ONE YEAR COURSE: FASHION COMUNICATION AND MARKETINGStart date:
February | Duration:
1 year | Language:
The One Year program offers students a unique, focused and practical introduction to the fashion industry and the central role of communication. The IED approach offers students the unique opportunity to work directly with industry professionals as part of their academic experience and professional development thanks to long-standing relationships with Italian fashion and design industry leaders.
Central to this didactic philosophy of involving professionals and industry, The IED Florence Fashion Communication program has partnered with LUISAVIAROMA. Since 1930, LUISAVIAROMA of Florence, has been a premier retailer of authentic men's and women's clothing, shoes and accessories from the most important designers in the fashion world.
Students personalize their experience by selecting two consecutive semesters that reflect their professional interests and objectives and have the possibility to interact with leading companies and professionals in the fashion industry
as well as network with other young fashion and communication
has a special industry focus regarding Fashion Communication
and have been developed for students of fashion
and public relations
who have a desire to develop international experience and contacts.
Students may choose from the following semester program combinations:
Spring 2013 ( Fashion Communication ) + Fall 2013 ( Fashion Marketing )
Fall 2013 ( Fashion Marketing ) + Spring 2014 ( Fashion Events )
Spring 2014 ( Fashion Events ) + Fall 2014 ( New Media Communication )
Fall 2014 ( New Media Communication ) + Spring 2015 ( Fashion Communication)
The Identification of a company’s identity, image and values as a foundation for its effective communication, success and growth.
- Communication and Advertising
Prerequisites: Fashion Communication, Communication basics or equivalent The role of advertising in communication strategies; study of types of advertisement, media and message and how they combine into cohesive communication for fashion companies and products.
- Digital Communication I
The opportunities offered by new information technologies and communication have brought to a convergence of media of telecommunications and of information regarding fashion projects.
- Digital Project Management
Prerequisites: Digital Communication I and II or equivalent. Examines projects as processes of effective communication strategies and interpersonal relations and identifies the new technologies useful to aiding the efficiency of the project at every step.
- Fashion Events
The notions regard the field of brand and product communication in all its phases from concept to creation, diffusion and communication. Includes the analysis of the relationship between communication and fashion events, their strategic importance and possible future scenarios.
- Fashion Graphics
Fashion Graphics and the fore fronting of the relation between image and word in a specific field or project to define and communicate the product more efficiently in all fields pertaining to fashion, including movies, fashion shows, editorials, etc.
- Fashion Marketing I
The course offers the basics of marketing in both theoretical and technical terms. From theories and strategies to aid comprehension of commercial contexts to the role of advertising businesses in the establishment of a fashion brand.
- New Media Communication
Prerequisites: Fashion Communication, Public Relations or equivalents. Methods and strategies for communicating a project using new and traditional 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.
- New Media Management
Prerequisites: Digital Communication I and II or equivalent. Deals with the application of technological tools and methodologies to the artistic production of aesthetics for fashion, including fields such as event planning, installations, videos and all communicative expressions that deal with transversal forms of communications.
- Semiotics for Fashion
The course concentrates on clothing and its expressive and semiotic components, including how it is represented in different systems. Fashion is interpreted as a story regulated by a specific code that makes it different from every other phenomenon of communications.
- The Italian Fashion System
Prerequisites: Fashion History or equivalent. An overview of Italian Fashion through the analysis of the unique economic, social and style factors that create Made in Italy products. Company structures and Italian designers are studied and local companies visited.
- Trend Forecasting
Definition, research and analysis of the latest trends and of the professional profile of the cool hunter. Corporate communications and its different techniques and strategies.
- Video Language
Examines video techniques: supports, duplications, systems and more by analyzing equipment and storyboard creation to arrive at a finished product.
- Visual Merchandising
Prerequisites: Branding or equivalent. Analyses the techniques and applications of product and brand displaying in all retail, showroom, fair and digital contexts.
- Communication and Public Relations
Prerequisites: Fashion Communication or equivalent. How to use the press office; how to relate and communicate to other roles in the fashion world from designers to marketers, from photographers and other communicators to clients.
- Digital Communication II
Prerequisites: Digital Communication I or equivalent. The opportunities offered by new information technologies and communication have brought to a convergence of media of telecommunications and of information regarding fashion projects. The course studies this phenomenon, illustrated in its recent developments and in relation to the main fashion trends it explores the possible applications with references to their evolution, technical components and production.
- Digital Image Processing
The application of highly-evolved digital tools to the visual languages of fashion. The curriculum provides students with the basic grounding they need to use the most important programs for processing and transforming images, as well as for mounting and retouching them.
- Fashion Communication
Students learn the correct methods and criteria to consider in creating a fashion communication strategy. The fashion sector as a new type of communications that ranges from the advertising message to the major event.
- Fashion Event Organization
Organization of any type of event requires in-depth knowledge of the company, target and product. This course delves into the planning, notion and useful tips to keep in mind when organizing fashion events.
- Fashion Marketing II
Prerequisites: Fashion Marketing I or equivalent. Basic marketing knowledge is required. Strategic marketing; from current diverse commercial contexts to the role of guerrilla techniques and new media in the establishment of a fashion brand.
- Fashion Materials
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.
- Fashion Styling and Shooting
Prerequisites: History of Fashion Photography or equivalent. Style analysis and research, definition of total looks and use of professional photographic equipment to create a fashion shoot for an editorial, catalogue or company/product communication strategy.
- Fashion Trends
Creation of a trend book based on trade fairs and socio-cultural analysis. Target identification and style research are key features of this course. Trends forecasting knowledge is highly recommended but not compulsory.
- Fashion Writing
Starting with editorial questions and a company, the students are asked to create a story, both visual and written, that takes into account the styles and identity portrayed by the brand.
- History of Fashion
The evolution of styles and tastes in Western fashions from its origins to the mid- nineteenth century. In addition to providing a basic historical and cultural grounding, the course sets out to stimulate the development of the critical and analytical skills necessary for students to interpret contemporary trends.
- History of Fashion Photography
Through the study, aesthetic research and camera settings, photographers reflect artistic, cultural and social changes. The course pays particular attention to fashion photography and concentrates on the contributions of techniques and aesthetic languages that represent fashion photography and its main testimonials.
- Introduction to Fashion Events
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.
- Visual Language
Introduction to aesthetics; 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.