Digital Communication in Fashion

Courses

The Digital Fashion System
Online and social media marketing and communication tools are critical topics in the fashion industry. New media has created space for web-based publications, new business models and an immediate global reach for brands. The module “The Digital Fashion System” will analyse the impact of digital tool within the fashion system and will explore key strategies fashion professionals take in communicating online, from merchandising, distribution and supporting technology to social communication strategies and tools.

The Narrative of Fashion
The course “Narrative of Fashion” offers the opportunity to explore the notion of narrative and storytelling as it exists within the field of fashion. It is about storytelling for fashion designers, how the story is created, what it conveys, and how it is conveyed. It will create an opportunity for participants to familiarize themselves with traditional and experimental ways that storytelling might be anchored to create personal stories, to generate individual points of view and character developments.

Social Media and Digital PR Management
The module introduces the participants into the use of social media for fashion communication processes and it is aimed at the design, both strategic and of the contents, of the most innovative digital channels of communication. Participants will be able to manage tools for building a social media strategy by monitoring, listening and analyzing online communication flows.
The module provides also an overview of the digital public relations field, emphasizing the strategic role of Digital PR management in achieving long-term business goals.
Participant will study the case examples and theoretical concepts that inform Social Media and Digital PR Management best practices, and will gain practical experience conducting qualitative and quantitative research, planning campaigns, and optimizing social media content.

Workshop of Ideas: new strategies for brand upgrading
The course "Workshop of Ideas: new strategies for brand upgrading" will be developed through working groups Participants will create a strategic communication plan in response to a real-world Social Media and Digital PR problem.

Teaching model
The teaching methodology is very innovative as it addresses in a synergistic and transverse way the different topics covered in the course.

The teaching model is composed as follows:

- In classroom lectures
- Case studies
- Company visits
- Project Works
- Sessions of career orientation and/or review on business ideas

Traditional in classroom lectures are alternated with case discussions, meetings with managers and other representatives of the business community, company visits, in class activities and project works.
Career orientation will be provided to the participants that aim at working in the industry or in communicaitn agencies; feedbacks to the business ideas will be shared with participants that are willing to become entrepreneurs.