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Fashion Communication and Marketing - Academic Year - Fall Intake

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    Fashion Communication and Marketing - Fall Intake.
    One Year Courses - Florence

    Attendance: Full-time
    Language: English


    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.


    Schedule.

    Lessons run from Monday to Friday, full-time.

    Target.

    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.


    Subjects:

    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.

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