Fashion Marketing

BA of Honours Degree in
Fashion Marketing
& Communication
Milan, Rome, Barcelona
subject to validation by
University of Westminster
ied.edu
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
Bachelor Degree of Arts in Fashion Marketing & Communication
2
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
qualifcation 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 IEDs 40 years
history in design business education and it is based
on IEDs 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 felds 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 SantAndrea, 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
Mens Fashion Week, Womens 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
defnitely deserves a mention. This project
involves the creation of an authentic international
fashion centre, with multifunctional spaces for
fashion shows, offces, congress facilities, a
museum of fashion and two high towers that,
together with the new exhibition area, will change
the citys skyline.
There is no doubt that Milan has deliberately
chosen to elect fashion and innovation as main
driving forces of the citys 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 todays
Roman Fashion scene we need to take a look
in the rearview mirror. The creativity within the
feld 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
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 2002. The purpose was to create a school
with an international fair, 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 2011. 5,000
square metres dedicated to training and education -
that will certainly position IED for success and set.
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
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
The main educational activities of the BA Fashion
Marketing and Communication course are divided in
Basic (B) and Minor (M).
According to the specifc nature of the course and
its professional outcomes, Basic modules include all
the fundamental teachings and techniques required
for the successful completion of the students
educational development in the Fashion Marketing
and Communication feld.
Minor modules integrate the educational path through
a combination of theoretical and practical subjects
related to the cultural, business and social aspects
4
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 specifc 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
fnal 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
15 credits
FASHION CULTURE 1
History of Fashion
Textile Culture
Contemporary Fashion
15 credits
REPRESENTATION TECHNIQUES 1
Computer Tools 1
Graphic Design
15 credits
FASHION MARKETING AND COMMUNICATION
Introduction to Fashion Marketing
Market Research
Introduction to Fashion Communication
15 credits
FASHION MANAGEMENT
Design Manegement
Fashion System
Fashion Company management
30 credits
5
MARKETING TECHNIQUES AND STRATEGY (SPECIALIZATION) 1
Fashion Product
Merchandising
Project 1 - Fashion Marketing
30 credits
COMMUNICATION TECHNIQUES AND STRATEGY (SPECIALIZATION) 1
Fashion Publishing
Fashion Writing
Project 1 - Fashion Communication
30 credits
Level 5
FASHION CULTURE 2
Semiotics
Sociology
Lifestyle and Trends
15 credits
Computer Tools 2 (Web/InDesign)
Video Techniques
15 credits
FASHION COMMUNICATION
Press Office and PR
Below the Line Communication (events)
Fashion and New Media
30 credits
FASHION ADVERTISING
Fashion Advertising
Law Elements
15 credits
FASHION MARKETING 1
Web Marketing
Budgeting and Marketing Plan
15 credits
Distribution System
Law Basics and Contracts
Project 2: Retail Management
Project 3: Fashion Buying

30 credits
Graphic Languages
Video Languages
Project 2: Fashion Editorial Office
Project 3: Event Organization
30 credits
Level 6
FASHION CULTURE 3
Fashion in Music / Fashion in Cinema / Fashion Photography
15 credits
6
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 IEDs partner
locations: Milan, Rome and Barcelona.
Students not only beneft 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 specifc
development of the students skills through a clearly
defned 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 frst 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 its 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 todays 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.
Being able to develop a marketing communication
project means also to master the graphic tools which
PROFESSIONAL SKILLS
Business Plan
Career Design
15 credits
FASHION MARKETING 2
Marketing Ethics
Branding for Fashion
15 credits
Project 4: Merchandising Plan
Project 5: Visual Merchandising
Project 6: Marketing Strategy
30 credits
Project 4: Fashion Show
Project 5: Fashion Styling
Project 6: Communication Strategy
30 credits
MAJOR PROJECT RESEARCH 15 credits
MAJOR PROJECT 30 credits
7
might enhance and communicate better the project
itself, such as:
Computer Tools 1 it focuses on the use of the
Adobe Suite and the Offce 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 frst 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 defnition) 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 defne 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 todays 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 frst basic approach to
marketing role within a fashion company focusing on
two main professional fgures - 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 students 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, commercial-
wise.
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 frst 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 frst 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
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
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 its forever changing and evolving:
Press office and PR the course describes the
main characteristics and activities of such structures
as showroom, press offce 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 defne 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 defnes
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.
(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
Project 3 - Fashion Buying a focus on an
essential profession in the fashion industry and
its combination of style-related, quantitative and
technical skills.
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
defnes 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 defne an editorial offce.
Project 3 Event Organisation the course
focuses on the organisation of fashion events with
specifc 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 felds 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
specifcs 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
(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 specifc 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.
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 offce of a
fashion show. From the frst 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 fgures, styling professional felds of
action. Why and how its 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 feld 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 fnal step towards
achievement the fnal 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. Thats why
and how the teachers and subjects choices of IED
will help the students learn the most relevant know-
how and apply the most differentiating know-how-to
practices. Each course level thus focuses on specifc
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
practices of the most important fashion jobs.
Level 5 During the second year the students will
add to their background some very specifc in-depth
subjects and will be able to combine all the contents
into more mature a knowledgeable projects. The
ability of identifying unfulflled needs, new consumer
trends and fashion brands issues will be more
developed
Level 6 The fnal 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 ffth and
sixth semester are dedicated to the refnement of
the preparation up to the Final Project, where the
students will be asked to investigate, prepare and
present a personal real project.
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