Fashion Marketing & Communication

Transcription

1 BA of Honours Degree in Fashion Marketing & Communication Milan, Rome, Barcelona subject to validation by University of Westminster ied.edu

2 IED MODA Fashion Marketing & Communication 1 Academic Degree 2 IED Locations 3 Employments Possibilities 4 Further Studies 5 Structure and Methodology 6 Training Activities 7 Course Structure 8 Major Project 9 International Interchange Opportunity 10 Study Plan 11 Didactic Aim of the Course 2

3 1. Academic Degree The English course in Fashion Marketing and Communication provided by IED is submitted to the University of Westminster validation board. And upon Westminster validation it permits the achievement of a Bachelor of Arts Honours qualification upon completion of the full three year study plan and a total of 360 credits (equivalent to 180 CFA). The course is held at IED Milano, IED Roma and Barcelona. Taught and assessed in English, the course represents a natural progression from IED s 40 years history in design business education and it is based on IED s successful and advanced educational system, which continually generates highly skilled creative fashion graduates who go on to successfully establish themselves at all levels and in all fields of the fashion industry. 2. IED Locations IED Milano Milan is widely regarded as the capital of the Italian fashion industry, a business that has become the second most productive resource for the Italian economy with a turnover of 68 billion Euros. All national and international fashion houses are planning to set, or have already set, their Italian headquarters in the Fashion Quadrilateral the main fashion district located in the area around via Montenapoleone, Via Sant Andrea, via della Spiga and via Manzoni. The city invests a great deal in the fashion sector and competes with Paris, London and New York in terms of skills and professionalism. The National Chamber of Fashion, the Italian Textile Association and Sistema Moda Italia have played a key role in creating a network of events and initiatives to support and reinvent the local fashion system. The fashion calendar includes a number of internationally renowned events such as Men s Fashion Week, Women s Fashion Week, Milanovendemoda, Mo-Mi and Moda In which transform the entire city centre into a spectacular open air catwalk. Among the initiatives that top the traditional fashion calendar, the Fashion City project definitely deserves a mention. This project involves the creation of an authentic international fashion centre, with multifunctional spaces for fashion shows, offices, congress facilities, a museum of fashion and two high towers that, together with the new exhibition area, will change the city s skyline. There is no doubt that Milan has deliberately chosen to elect fashion and innovation as main driving forces of the city s future economy. IED Roma Full of energy Rome is emerging as a hub of luxury and haute couture. Producing a range of resources and activities related to the fashion industry. Leaving a sense of potentiality in the air surrounding the local economy. But in order to understand the success of today s Roman Fashion scene we need to take a look in the rearview mirror. The creativity within the field emerges from the historical tailors unique handicraft and their close relationship with the cinema and theater. A marriage that is being celebrated two times each year in the form of fashion shows, during the months of January and July, by the name of AltaRomaAltaModa. An event that offers not only catwalks but also an in depth chance to exist in complete harmony with design, art and fashion. For the second year in a row it is also accompanied by Fashion on Paper. A platform from where independent blogs and magazines, international and Italian, can promote and exchange there ideas. Al organized by the agency AltaRoma keeping a certain eye on the upcoming talents and its education. 3

4 Last year the MAXXI National Museum of XXI Century Arts was chosen, while the year before that it was even open to the public with a parade in the middle of the street. Students offering their creations to the eye of the city, coming out and becoming known. IED Barcelona Barcelona is without doubt one of the busiest cities in Europe today and proves to be an ideal setting for important international meetings such as congresses, exhibitions, and fashion shows. The city meets all necessary conditions to allow designers of all sectors to confront their ideas, trends and projects. The even balance between professional and career opportunities and quality of life makes it a pleasant place to settle. Among the main events, it is worth mentioning SONAR the electronic music festival; BAC - festival of contemporary art; The Brandery the street and sport fashion exhibition; 080 Fashion Week; the Festival de Video Arte Loop Barcelona; the Primavera Sound Festival; the Festival of Asian Cinema; and the Festival Grec. These are the fertile grounds where IED built its second Spanish branch in The purpose was to create a school with an international flair, capable of reacting positively to the new markets and demands connected to design and innovation. IED Barcelona is now undergoing an expansion that involves creating and opening the IED Design District by June ,000 square metres dedicated to training and education - that will certainly position IED for success and set. Merchandiser Art Director PR Fashion Event Manager 4. Further Studies Graduates from the BA Honours courses may continue their education to achieve a licentiate degree, a master degree, and a doctorate. 5. Structure and Methodology The BA Fashion Marketing & Communication programme is structured around multiple courses throughout the three year path and various didactic approaches depending on the nature of the subject taught (theoretical or practical). The main learning methods are: weekly lectures workshops seminars laboratory exercise tutorials 6. Training Activities 3. Employment Possibilities The graduates from the BA Honours Marketing and Communication will be able to work in a number of professions relevant to their chosen subject including, according to their Major: Fashion buyer Fashion product manager Retail Manager Fashion Brand Manager The main educational activities of the BA Fashion Marketing and Communication course are divided in Basic (B) and Minor (M). According to the specific nature of the course and its professional outcomes, Basic modules include all the fundamental teachings and techniques required for the successful completion of the student s educational development in the Fashion Marketing and Communication field. Minor modules integrate the educational path through a combination of theoretical and practical subjects related to the cultural, business and social aspects 4

5 involved in the fashion Marketing and Communication process. All Modules are mandatory. 7. Course Strucutre The BA Fashion Marketing and Communication course includes a total of 360 credits (120 credits per year, equal to 60 CF or ECTS). The course is structured within three levels (level 4 till level 6) through a common Core Program and two separate Major Study Programs (specialization). The Core Program is aimed at providing students with a strong cultural background and context awareness, basic and technical skills, project methodology and cross-disciplinary responsiveness. The Major Study Program is aimed at providing students with specific knowledge of the chosen specialization in terms not only of technical skills and method, but through the implementation of professional industry thinking and problem solving. The Major Study Program includes the specialisation modules present in each level of the course and the final Research and Major Project. 8. Major Project The Major Project provides the avenue for students to combine the skills and knowledge acquired from all modules taught during the course into one cohesive project, with total creative freedom and in relation to different Marketing & Communication concepts. It requires the student to combine elements from all aspects of fashion marketing and communication, including consumer and market research, marketing, branding, visual culture, fashion culture, a deep strategic approach and a solution based attitude, as well as a developed sense of aesthetic and design. Level 4 VISUAL CULTURE Art History FASHION CULTURE 1 History of Fashion Textile Culture Contemporary Fashion REPRESENTATION TECHNIQUES 1 Computer Tools 1 Graphic Design FASHION MARKETING AND COMMUNICATION Introduction to Fashion Marketing Market Research Introduction to Fashion Communication FASHION MANAGEMENT Design Manegement Fashion System Fashion Company management 5

6 MARKETING TECHNIQUES AND STRATEGY (SPECIALIZATION) 1 Fashion Product Merchandising Project 1 - Fashion Marketing COMMUNICATION TECHNIQUES AND STRATEGY (SPECIALIZATION) 1 Fashion Publishing Fashion Writing Project 1 - Fashion Communication Level 5 FASHION CULTURE 2 Semiotics Sociology Lifestyle and Trends REPRESENTATION TECHNIQUES 2 Computer Tools 2 (Web/InDesign) Video Techniques FASHION COMMUNICATION Press Office and PR Below the Line Communication (events) Fashion and New Media FASHION ADVERTISING Fashion Advertising Law Elements FASHION MARKETING 1 Web Marketing Budgeting and Marketing Plan MARKETING TECHNIQUES AND STRATEGY (SPECIALIZATION) 2 Distribution System Law Basics and Contracts Project 2: Retail Management Project 3: Fashion Buying COMMUNICATION TECHNIQUES AND STRATEGY (SPECIALIZATION) 2 Graphic Languages Video Languages Project 2: Fashion Editorial Office Project 3: Event Organization Level 6 FASHION CULTURE 3 Fashion in Music / Fashion in Cinema / Fashion Photography 6

7 PROFESSIONAL SKILLS Business Plan Career Design FASHION MARKETING 2 Marketing Ethics Branding for Fashion MARKETING TECHNIQUES AND STRATEGY (SPECIALIZATION) 3 Project 4: Merchandising Plan Project 5: Visual Merchandising Project 6: Marketing Strategy COMMUNICATION TECHNIQUES AND STRATEGY (SPECIALIZATION) 3 Project 4: Fashion Show Project 5: Fashion Styling Project 6: Communication Strategy MAJOR PROJECT RESEARCH MAJOR PROJECT 9. International Interchange Opportunity One of the core aspects of the BA Fashion Design course at IED is the possibility to enrich their study experience by participating at the interchange programme within IED s partner locations: Milan, Rome and Barcelona. Students not only benefit from this experience on a personal level, but also on a professional level, enhancing their practical, cultural and relation based skills. 10. Study Plan The whole educational path provided by the IED BA Fashion Design course provides a specific development of the students skills through a clearly defined distribution of the subjects throughout the three year programme the course contents develop as follows: LEVEL 4 VISUAL CULTURE The Art History course is the first pillar into building a comprehensive and contemporary visual culture. Taking into account late 19th and early 20th century art, it helps the students to adopt a critical approach to art through comparison and examination of different Art movement and personalities, while evaluating the cultural background behind each one of them. FASHION CULTURE 1 Fashion is a multifaceted industry but it s mostly a cultural path. Three main aspects of this culture are treated in this module, all of them underlying and different and grounding aspect of the industry: History of Fashion a focus on the meaning of the fashion concept in Western society and the works of the major fashion houses of the 19th /20th centuries; Contemporary Fashion and Trends a focus on the characteristics of fashion in the contemporary world through the analysis of styles and trends and the works of today s major designers. Textile Culture - a focus on the main textile manufacturing processes, the different types of fabrics and the structure of the manufacturing districts behind them. REPRESENTATION TECHNIQUES 1 Being able to develop a marketing communication project means also to master the graphic tools which 7

8 might enhance and communicate better the project itself, such as: Computer Tools 1 it focuses on the use of the Adobe Suite and the Office software, both needed to present complex text, images and layouts. Graphic design the integration between the Adobe programs will help the students to create artistic compositions and personalised graphic products, always taking into account the related content. FASHION MARKETING AND COMMUNICATION This module represents the first bite into the marketing and communication concepts: Introduction to Fashion Marketing the course focuses on fashion marketing concepts, practices, applications and research methodologies, thus covering the major marketing topics of interest from a strategic point of view (target, positioning and brand values definition) and from an operational point of view (product, price, promotion and distribution policies). Market Research the course focuses on providing students with an analysis of the main steps concerning market research as a tool for both marketing and communication planning. Introduction to Fashion Communication the course focuses on fashion communication tools as integral part of the marketing process, seen also through a variety of up-to-date fashion cases illustrating different communication approaches. FASHION MANAGEMENT Fashion Management focuses on the basic elements which define the structure and dynamics of the fashion business world and is divided into three parts: Design management the course describes and analyses the coordination and development of a fashion design collection. Fashion System the course focuses on the main structures of the fashion industry and the role of fashion enterprises in today s world. Fashion Company Management the course focuses on the structure and main characteristics of a fashion company and its relationship with the external environment. MARKETING TECHNIQUES AND STRATEGY 1 (MAJOR MARKETING) This module provides a first basic approach to marketing role within a fashion company focusing on two main professional figures - product manager and merchandiser, thus leading to the development of a complete marketing strategy. It is divided into three parts: Fashion product the course focuses on encouraging the student s skills for working properly inside product departments: product dissectation and a framework of analysis on price, positioning, production guidelines and presentation. Merchandising the course focuses on the main techniques for the development of product families and management of an entire collection, commercialwise. Project 1 Fashion Marketing the course focuses on applying the previously learned marketing fundamentals into a complete fashion marketing strategy: from research to a draft plan. COMMUNICATION TECHNIQUES AND STRATEGY 1 (MAJOR COMMUNICATION) The module provides a first introduction of the main aspects characterising communication for the fashion business and is divided into three parts: Fashion Publishing an in depth analysis of the structures, players and functions of the publishing industry in fashion; Fashion Writing a focus on the basic characteristics and practices of writing and journalism applied to the fashion world; Project 1 Fashion Communication the first step in the development of a fashion communication initiative and the basics of a communication plan. LEVEL 5 FASHION CULTURE 2 The module develops the students theoretical approach to fashion culture through the introduction of three subjects: Semiotics the structure and meaning of signs in 8

9 Western society and their interpretation in fashion; Sociology the development of trends in society from the 19th century to contemporary times, the basic communication models throughout different historical contexts and cultural systems. Lifestyle and trends - the focus on the contextualisation of lifestyles and trends in contemporary society and the way they develop and affect consumption in modern times REPRESENTATION TECHNIQUES 2 Students need to enhance and develop further the techniques that might help them successfully deliver their presentations; this module is therefore made of: Computer Tools 2 the course focuses on the production of different communication tools (both on paper and digital format) through the use of Adobe Digital Publishing Suite. Video techniques the course focuses on the process of editing segments of motion video footage, special effects and sound recordings. FASHION COMMUNICATION Communication is a crucial issue for any fashion professional and it s forever changing and evolving: Press office and PR the course describes the main characteristics and activities of such structures as showroom, press office and PR agency thus focusing on the management of communication between an organisation and its public. Below the line communication (events) the course describes and analyses the main steps concerning the process of creation, development and organisation of a fashion event. Fashion and New Media the course describes and analyses the structure, key characteristics and protagonists of the world of new media focusing on the developing networks in contemporary society and the relationship between contents, communication channels and technology. FASHION ADVERTISING Fashion Advertising focuses on the main elements which constitute the relationship between communication, market and the world of media. In this context, the module provides a basic analysis of the main social and cultural issues concerning the commercial communication in the fashion world, plus the tools and structures giving shape to it and regulating its functions. The module is divided into two parts: Fashion Advertising the course describes and analyses the complex and articulated world of advertisement for fashion declining it according to the media, contents, functions and tools that determine its forms and use in contemporary society as well as taking into account the entire communication strategy development. Law elements the course focuses on the legal structure behind the advertising communication and the major international regulations that relate to the contents, purposes, media and rights which define the advertising communication. FASHION MARKETING 1 The Fashion Marketing module focuses on two of the main areas required to develop a solid marketing project: Web Marketing the course focuses on a structured approach to marketing for and within digital media, as a key success factor for the 21st century fashion business challenges. Budgeting and Marketing Plan the course defines the required methodologies to develop and apply an analytical, professional approach to the fashion industry through budgeting and marketing plan: the strategy in action in relation to marketing principles and measurability of outcomes in a time frame. MARKETING TECHNIQUES AND STRATEGY 2 (MAJOR MARKETING) The module represents the second step in the students marketing specialisation and is focused on developing their knowledge and understanding on retail system issues the module is divided into four main areas: Distribution system a complete overview of the existing typologies of distribution in the fashion industry; Law and contracts an introduction to the main contracts applied in the fashion environment; Project 2 - Retail Management a focus on the main management techniques within the distribution system and the strategies behind it; 9

10 Project 3 - Fashion Buying a focus on an essential profession in the fashion industry and its combination of style-related, quantitative and technical skills. COMMUNICATION TECHNIQUES AND STRATEGY 2 (MAJOR COMMUNICATION) This module provides the students with a more advanced understanding of the contemporary tools, technical and cultural, needed to create fashion communication projects and the methodology to apply them successfully it is divided into four parts: Graphic languages the course focuses on the tools, uses and purposes of graphic language in fashion and the aesthetic and stylistic impact related to its adaptation to different languages. Video languages the course focuses on the basic rules that give shape to video production and defines and analyses the development and use of different formal approaches in relation to diverse communication purposes. Project 2 Fashion Editorial Office the course provides a concrete approach to the world of fashion magazines by teaching the structure and functions which define an editorial office. Project 3 Event Organisation the course focuses on the organisation of fashion events with specific attention to the role of sponsoring in the production of such communication initiatives. LEVEL 6 FASHION CULTURE 3 The module focuses on the connections between image and how to communicate a message, be it commercial or artistic or both, through the analysis of the evolution of fashion styles and trends, contemporary culture, society and art. The module structure is divided into three parts, including fashion in cinema, fashion in music and fashion photography, thus evaluating the multiple relationships between the fashion industry, other fields of creativity and popular culture. FASHION MARKETING 2 The module focuses on the understanding of the ethical besides management aspects connected with a fashion company in general and a product in specifics and with the main issues concerning brand management; a further detailed learning focuses on brand creation and development over time. It is divided into two parts: Marketing Ethics the course focuses on ethical behaviour related to marketing and brand management, as well as analysing the current business practises and further developments within the fashion industry Fashion Branding the course focuses on an analysis of the concept of brand, its implications and the tools available to evolve fashion brands over time: starting from the analysis of existing fashion brands to the creation and development of a brand personality, the course covers a variety of tools to adopt and adapt in carrying out a branding strategy. PROFESSIONAL SKILLS The module provide students with an introduction to the main aspects of business planning and the most relevant knowledge on how to develop a career within the fashion system: Business Plan the course focuses on the roles and skills essential for operation of a successful fashion business. The entrepreneurial focus of this subject guides students through the process of developing a comprehensive and feasible business plan, understanding the companies value chain from product to market including its competitive advantage, which is essential to start a new business or manage an existing business. Career design the course provides a concrete view on the fashion business world illustrating the main steps and requirements (competencies, skills and personality traits) to enter the fashion world and comply with the demands of the different functions and roles within the fashion business. 10

11 MARKETING TECHNIQUES AND STRATEGY 3 (MAJOR MARKETING) The module provides an advanced approach to marketing techniques and strategy and is divided into three parts: Project 4 Merchandising Plan a collection plan entirely based on students analysis and conclusion on specific brand; Project 5 Visual Merchandising a focus on the main techniques and strategies of product and spaces display in the store; Project 6 Marketing Strategy an application of the previous learning methodologies for the development of a brand new project. Special focus is to be given to the method and rules required to research and technically approach the subject. COMMUNICATION TECHNIQUES AND STRATEGY 3 (MAJOR COMMUNICATION) It generates an advanced approach to the main tools of fashion communication comparing them to the real demands of the contemporary brands, the current fashion market and system the module is divided into three parts: Project 4 Fashion Show meaning, production, organization, communication and back office of a fashion show. From the first fashion show to the art inspired contemporary fashion presentation. Project 5 Fashion Styling meaning and importance of styling, the profession of the stylist, the relevant figures, styling professional fields of action. Why and how it s done the styling of a collection. Project 6 Communication Strategy how to build a communication strategy for different areas of fashion: high fashion, ready to wear, young fashion. From the anlysis of the target market to the choice of communication tools to their application. MAJOR PROJECT RESEARCH The module focuses on the development of the ideas required to complete the students Major Project through individual topic research investigation through research work, students are going to articulate the concepts behind their project and turn them into a complete marketing and communication idea. The module sets a learning environment which encourages a critical approach to the social, economic and cultural issues involved as well as an in depth knowledge of the chosen field and the values (innovation, sustainability and originality) related to the project. During the module, students test and articulate their observations into reality through the analysis of different signs and trends in fashion, as well as consumer research and feasibility assessment. MAJOR PROJECT The major project is the final step towards achievement the final BA Honours in Fashion Marketing & Communication. Starting from the research the students are asked to provide a complete, concrete, innovative and contemporary project,wich takes into account all the modules taken during the three years. 11. Didactics Aims of the Course The Fashion Buyers, Merchandisers, Product Managers, Brand Managers, Art Directors and Event managers of the future need to understand, learn and project towards the contemporary fashion system. Their deep technical knowledge, extreme creative skills, ability to work both in team and being able to take tough decisions, understanding of the relationships among society, consumers and fashion business, strategic and practical approach will make the difference once out in the marketplace. That s why and how the teachers and subjects choices of IED will help the students learn the most relevant knowhow and apply the most differentiating know-how-to practices. Each course level thus focuses on specific didactic aims: Level 4 In order to understand how to prepare and develop a basic marketing and communication plan, the students need to learn some technical and theoretical subjects, as well as creativity development and cultural projects. Students will acquire the basics of the fashion industry business and the major 11

12 practices of the most important fashion jobs. Level 5 During the second year the students will add to their background some very specific in-depth subjects and will be able to combine all the contents into more mature a knowledgeable projects. The ability of identifying unfulfilled needs, new consumer trends and fashion brands issues will be more developed Level 6 The final year is dedicated to merge analytical and synthetical skills to meet the industry requirements. The goal is to help students managing complexity and innovation. Therefore the fifth and sixth semester are dedicated to the refinement of the preparation up to the Final Project, where the students will be asked to investigate, prepare and present a personal real project. 12