Florence Fashion Marketing - Fall Semester Fashion Semestral Course

Branding

• 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 advirtising 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

• 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.

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 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.

Fashion Marketing and Management

• 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.

Trend Forecasting

• 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.