Fashion Marketing - Fall Semester

Semester Courses - Florence

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In view of the evolution of recent years, globalization, new lifestyles, technological innovation, changes in consumer and purchasing behavior, new and changing fashions and competitiveness, navigating the complex world of fashion requires a combination of elements such as careful strategy and a precise sales plan to be able to determine the success of a brand on the market.

In this regard, the Fall Semester of Fashion Marketing allows you to understand and deepen the various phases of the strategic marketing process within the fashion system. 

By examining in a schematic and pragmatic way themes such as the concept of branding, market research, new communication technologies, public relations activities, product positioning, new trends, distribution channels, we provide you with the cognitive and operational tools necessary to support the brands operating in this sector with the formulation of targeted and effective policies and tactics.

 

  • Start date
    September 2020
  • Duration
    15 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.
 

Methodology and structure:

The Fashion Marketing semester program focus is developed through the courses offered, the companies chosen for collaborations and the project that concludes the semester. Important courses and topics such as branding and fashion marketing, which are the bases for the creation of effective and strategic marketing plans, coherent brand philosophy and image construction and ultimately good sales will be thoroughly covered in the classroom as well as utilized in student project work and presentations.
Students will work in touch with fashion manufacturers of ‘Made in Italy’ production, aiming at communicating and promoting in an innovative way the tangible and intangible values of Italian luxury product in the contemporary fashion market.

 

  • Topics

    • 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 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

      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 continues 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 analyze 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

      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. 

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.

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 Architecture Association where she became Press release and Event Coordinator until 2005. Currently Claudia follows several press release projects for design studios, fashion and architecture brands.  

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.

Margherita Abbozzo

Margherita Abbozzo
Graduated in Art History and then Fine Arts at the Byam Shaw Art School in London. She writes on contemporary art, photography and science for many Italian and international art and photography publications. She is in charge of a visual blog for a radio station and runs art classes and workshops. Her works are exposed 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.

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.

Arianna Mereu

Arianna Mereu
Freelance Coolhunter and Fashion Designer,  she collaborated with important companies such as Sixty Group, Levi’s, Iceberg, Max Mara group, both as a womenswear designer and cool hunter. She spent some time in Hong Kong, working as a Cool Hunter and Reporter for mpdclick.com.

Rodolfo Bargelli

Rodolfo Bargelli
Art and Fashion teacher, Rodolfo Bargelli has been studying the relationship between Arts and Fashion in the History of Costume field. He has taught Visual Perception, Colour Theory, Aesthetics and also Fashion Drawing Techniques for Apparel and Accessories. He has cooperated with various institutions such as State University of Florence, FIT New York, Polimoda, Fondazione Roberto Capucci, and Fashion exhibitions.