andrea Banfi

Andrea Banfi
After a humanistic education, he specialised in the field of communication and marketing in various sectors (environment, design, fashion, social) between narration and protection of creative talent. He contributed to the launch and communication of various realities related to the Third Sector, competing with the story of design and creative talent in Italy and abroad, also managing civil and environmental awareness and information projects. He worked on international projects in Australia and Canada (Winter Olympics), United States, Poland and Japan, as well as for Expo 2015 and the 150th anniversary of the Unification of Italy.

Rodolfo Bargelli

Rodolfo Bargelli
Teacher of Artistic disciplines, he studies the relationship between Art and Fashion as part of History of Costume. He has taught History of Art and of Artistic Techniques, History of Drawing, Aesthetics, Visual Perception, Fashion Semiotics. During his teaching experience, he specialised in Drawing for Fashion (Techniques for Fashion Sketching, Technical Drawing and Illustration, Moodboard etc. for Apparel and Accessories Bags, Footwear and Jewelry).

Camilla Di Biagio

Camilla Di Biagio
She began her career by organising runway shows and following fashion events and theatrical productions as a costumer at the age of 17. Camilla specialises in event organisation 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.

Daniela Fiorilli

Daniela Fiorilli
Freelance Designer and Stylist Consultant. She 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 her collection was selected together with the most interesting new fashion projects around the world and exhibited during the Florence fashion week.

Claudia Gelosa

Claudia Gelosa
Claudia is specialized in Marketing and Communication, having developed her skills as the Advertisement and Communication Director for several national and international brands in the fashion, sportswear and accessories field. Since 2003 she is actively involved in the Archea Associates Architecture where she became Press Release and Event Coordinator until 2005. Currently Claudia follows several press release projects for design studios, fashion and architecture brands.

Francesca Graziano

Francesca Graziano
Graduated with a BA in International Law at the University of Florence and trained as a sollicitor in London, she decided to pursue a career in fashion communication attending several UAL courses. In London, she gained a valuable experience in the fields of public relations and communication for luxury brands working for agencies, such as Karla Otto and Starworks Group (SWG), through which she developed an extensive knowledge of the international media landscape and internationalisation strategies.

Carlotta Malafarina

Carlotta Malafarina
During many years experience, Carlotta worked in Fashion Companies as Communication Manager and in famous Italian Marketing/ADV agencies and International Fashion brands, as Southern-Europe PR Coordinator, Italian press office and Fashion show Manager. Currently she works in communication and Marketing as a consultant and collaborates with International Companies and brands on communication strategies, mainly on Media plans, Social Media analysis, events management, press office and PR.

Costanza Menchi

Costanza Menchi
Researcher and Counselor in Art History, specialized in History of Costume and Fashion. Founder of Let’s Work Artisans, the didactic project of Associazione OmA in Florence. She studied and taught both in the US and Italy. She’s always been interested in costume and fashion as disciplines that reflect culture and society of a country and as a communication tool.

Arianna Mereu

Arianna Mereu
Arianna Mereu is a Coolhunter and a Fashion Designer. She collaborated with important companies (Sixty Group, Levi’s, Iceberg, Max Mara group) both as a womanswear designer and a coolhunter, for her ability to travel the world seeking what’s new and cool around. She spent some time in Hong Kong, working as a Coolhunter and Reporter for mpdclick.com. She is currently living in Italy, working as a Freelance for several brands.

Andrea Nardi

Andrea Nardi
Graduated in Economics and MSc in Fashion Marketing, Senior Fashion Buyer for CBI – Camera Buyer Italia, he developed his international experience as Head Buyer for Men’s collections and Key Account Manager at SUGAR®. After working as Sales Executive for MARNI® at Tomorrow Ltd in London, now he is working as Fashion Area Coordinator at IED, Fashion Stylist and Business Consultant for international companies operating in the Fashion & Luxury sector.

Paola Passeri

Paola Passeri
Architect, specialised in motion graphic and video design. Professional development of media for visual communication: from graphic design to corporate and promotional videos, to audiovisual products for educational and teaching, to museum video settings, to contents for interactive video installations.

Giulia Rossi

Giulia Rossi
She has been working for over ten years as Communication Expert; among her clients Il Resto del Carlino, Lettera 43 and L’Espresso. As Head of Communications, she collaborates with companies in the sectors of luxury hotels, design, exhibitions and events related to art, food and culture. She is author of fashion publications, tour and restaurant guides, as well as a novel and collected testimonies of entrepreneurs on the subject of local development.

Irma L. Schwegler

Irma L. Schwegler
Owner of Old Fashion Sartoria since 2002, Master Artisan and Bottega Scuola accredited by Regione Toscana. Designer, pattern maker, tailor and dressmaker for clothing and accessories, specialised in sustainable fabrics (partner and participant in CNR projects on sustainable textiles and green fashion). Lecturer for Undergraduate and Master courses.

Andrea Sicuro

Andrea Sicuro
Architect and Co-founder of the knitwear fashion brand Architect and Co-founder of the knitwear fashion brand Patafisic, his main activities are interior and fashion design. He mainly deals with the technical aspects of fashion products' creation and distribution, interior design, design of furniture on commission and research and purchase of pieces of furniture and decoration. He collaborates with Flair Home Collection and with the Firma Prima Design in Florence.

Carla Vannucci

Carla Vannucci
Clara is an Italian documentary photographer. She’s a New York Times contributor and she mostly  covers editorial, commercial and travel assignments. Her works has been published by Vogue Italia, Time Magazine, T Magazine, New York Magazine, Monocle, Vogue Paris, Vanity Fair, amongst others, She is represented by Daria Bonera DB for Corporate and Advertising.