One Year Fashion Marketing and Communication 2012

FASHION MARKETING & COMMUNICATION 2012 ONE YEAR COURSE

Istituto Europeo di Design - IED Vicolo Santa Maria Maggiore, 1_50123 Firenze (FI) Tel./Phone +39 055 2676311_Fax +39 055 2645685_Mail infoflorence@ied.edu www.ied.it

FASHION MARKETING & COMMUNICATION 2012 ONE YEAR COURSE

A Cutting-edge Career in Fashion Management The competitive Fashion Industry increasingly requires professions that link aspects of Management and Communication.

This course emphasizes on the use of New Media thanks to the partnership with high-end luxury Florentine site and store Luisa Via Roma.

IED in Florence also has several contacts with Fashion-related companies in and around the Florentine area in order to create a connection with the local industry and handicraft.

Marketing and Communications are two of the main factors that determine whether brands that compete in the Fashion system will be successful or not.

The course in Fashion Marketing and Communication trains professionals to be capable of conceiving and managing an integrated promotions strategy, seek external relations with other actors working in the sector, monitor advertising campaigns, maintain relations with the media and organize events and Fashion shows The IED has a very long and outstanding tradition in the training of profiles for Fashion Design & Management and through the years has developed several contacts with main companies in the Fashion field.

IED is far more than a school: thanks to its unwavering commitment to innovation, it is the melting pot where new generations of professionalism are constantly unfolded.

Istituto Europeo di Design - IED Vicolo Santa Maria Maggiore, 1_50123 Firenze (FI) Tel./Phone +39 055 2676311_Fax +39 055 2645685_Mail infoflorence@ied.edu www.ied.it

FASHION MARKETING & COMMUNICATION 2012 ONE YEAR COURSE

IED Fashion Management Complete Study/Working Path _700 hours from February to December, English language; _After the end of the course is possible both to do an internship in a fashion company and to join the second semester of the first Year within the Three year course of Fashion Marketing and Fashion Communication in IED Milan or Rome; _Focus on new media and web communication; _The course is in collaboration with Luisa Via Roma (www.luisaviaroma.com) which is one of the best e-commerce website for luxury fashion; _Special project have been developed with companies like Emilio Pucci, Calvin Klein Underwear, La Perla, Pauric Sweeney, Fendi, and many others; _a free basic Italian course.

Special focuses on _How to build a competitive Fashion Brand with a focused view on all aspects of marketing, par ticularly with new media and technology. _The communication chain: Fashion journalism, adver tising, PR and web communication.

After completing the course Professionals may work as: _Marketing Manager: Creates successful marketing strategies for brands and products, dealing with all aspects of the business; from customer research to promotion and distribution. _Press Office Manager: Manages the communications for a product, a Fashion designer or a brand, and addresses the various audiences with whom they relate: journalists, customers, distributors and shareholders. _Public Relations Manager: Deals with launching or promoting a Fashion label, a brand, a product or a designer and his/her co-ordinated image. _Fashion Journalist: Works as a fashion editor for Magazines, Radio, TV and New Media and is capable of commenting on Fashion runways, trends, and of explaining Fashion phenomena. _Fashion Event Manager: Creates and manages any kind of event for a brand, including fashion shows and runways. _Communication manager: Develop communication strategies and campaigns, social media marketing and new media (smart phone, pads, online stores, etc‌ _Fashion Critic: Comments on Fashion trends from the point of view of an opinion leader. _Fashion Exhibition, Museum and Archive Curator: Organizes exhibits and other events to emphasize the clothing, the designs and the accessories that have written the history of Fashion.

Istituto Europeo di Design - IED Vicolo Santa Maria Maggiore, 1_50123 Firenze (FI) Tel./Phone +39 055 2676311_Fax +39 055 2645685_Mail infoflorence@ied.edu www.ied.it

FASHION MARKETING & COMMUNICATION 2012 ONE YEAR COURSE

MARKETING These courses involve the understanding of the commercial and industrial processes of the Fashion industry, including product development and placement, business plans, pricing and strategic planning. Future professions in this field include: Consumer analyst: situations of a theoretical nature alternated with more practical sessions to train the professional profile of the visual merchandiser, specifying the areas where (s)he interacts, evaluating the commercial and social aspects of managing a brand image at the point of sale, conceiving visual sales strategies for developing creative and expressive processes related to excitement and emotion and putting them into practice.

Young fashion designer broker: discovers up-and-coming new fashion talents who can be expected to develop and interpret the latest new trends.

Cool hunter: seeks out and unearths the latest new trends and tendencies.

Visual Merchandiser: responsible for Brand image at the points of sale.

COMMUNICATIONS AND FASHION These subjects develop further on the themes dealt with in the first part of the course, in particular the specific topics of pertinence to the Fashion sector in terms of image and public relations.

These topics aim at providing the transversal and multi-faceted approach necessary to successfully navigate in the Fashion system, including specific courses in PR, Advertisement, Trends, Press Office, Communications and Event Planning.

Communication techniques and strategies_Positioning of a product, the target group, the message and the media planning.

Communication plan_Present a creative communication plan for a specific brand.

Fashion Publishing_The journalistic language of fashion. Articles, abstracts and headlines in the fashion sector.

New Media_Introduction to Internet market: players, production methods, trends. Use of the Internet as a communication tool, formats & planning of web adver tising. Special focus on international fashion sites, blogs and communities.

Istituto Europeo di Design - IED Vicolo Santa Maria Maggiore, 1_50123 Firenze (FI) Tel./Phone +39 055 2676311_Fax +39 055 2645685_Mail infoflorence@ied.edu www.ied.it

FASHION MARKETING & COMMUNICATION 2012 ONE YEAR COURSE

Courses Description FASHION MARKETING 1 This course aims to train students in the area of marketing, and specifically to its areas closely related to communications, providing the concepts fundamental for analyzing and creating projects whose purpose is brand structure and promotion.

FASHION MARKETING 2 From product definition to product launch, the various stages of the marketing plan, with a special focus on the specifics of the Fashion sector.

Analysis of guerrilla marketing and temporary stores.

VISUAL MERCHANDISING Managing an image in the point of sale. Optimizing product visibility and understanding Brand Image and customer care and relations.

BRANDING The brand as a process from an ethical and aesthetic point of view. The communications chain. The tools of brand aesthetics management.

In collaboration with TJF group (view LINK).

PROJECT MANAGEMENT Methods and strategies for communicating a project: recognizing the creative process (from conception to completion), choosing and organizing the information, recognizing the dialogue partner, studying the most effective communications model.

COMPUTER 1 (tools) Application of the Office package: creating a Power Point presentation.

Application of Adobe Photoshop and Adobe Illustrator.

WEB COMMUNICATIONS - COMPUTER 2 Content creation is a vital part of the creative toolkit in today's marketing and communications field. This course studies the computer editing programs needed to create and present great content.

WEB COMMUNICATIONS theory (off line/on line) This course examines current and future scenarios of synergies between the fashion world and the Internet. Research tailored to sourcing and finding information on the web.

Istituto Europeo di Design - IED Vicolo Santa Maria Maggiore, 1_50123 Firenze (FI) Tel./Phone +39 055 2676311_Fax +39 055 2645685_Mail infoflorence@ied.edu www.ied.it

FASHION MARKETING & COMMUNICATION 2012 ONE YEAR COURSE

WEB COMMUNICATIONS and SOCIAL MEDIA Lab As the internet grows and changes we study and implement Social media, blogs, podcasts and the new frontiers of web 2.0 applications.

VIDEO LANGUAGE theory This course examines video techniques: supports, duplications, systems etc.

In collaboration with Fake Factory (view You Tube channel).

COMMUNICATIONS AND FASHION This course develops in particular the specific topics of pertinence to the fashion sector in terms of image and public relations.

The course includes analyzing the importance of the relationships between fashion and communications and possible future scenarios.

COMMUNICATIONS AND ADVERTISING - Advertising Techniques Corporate communications, the various different techniques and strategies of communications, with a special focus on specific situations and sponsorship.

Case histories.

EVENTS ORGANIZATION This course provides the theoretical and technical foundations for organizing events in the fashion sector, including how to draw up the organization plan.

Various types of event will be tackled, such as a new product launch, a fashion show, a static presentation and the inauguration of a new point of sale.

SEMIOTICS The study of “sign”, the essential element in every form of communication, including the Fashion designer’s creative communications. Fashion is interpreted as a story regulated by a specific code that makes it different from every other phenomenon of communications.

THE SOCIOLOGY OF COMMUNICATIONS Elements of analysis of social phenomena and of behaviour related to consumption, with a special focus on questions related to lifestyles.

Istituto Europeo di Design - IED Vicolo Santa Maria Maggiore, 1_50123 Firenze (FI) Tel./Phone +39 055 2676311_Fax +39 055 2645685_Mail infoflorence@ied.edu www.ied.it

FASHION MARKETING & COMMUNICATION 2012 ONE YEAR COURSE

INTERPRETING THE FASHION SYSTEM This course takes the form of a series of meetings so as to analyze and comment on the more interesting and important collections, highlighting their fundamental traits, structure and trends, always with respect to communications.

FASHION WRITING & CONTENTS (Publishing) This course provides background information about the aims and objectives of journalism, about techniques of information transmission and about the various fields in which journalists operate. From sources to the allocation of tasks and the difference between regular features and the main body of a magazine.

Includes an analysis of the leading publications in Italy and abroad: their identities and their strong points.

THE TECHNOLOGY AND METHOD OF COLOR AND MATERIALS From inspiration to the product: the course features a study of the method that leads from the moment of conception to the actual design, including fundamental types of fibres and yarns, analyzing their reinforcements, specific dyes, basic processing techniques and types of application as well as colour as a means of communications, visual impact and psychological effect and the communication of the results achieved. This understanding is used communicate the benefits and quality of the products we sell.

HISTORY OF FASHION PHOTOGRAPHY This course takes the form of a journey of exploration, getting to know the leading exponents of fashion photography, so as to evaluate their impact on the imagery projected by fashion itself and to make a technical analysis of their style of composition, the influences they exert on one another and their role as trend catalysts.

VISUAL LANGUAGE An historical and critical analysis of the most important modern and contemporary artistic and Fashion movements, in relation to the development of society and of culture.

TRENDS Definition and analysis of the latest trends and of the professional profile of the cool hunter. In collaboration with TJF group (view LINK) STYLING This course provides the basic technical and theoretical knowledge of the photographic set and fashion styling, analyzing the various different kinds.

Istituto Europeo di Design - IED Vicolo Santa Maria Maggiore, 1_50123 Firenze (FI) Tel./Phone +39 055 2676311_Fax +39 055 2645685_Mail infoflorence@ied.edu www.ied.it

FASHION MARKETING & COMMUNICATION 2012 ONE YEAR COURSE

PUBLIC RELATIONS Analyzing how a product is placed in such a way as to keep in step with the commercial strategy chosen.

Fashion: a complex system involving creativity, knowledge, production, marketing, export and social and economic involvement. The fashion sector as a new field type of communications that range from the advertising message to the major event. How to use the media and the designers’ press offices.

STYLING & SHOOTING (Styling lab) Students will have the opportunity to experience first-hand a field shoot of Fashion with models or still life. In collaboration with FP & Friends (view LINK) GUIDED TOUR A visit to the most important multi-brand shop in Florence – Luisa Via Roma, and other relevant stores in the Florentine Fashion reality. Professional and Human Resouce Manager will be invited during class.

FINAL WORK AND PRESENTATION OF FINAL WORK A 100 hours individual or group project decided by the students and tutors that focuses on the topics learnt during the course and is evaluated. These projects are the culmination of the One Year work and ease the way to jobs, internships or further studies.

Special Projects with Fashion Companies (Click on the link) _Fatto a Mano_IED Florence & FENDI (During Pitti Immagine) _Blogger Chat Session_IED Florence & Luisa Via Roma _Creation and development of Emilio Pucci’s Facebook Page _Creation and development of Calvin Klein Underwear Facebook Page _Students’s Street Photo Shooting with Petite mademoiselle Some of the final works of our past students (Click on the link) _Students’ Photo Shooting with F&P Studio _Video by Tag Christoff _Website curated by Anna Bonciani _Shooting Session with the Stylist Valentina Ilardi _Still Life Shooting Session with F&P Studio _Back Stage Video by Gulcin Cetin _Marketing presentation by Anna Bonciani and Tag Christoff 1_2_3_ _Photo Shooting by Gulcin Cetin

Istituto Europeo di Design - IED Vicolo Santa Maria Maggiore, 1_50123 Firenze (FI) Tel./Phone +39 055 2676311_Fax +39 055 2645685_Mail infoflorence@ied.edu www.ied.it

FASHION MARKETING & COMMUNICATION 2012 ONE YEAR COURSE

Application process To enrol please fill the attached application form (require it to infoflorence@ied.edu) and send it back via fax (+39 0552645685) or as scanned file along with your passport. IED will deal with the Visa request.

Requirements and fee There are no requirement for join the course.

A high-intermediate level of language is sufficient to understand the lessons (corresponding to level TOEFL 450) Total fee amounts to 11.900 Euro (3.000 enrolment fee + 8.900 tuition fee). Enrolment Fee must be paid as soon as possible in order to secure the place. Tuition Fee must be paid before the start of the course, or, in some countries, before applying for the Visa.

Fees include: all class works, lessons and use of laboratories.

Not include: accommodation and meals, airfare, airport transfer and meals, particular equipping requested.

Certificate: at the end of the One Year course, students who successfully attended at least 75% of the lessons and who were active participants in projects developed during the course will obtain the Certificate of Attendance of the Istituto Europeo di Design with a mark expressed in one hundreds and a final assessment.

Fixed maximum number: on average, 16 students can attend the IED One Year course. Because of the high number of requests, we recommend you send your application at least within one month from the beginning of the course. The deadline for application is the 31st January 2011.

IED offers a basic Italian course for free to every student

Istituto Europeo di Design - IED Vicolo Santa Maria Maggiore, 1_50123 Firenze (FI) Tel./Phone +39 055 2676311_Fax +39 055 2645685_Mail infoflorence@ied.edu www.ied.it