Fashion communication and marketing - spring intake

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.

Introduces the fundamental techniques and styles in the creation of a fashion communication strategy and advertising campaign. The role of advirtising in communication strategies; study of types of advertisement, media and message and how they combine into cohesive communication for fashion companies and products.

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.

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.

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.

Prerequisites: Introduction to Fashion Marketing / Management or equivalent. Basic marketing fundamentals are necessary.
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.

Pre-requisites: Trends forecasting knowledge is highly recommended but not compulsory.
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.

The course introduces students to the world of fashion communication approaching the principal aspects of visual communication advertising. Students learn the correct methods and criteria to consider in creating a fashion communication strategy. Tha fashion sector as a new type of communications that ranges from the advertising message to the major event.

The course is a journey through fashion as a mirror of Western society: from historic costumes to the modern concept of fashion. The evolution of styles and tastes in Western fashions from its origins to the mid-nineteenth century. The course follows an interdisciplinary approach; fashion styles are decoded in relation to art history, society, anthropology, economy, gender studies, media studies, in a national and international context.
Fashion and its interactions with culture, subculture, gender, and communication are emphasized. The course follows both a chronologic and thematic approach, as well as an experiential learning method, taking participant students into on-site itineraries and activities to enhance their educational experience based on first-hand knowledge. Florence, its rich culture, and heritage are used as the main classroom and source for students’ researches and learning activities.

The course will start from what semiotics is and what is the purpose of semiotics, then through lessons, examples and workshops the methods of semiotics will be explained and tested, with a strong connection to the fashion industry and the related professional situations in which semiotics can be applied as a tool. The last part of the course will be aimed to explore the evolution of semiotics and possible relations with other subjects and theories.

The opportunities offered by the new information thechnologies and communication have brought to a convergence of media of telecommunications and of information regarding fashion projects.

The course offers an analysis of the factors that contribute to the structure of a fashion collection: from the production of fabrics to the composition of a fashion product and the different elements that create it.

Covers the basics of fashion event planning and communicating starting with the study of case histories of events. Deals with the interconnectivity of physical and digital planning and how to effectively manage a project, client or event with digital tools to increase integrated communication strategies.

The course will analyze the main elements of visual language in fashion throughout the last century, introducing the students to the main artistic movements related to the most various visual fields: cinema, press, advertising, photography, graphic design, internet and so on. At the end of the course students will be able to recognize and identify different visual languages and styles, and use them for personal projects. The course will be organized in traditional classroom lectures, movie screenings, research activity and class discussions, meetings with professionals and activities outside the class.

The course introduces students to the world of fashion communication approaching the principal aspects of visual communication advertising. Students learn the correct methods and criteria to consider in creating a fashion communication strategy. Tha fashion sector as a new type of communications that ranges from the advertising message to the major event.

The course is a journey through fashion as a mirror of Western society: from historic costumes to the modern concept of fashion. The evolution of styles and tastes in Western fashions from its origins to the mid-nineteenth century. The course follows an interdisciplinary approach; fashion styles are decoded in relation to art history, society, anthropology, economy, gender studies, media studies, in a national and international context.
Fashion and its interactions with culture, subculture, gender, and communication are emphasized. The course follows both a chronologic and thematic approach, as well as an experiential learning method, taking participant students into on-site itineraries and activities to enhance their educational experience based on first-hand knowledge. Florence, its rich culture, and heritage are used as the main classroom and source for students’ researches and learning activities.

The course will start from what semiotics is and what is the purpose of semiotics, then through lessons, examples and workshops the methods of semiotics will be explained and tested, with a strong connection to the fashion industry and the related professional situations in which semiotics can be applied as a tool. The last part of the course will be aimed to explore the evolution of semiotics and possible relations with other subjects and theories.

The opportunities offered by the new information thechnologies and communication have brought to a convergence of media of telecommunications and of information regarding fashion projects.

The course offers an analysis of the factors that contribute to the structure of a fashion collection: from the production of fabrics to the composition of a fashion product and the different elements that create it.

Covers the basics of fashion event planning and communicating starting with the study of case histories of events. Deals with the interconnectivity of physical and digital planning and how to effectively manage a project, client or event with digital tools to increase integrated communication strategies.

The course will analyze the main elements of visual language in fashion throughout the last century, introducing the students to the main artistic movements related to the most various visual fields: cinema, press, advertising, photography, graphic design, internet and so on. At the end of the course students will be able to recognize and identify different visual languages and styles, and use them for personal projects. The course will be organized in traditional classroom lectures, movie screenings, research activity and class discussions, meetings with professionals and activities outside the class.

This course investigates developments in the history of contemporary fashion, so as to identify trends in the fashion system and how it communicates. The evolution in trends and styles is tackled from an historical, cultural, social and economic standpoint, providing students with the tools they need to understand fashion’s contemporary relevance, highlight its mechanisms and identify its key personalities and salient phenomena.

In addition to learning how to use video design programs and the most important techniques of video shooting and editing, this course analyses the aesthetic codes, the many different languages of the video medium and the influence exerted on perception and use of the fashion system. Students acquire the ability to exercise critique about the phenomena related to video production, translating the codes of their contents and understanding the techniques used to make them.

This course analyses the role of new media in fashion events and fashion system main appointments. Students acquire the ability to exercise critique about the phenomena related to digital communication, interactive and digital event planning, translating the codes of graphics and video language in contemporary cycles of fashion.

In this course, students learn to understand and apply the entire process of fashion styling, from the preliminary research to the finished product. Experimenting with interacting with other artistic disciplines and developing their own creativity, they learn to work autonomously. The porpose of this course is to develop student's ability to make an original, creative interpretation of elements in contemporary lifestyles, so as to propose a contemporary view of them in a fashion styling and visual merchandising project.

The purpose of the methods and processes available for visual design is to communicate and present complete projects. By providing students with a series of technical and methodological skills, the course teaches them to use the principle graphic design programs to create a customised book, a portfolio and multimedia graphic projects.

Starting out from an analysis of the trade press and by responding to specific questions, students are now expected to create a narrative, both written and visual, that takes styles and brand identities into due account.) Case studies highlight the importance of choosing the correct expressive language, semiotic codes, principles of marketing and mechanisms for using communications – from hard copy to the web and new digital tools.

The purpose of this course is to train students’ ability to act independently and to apply the right methodology for devising, developing and producing a visual merchandising project. Students will learn to develop their technical skills and practical application capabilities to manage a creative project effectively, from the choice of location and the organization of the design set. Partecipants will acquire the ability to observe and analyze the real world and contemporary trends in visual merchandising in significant fashion stores. The aim of this course is to develop student's ability to make an original, creative interpretation of elements in contemporary lifestyles, so as to propose a contemporary view of them in a fashion styling and visual merchandising project.