Fashion Marketing

Undergraduate Courses - Florence

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Those involved in marketing in the fashion industry have a deep understanding of the system, processes, methods and materials. They knows how to read the industry and the market and uses their skills to become an important point of connection between the company and the target.

The Undergraduate course in Fashion Marketing addresses the cultural issues, techniques and methodologies necessary to build an innovative strategic marketing and communication project, with particular attention to the digital world, social media and the challenges of ethics and sustainability. Much of the teaching deals with the theme of marketing intended both as a communication tool for the brand and the product, and as a study discipline applied to market logics.

  • Credits
    180
  • Start date
    October 2021
  • Duration
    3 years
  • Attendance
    full-time
  • Language
    English

Context – Communicate fashion means being able to plan and manage integrated communication strategies, set up advertising campaigns, coordinate the relationship with media and the other player of the sector, organize events and shows, take care of public relation but above all develop launch plans for products, designers and fashion brands.

Methodology and structure – The aim of the study path is to explain how to read fashion understanding all the elements through its cultural, historical and social signs, the extension of its meaning in the market in relation to analysis, positioning, distribution, identity, brand and consumer in addition to the typical methods and languages of communication for the web and new media, trends and style evolutions

.During the three years course, the teaching supports a qualitative and quantitative approach to marketing, intended as an instrument of narration and communication of the brand and product and as a discipline of study and measurement applied to market logic. Specific notions and tools such as market research and analysis, business plans, budgeting, relational and viral marketing, consumer psychology and brand analysis, help to understand fashion as a system of trends and needs, and to propose a product, consumer and the sector analysis.

The aim of the course is to develop the necessary skills and a contemporary approach to the challenges and complexities of the fashion system and its culture, responding to the needs of autonomy and critical attitude, innovation and quality, connected to the design of an organic and complete marketing plan.

Professional Perspectives – Brand and Communication Specialist, Merchandising Specialist, Product Manager, Fashion Buyer, Retail & Store Specialist, Digital Coordinator.

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.

Renato Stasi - Course Coordinator

Renato Stasi - Course Coordinator
Designer - responsible for product development, fashion design teacher - accessory designer. He has been working for over twenty years on activities related to the development and production of accessories for clothing collections. He worked in various design areas, for some of the major companies and fashion designers such as Alessandro Dell'Acqua - Redwall Group, Emilio Pucci LVMH group, Angelos Bratis, and others.

Elisabetta Di Giugno

Elisabetta Di Giugno
Art historian, graduated in Literature with a Thesis on the Medici Gem Collection, she obtained a PhD in Art History. He has published numerous essays, most of them related to the Medici family, their history and especially their collection of cameos and carvings. Subsequently he deepened his studies specializing in the history of costume, history of jewelry, medieval and Renaissance architecture in Florence and Renaissance art in Italy.

Karen Elena Yamin

Karen Elena Yamin
Graduated in New York in Business Administration with a Master in Big Data & Business Intelligence, she is Senior Consultant in fashion and cosmetics. He has worked as a Marketing Analyst at Dolce&Gabbana, as Brand Coordinator and Cosmetics Launch Consultant for YSL, Ermenegildo Zegna, Stella McCartney and Alexander McQueen and Operation Consultant for fashion companies.

Claudia Gelosa

Claudia Gelosa
Graduated in Economics and Management, with a specialization in marketing, Claudia has gained professional experience as a communication and advertising planning manager for various brands in the fashion, sportswear and accessories industry at national and international levels. Since 2003 she has been actively committed to architecture communication, starting a career with Archea Associati. In 2009 she founded her own PR and Communication firm Re.publique Comunicazione d’architettura in Florence.

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.

Gabriele Di Ruvo

Gabriele Di Ruvo
Co-founder and owner of Mummu Academy, a training agency based in Florence. He teaches computer science and data analysis with Excel and other Office software, working on special courses related to the EDCL certification. As a consultant he supports companies and individuals in the development of new professional skills through a team of multidisciplinary teachers.

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.

Spiros Stella

Spiros Stella
He was born in Florence to a family of fashion entrepreneurs. Graduated in International Political Sciences from the“ Cesare Alfieri “ Faculty in Florence. After 25 years working as Sales and Marketing Executive with international experiences, he is now a Business consultant and also Professor of Management and Marketing.

Francesca Cuoretti

Francesca Cuoretti
With over 15 years of experience in Retail, she has developed extensive Visual Merchandising knowledge, also gaining experience in merchandising, sales, product development and brand image for companies such as Braccialini, Salvatore Ferragamo, Louis Vuitton and Liu Jo.

Stefano Guerrini

Stefano Guerrini
He started his career writing on various fashion magazines, in particular on Donna monthly magazine, L’Uomo Vogue, MF Fashion and also on website of GQ Italia Magazine. He has then become Fashion Director of the bilingual quarterly magazine Label. In 2005 he has started collaborating as Fashion Journalist for Made 05 free-press magazine, then renamed MadeWithStyle, and from November 2010 he’s become its Fashion Editor. He also collaborates with EFF, bellomag.com, labelmag.com e manchic.com and in 2010 he has founded his own blog.

Enrica Guidato

Enrica Guidato
Visual Artist, Interaction Designer and Teacher, his work focuses on experimenting with interactive installations that explore elusive natural events such as space missions. It promotes interdisciplinary initiatives on the topic of interactivity and how Creative Technologist develops augmented and virtual reality solutions, mobile apps and videogames. Founding member of the collective Apparati Effimeri, he experiments with the new projection mapping techniques and specializes in interaction design projects.

Marco Innocenti

Marco Innocenti
Owner and Founder of Kidstudio. Designer, Illustrator, Art Director and Photographer with experiences in copy, typography and text editing. Expert in magazine design and publishing, he is involved in cultural and tourist promotion.

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).

Giovanni Iozzi

Giovanni Iozzi
Since 1988 he's been working as a System Administrator for communication systems in companies that operate in graphics, multimedia and interior design. Furthermore, he expanded in research and development for the fields of strategic and operative marketing.

Francesco Tombolini

Francesco Tombolini
Long time veteran in the luxury fashion arena. Since the 80's a winning series of experiences and challenges in the industry with a full dedication and attention to emerging markets and innovative business models. With significant experience in omni channel. Fashion educated and not contaminated, naturally driven to interact sharply through physical and digital ecosystems. Well trained into all product categories and product gender. Team player, inspired, simple.

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.

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.

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    

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 she 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.  

Chiara Ioele

Chiara Ioele
Over 25 years of experience with American and European retailers (Saks Fifth Avenue, Bloomingdale’s, Target Corporation, Harrod’s among others), as Divisional Manager and Sourcing Director, with direct responsibility on buying, product sourcing, business acquisition and development of marketing and merchandising strategies in various countries worldwide. Since 2009 consultant for international business development and Professor in various international Institutes and Universities.

Andrea Selvi

Andrea Selvi
Has more than 20 years of international experience in fashion. Graduated in Economics in 2000 , he participated to post-graduated program at Institut Français de la Mode in Paris. He started his career in London at Richemont group then he moved back to Paris where he used to manage different roles: product management, buying and merchandising for international companies (Dior, Le Bon Marché, Façonnable) and now is in coordinating the global Menswear Buying for the concept store Luisa via Roma, based in Florence.

Martina Corezzi

Martina Corezzi
Born in Florence in 1986 under the zodiac sign of Taurus, she is determined, creative and curious. Fashion professional with over 10 years of experience in organizing events and communication strategy for leading companies in the luxury and fashion systems such as Emilio Pucci - Lvmh Group, Roberto Cavalli, Pitti Immagine and Attila & co, for which she covered the role of the Events Manager & Press Office Coordinator. After several experiences among Paris, Milan and New York, she has now decided to return to her hometown where she works as an independent marketing & communication consultant for fashion & lifestyle companies.

Alessio Sorrentino

Alessio Sorrentino
Marketing Manager and passionate teacher, he uses communication to transfer value from the brand to the audience. During his collaborations with brands such as Janome, Fujifilm, Boohoo, Signoria Firenze, he managed projects for the European and US market. Between a social post and an e-commerce sale, when he can he run to the tatami and practice Karate.

Claudia Di Manzano

Claudia Di Manzano
Manager and entrepreneur in fashion accessories and gift and home decor areas for over thirty years, with experience in Italy and abroad in many companies such as Blumarine, Diesel, Monnalisa, Walt Disney, Moschino, Benetton, Panini.

Valentina Bellantone

Valentina Bellantone
Journalist, copywriter and content manager. She has over 15 years; experience in the communications sector, working for several major fashion, art and design brands and specialising in digital content management and e-commerce localization. Since 2017, she has been providing digital consultancy services to numerous fashion and luxury brands, including Max Mara, Moncler, Tod';s, Fendi, Etro and many others.

Ivan Bellanova

Ivan Bellanova
Women's clothing designer, fashion industrial design teacher, consultant for the development of fashion collections. He has began his career as a women's tailor-made clothing designer for the family label and then became a fashion consultant for TV channels such as RaiPremium and La7. Today he is divided between teaching and consulting for the development of RTW collections for the suppliers of Giorgio Armani, Tom Ford, Versace, D&G.