FASHION DESIGN PUBLISHING
This course will give students a good knowledge of strategic branding key principles, and, at the same time, it will instill a working methodology that will help them put in practice concepts learned through a concrete project, in this specific case, the Made in Italy fashion industry.
Understanding of the main clothing/accessories industry markets, form High Street to Haute Couture
— Ability to analyze a brand under the strategic point of view: market placing, main competitors, target audience, brand values & personality, tone of voice, art direction etc
— Understanding and formulating a creative brief
— Ability to identify discrepancies between business ambitions and existing communication strategy, suggesting a more fruitful alternative strategy
— Research capability, both primary (interviewing sources inside the company) and secondary
— Group brainstorming
— Creation of a mood board
— Exploring various concepts in order to define the visual line to be developed
— Application of concept chosen on various media (catalogue, newsletter, packaging proposals)
— Ability to present your work to other students during collective critical sessions.
Students shall work in a group to choose an Italian company in the clothing/accessories industry needing strategic re-positioning, providing full reasons for their choice. They shall complete their pre-branding project testing their concept on a small number of applications, including the creation of a fashion look book.
Catherine Slade Brooking, Creating a Brand Identity. A Guide for Designers, Laurence King publishing, 2019
Rohland Barthes, Il Senso della Moda, Piccola Biblioteca Einaudi, 1995
Francisco Guzmán, A Brand Building Literature Review, Excerpt from PhD Thesis “Brand Building Towards Social Values: Associating to Public Goods”
Eugénie Shinkle, Fashion Photography: The Story in 180 Pictures, Thames & Hudson, 2017