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| Associations and Collaboration |
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| Collaboration with Lorenzo de’Medici for - |
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| Brand Design and Fashion Styling Intensive Undergraduate Course at
Lorenzo de’Medici |
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| Course Description |
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This course aims to simulate a sort of “fashion brand factory” through a close analysis and practical work on the elements that make up the image of a fashion apparel company in terms of “style branding”.
In the first part of the course, students will identify a specific brand on the market (preferably one in the luxury goods sector) and, after studying its collection design in terms of style, product quality, costs, expenses and final consumer target, they will move on to analyze its launch and commercialization: branding of the advertising campaign, location and event organization of the fashion show, image of shops, packaging and logo.
The second part of the course will be dedicated to the planning of a small collection through the research of collection concepts, textiles and accessories as well as the realization of the design in fashion-plates based on the chosen textiles. This planning activity will build on elements studied in the first part of the course such as logo design, shop interiors, packaging elements, and advertising image etc.
If possible, and according to the lesson plan, one of the items in the collection will be created. |
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| Objectives |
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| On successful completion of the course, students will be able to demonstrate: |
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Detailed knowledge of key aspects of image in the fashion brand Industry; |
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An understanding of the kind of professionals involved in the establishment of a brand under the guidance of the |
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art director and their various roles; |
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Critical and analytical thinking vis-à-vis the visual and communicative aspects of a fashion company. |
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Fashion collection-oriented planning skills. |
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Brand Design and Fashion Styling Intensive Course:
Outline of Schedule |
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Part 1 |
| Lesson 1 |
Introduction to course and schedule.
The Fashion System and its most important brands: designs, consumers, quality. |
| Lesson 2 |
Presentation and research on three completely different brands as case studies: target, customers, style, quality. |
Lesson 3
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Brand research: how to research a brand and analyse it. |
| Lesson 4 |
Site visit to a store selling one of the brands identified: analysis of the collection, sales strategies, packaging, interior design of store, display windows etc. |
| Lesson 5 |
Class work on brand research project. |
| Lesson 6 |
Class work on brand research project. |
Lesson 7
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Class work on brand research project. |
| Lesson 8 |
Assessment of Part 1 (mid-session test): Presentation of projects. |
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Part 2 |
| Lesson 9 |
Introduction to Part 2: “Your personal project” |
| Lesson 10 |
Finding the collection concept: image research and the mood board |
| Lesson 11 |
Site visit: gaining inspiration from different sites in Florence: stores, costume museum, art galleries etc. |
| Lesson 12 |
Fabric research: to be decided in consultation with professor. |
| Lesson 13 |
Class work: designing the collection. |
| Lesson 14 |
Class work: designing the collection. |
| Lesson 15 |
Class work: designing the collection. |
| Lesson 16 |
Assessment of Part 2 (final exam): Presentation of “your personal project”. |
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| BRAND DESIGN AND MANAGEMENT |
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| Duration: 4 weeks. |
| Session begins: January |
| Session ends: February |
| Fees:* USD 1800 per student. |
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| Module Details: |
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Lesson No. 1: Nature of the fashion industry, the structure of fashion company, merchandise process & timing & |
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the inter-relationship of players and their roles. |
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Lesson No. 2: Fashion marketing & buying at industry trade shows |
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Lesson No. 3: Field trip to Pitti Uomo Men’s trade show. |
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Lesson No. 4: Fashion Marketing Strategies, Consumer analysis and trade forecasting. |
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Lesson No. 5: Fashion Marketing Strategies, Competitive Marketing Strategies of luxury fashion companies, |
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distribution and communication. |
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Lesson No. 6: Field trip to Milan. |
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Lesson No. 7: Presentation. |
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Lesson No. 8: Fundamentals in Brand Management the designer as brand. |
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Lesson No. 9: Developing brand image, advertising and promotion in the fashion industry and international flagship |
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stores of luxury brand. |
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Lesson No.10: Brand management – focus on public relations, event and media planning. |
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Lesson No. 11: The fashion system and its most important brands – designs, consumers and quality. |
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Lesson No. 12: Presentation and research on 3 completely different brand as case studies, for target, customers, |
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style & quality. |
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Lesson No. 13: Brand research project |
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Lesson No. 14: Presentation of brand research project. |
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Lesson No.15: Collection design for a brand (group project). |
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Lesson No. 16: Presentation of the design collection (group project). |
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Notes: It is essential to consume 60 lecture hours during this session (as we have already compromised from 6 weeks to 4 weeks and we have to have minimum 60 hours session.
Additional costs of site visits and visits to trade shows to be given an idea when in advance so as to convey the same to the students. |
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