Digital Fashion Events

Fashion Communication

方向： Digital Fashion Events

学分: | 开始日期: october 2012 | 时间: 3 anni | 语言: Italian

 
方向:
Digital Fashion Events

The  course in Fashion Communication trains professionals to make a decisive contribution to the success of firms, brands and talents in the fashion system, by practising integrated strategic design based on their clients’ marketing mix: brand positioning, visibility and identity, opportunities for development and strategic activities in the new media.

Professional profiles:
Press office junior account intern, Public relations assistant, Junior fashion event designer and organiser, Assistant in institutional fashion system organisations (Alta Roma, National Chamber of Fashion, Pitti), Junior digital PR account, Web curator (web, blog), Art director.

The aim of this course is to train professionals in the area of fashion communications, developing their ability to apply the means and approaches of web communications for making correct use of social networks, to relate to and plan communications through international blogs and online magazines, to design and organise fashion events devoted to building brand success and web talent.

Students who complete this course will be capable of conducting and interpreting an analysis of the fashion industry as a complex system whose development is based on interaction between different factors, for the purpose of planning effective projects for developing strategies for telling the story of the brand and the fashion product to end consumers, using both traditional and innovative communication tools and techniques, positioning them in the market and upgrading the perception of their identity. To achieve this, the curriculum focuses on interpreting and understanding fashion as expressed through its characteristic cultural, historical and social signs, its typical means of communication (publishing, the web and new media, trends and evolving tastes) and how its significance is extended into the market by analogy (through analyses, positioning, distribution, identity and brand). To qualify from this course, professionals must have acquired an extensive cultural grounding, good critical and methodological skills and the capacities necessary for building and communicating an effective project, with a special focus on the web and on innovative strategies in their industry of reference.

The first year is devoted to providing students with the basic skills they need for adopting a strategic design approach to the area of communications for fashion. In addition to familiarising with the fundamentals of cultural and technical knowledge, students also learn how to apply correct design methods, starting with an analysis of trends and of the fashion product and the definition of the identity of the recipient of the communications, then working through to the completion of a communications plan coherent with the skills thus acquired.

The second year focuses on developing the skills necessary for designing a communication plan for a brand or a firm, by learning and using traditional tools and developing on the theme of knowledge and analysis of strategic activities in the new media and the web. By implementing these cultural, technical and IT skills, students learn how to read and understand fashion as a complex system of signs and trends, so as to suggest their own vision of it and a personal storytelling, both organised coherently in projects.

In the third year, the course concentrates on strengthening students’ skills so as to hone their design abilities and cultural knowledge, ensuring that they are based on the ability to act independently, maintaining a critical approach and focusing on innovation and quality, all skills that help them break into the working world. By developing their studies of the industry’s more innovative channels and means of communication and articulated design approaches, students learn to elaborate and develop an idea of interpretation and of a storyboard for the contemporary fashion system that culminates in building an original overall vision for it.

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