Fashion Marketing

Undergraduate Courses - Milan

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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 objective.


The 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.

 

 

  • Start date
    October 2020
  • Duration
    3 years
  • Attendance
    full-time
  • Language
    Italian

The expert in communication must possess the characteristics of a professional who is highly familiar with the evolutionary changes and instruments used in the world of communication and their strategies, in order to understand and communicate the new fashion signals, both those of the market and of a particular style. Fashion Marketing means knowing how to create and manage an integrated communication strategy, manage an ad campaign, deal with the media and relationships with those operating throughout the sector, organize events and fashion shows, but also be able to plan and implement a launch plan for a product, a designer or a brand.

The first year of the course of Fashion Marketing is devoted to the acquisition of the fundamental technical skills required, the correct methods used in project management, and building a solid base and preparation regarding the culture of fashion. The study program is concentrated on designing a fashion photography shoot: from observing the real world and deconstructing the signals, to the development of an idea and its transformation into a style, in an imaginary situation where the student is required to create an editorial project. The essential goal is assist the student in his capacity to interpret the styles, to analyze and synthesize the real world and his own ideas, translating them into a creative and coherent image, who knows how to transmit the essence of an esthetic image.

The second year is designed to go deeper into the methods, the acquired tools and the cultural aspects which will be more concretely defined: the projects (photo shoots of women, men, still life) deal with all of the various phases which are involved: research/development/realization - and which represent the building blocks of the study program. Each subject is handled according to the project: the technical and creative methodology (software, digital imaging, video creation); the cultural codes (contemporary fashion, photography, semiotics and in general learning how to interpret images). The basic objective is to form a specialist in Fashion Marketing capable of knowledgeably managing the creativity, the time and the mechanisms involved in project management, and to show a high level of skill regarding the background of different fashion styles throughout history, contemporary tendencies, critical analytical capabilities and their synthesis into new forms.

The third year is dedicated to an advanced design project in a simulated professional environment involving complex cultural elements. The elaboration of the final project leaves room for personal intuition and critical reflections on the part of the student. The thesis project for the course of Fashion Marketing favors the development of a personal style and a project which shows originality and coherence, in which the student must show his knowledge of the technical, quality and economic aspects tied to the actual production of the collection.

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

Labs

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.

Enrico Torboli - Course coordinator

Enrico Torboli - Course coordinator
Management Consultant with extensive experience in academic fashion marketing courses, upmarket female publishing, consumer editorial marketing, multimedia platforms, strategic marketing. He was previously engaged in the fast moving consumer goods (Italian dairy and shelfstable products). In the last 17 years, he's been working for leading publishing houses such as Rizzoli Media Group, Condé Nast Publications and Hearst magazines as Group Publisher or VP Sales and Consumer Marketing.

Leila Cerullo

Leila Cerullo
Lifestyle Coach she has developed over twenty years of experience in the fashion field, working in the press office of some of the most important fashion companies and brands such as Emporio Armani and Valentino. She was Head of PR and Press Office UK&WW for Vivienne Westwood in London and Fornari Group and Fashion Box Group back in Milan. She has also been Senior Account Director at Karla Otto, one of the most relevant PR agency in Milan.

Fabio Foschi

Fabio Foschi
Degree in Chemical Engineering from Politecnico di Milano, developed managerial experiences in different industry sectors: chemical, automotive, textile, fashion. He is dedicated to providing consulting for Oaktree Consulting, the company he founded. He also held the role of Director at several companies and is currently a Board Member of the Fondazione Biella Master Fibre Nobili.

Marco Ricchetti

Marco Ricchetti
Economist and Hermes Lab srl President, Counselor for Pitti Immagine, Florence Center for Italian Fashion and National Chamber of  Italian Fashion. In 2010 he has been among the founders of sustainability-lab.net, the first social network for the sustainable fashion. Former Director of the office for economic studies at Federtessile, the Italian Association of Textile and Fashion Industries.

Manuela Sacco

Manuela Sacco
PhD in marketing, she has over 20 years’ experience as Market Research Director, working in Italy and abroad for several multinational companies, such as Coats Patons, Levi’s, Gillette Group. Pioneer in the use of specific methodologies for the study of in-store consumer’s behaviours. At Envirosell she led research projects for international customers such as Adidas, CocaCola, Coin, Dior, Ikea, Nike, Oviesse, Philip Morris, Selfridges, and Starbucks.

Erika Serafin

Erika Serafin
Graduated in Fashion Design, she has been working in the Design Departments of various Brands such as Versace, Missoni and Champions for 15 years.She is currently working as freelance Counselor and Career Counselor and she teaches at several Italian and international foreign academies.

Letizia Buoso

Letizia Buoso
Linguaggio Visivo