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Educational objectives

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.

Skills acquired

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.

Final exam

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