IED Florence Summer Course - Fashion Events & PR
Course objective This course is designed for those who would like an overview of all the processes involved in staging a fashion show and the PR skills requested and needed to co- ordinate and produce a communication strategy. The aim of this course is to enable the students to develop a wider understanding of all aspects of promotion in the fashion industry, the concept of fashion as a vehicle of cultural communication, the professional organisation of fashion promotion and the language and techniques used in this field. A Fashion Event Manager is involved in planning and curating such events as runway shows, launching new products or brands, store openings, corporate events etc. Managing PR also involves establishing connections with consumers and fashion, accessories, style, apparel and market editors at top trade magazines, newspapers and websites worldwide.
Syllabus Communication and Fashion Key media markets, cutting-edge strategies and techniques for branding and promoting the product, the person or the cause - all underpinned by extensive research and Information and Communication Technology skills. The world of communication relies on texting, podcasting and vodcasting. Planning fashion shows or alternative events, in order to provide students with a real understanding of all the tools (from the choice of location to shooting, from selection to music and fitting) and steps necessary to compose an organisation process. Giving feedback to the head office and the other teams (such as buyers), visiting other stores in the area, working with in-store sales staff and helping to develop their understanding of presentation. This course also examines current and future scenarios of synergies between the fashion world and the internet.
PR, Advertising and Communication To coordinate an integrated communication policy, from concept to execution, implies defining the goals, seeking the most suitable media depending on the target groups and selecting, managing and coordinating the people who contribute to designing and promoting the corporate image: photographers, stylists and art directors. Depending on the final work, an accurate analysis of fashion forecasting & trends will be studied, and offers an introduction to understanding emerging trends in culture and soci-
ety. The PR expert is the professional who conceives, coordinates and produces every aspect of the communication strategy and enables the fashion brand to get in touch with its public and to convey meaning.
Fashion Events This course provides the theoretical foundations for organising events in the fashion sector, including how to draw up the organisation plan. Various types of events will be tackled, depending on the final work selected, including topics such as a new product launch, a fashion show, a static presentation and the inauguration of a new point of sale.
Branding Brand communication, the role of visual merchandising, organisational structure. Merchandising techniques, conducting research based on lifestyle concepts and trends, as well as store and/or regional attributes.
Fashion Writing This course provides background information about the types and objectives of fashion writing, about techniques of information transmission and about the various fields in which journalists operate. It includes an analysis of leading publications in Italy and abroad: their identities and their strong points.
Final Work The course will end with an event, product launch or exhibit on a theme relative to the work done during the course. Here始s a link to picture of the event organized last year And here a link to another event Here始s a link to the flyer made for last year event
Course Structure Duration: 75 hours Language: English Qualification for admission: No specific qualifications needed Course schedule: 4th - 22th July 2011 Coordinator Annaluisa Franco Events Organization Professional figure
Fashion event organizers are in charge of hiring book space for fashion shows, hiring models, scheduling fittings, finalizing which clothing and accessories will be shown, handling publicity, and even arranging seating and refreshments. What do fashion event organizers organize that is so interesting? Besides the obvious arranging of fashion shows, fashion event organizers also have a hand in:
Small boutique and mega-store openings Product launching Trade shows Trunk shows Sample sales Parties & special events Scouting and securing venues Attaining the talent (models, designers, hair and makeup artists, photographers) Recruiting sponsors Event/show layout Staging of the event, lighting, music, hiring and managing event staff, and Overseeing promotion and production