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Fashion Events & PR

IED Florence


IED Florence

Fashion Events & PR Language: English

Course objective This course is designed for those who would like an overview of all the processes involved in staging a fashion catwalk show and the PR skills requested/needed to coordinate and produce a communication strategy. The aim of this course is to enable the students to develop a wider understanding of all aspects of promotion in the fashion industry, the concept of fashion as a vehicle of cultural communication, the professional organisation of fashion promotion and the language and techniques used in this field. A Fashion Event Manager is involved in planning and curating such events as fashion shows, launching new products or brands, store openings, corporate events etc. Managing PR also involves establishing connections with consumer and fashion, accessories, style, apparel and market editors at top trade magazines, newspapers and websites worldwide. Syllabus Communication and Fashion Key media markets, cutting-edge strategies and techniques for branding and promoting the product, the person or the cause - all underpinned by extensive research and Information and Communication Technology skills. The world of communication relies on texting, podcasting and vodcasting. Planning fashion shows or alternative events, in order to provide students with a real understanding of all the tools (from the choice of location to shooting, from

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selection to music and fitting) and steps necessary to compose an organisation process. Fashion, lifestyle, arts, music and culture provide the creative curricula content with industry-sponsored project work offering real-life problem-solving scenarios as well as work placement opportunities. Communication and PR To co-ordinate an integrated communication policy, from concept to execution, implies defining the goals, seeking the most suitable media depending on the target groups and selecting, managing and co-ordinating the people who contribute to designing and promoting the corporate image: photographers, stylists and art directors. The PR expert is the professional who conceives, co-ordinates and produces every aspect of the communication strategy and enables the fashion brand to get in touch with its public and to convey meaning. Fashion Events This course provides the theoretical foundations for organising events in the fashion sector, including how to draw up the organisation plan. Various types of events will be tackled, such as a new product launch, a fashion show, a static presentation and the inauguration of a new point of sale.


IED Florence

Fashion Events & PR (continues from the previous page)

Internet & fashion This course examines current and future scenarios of synergies between the fashion world and the internet. Research tailored to sourcing and finding information on the web. An analysis of fashion forecasting & trends offers an introduction to understanding emerging trends in culture and society. Insight into how fashion trends evolve and how they influence a wide range of fashion product areas. Fashion Journalism This course provides background information about the aims of journalism, about techniques of information transmission and about the various fields in which journalists operate. It includes an analysis of leading publications in Italy and abroad: their identities and their strong points.

Communications & Advertising Corporate communications, the various different techniques and strategies of communications, with a special focus on the specifics of the fashion sector. Analysing the typical professional profile of advertising communications. Studying the visual, graphic and typographic part of a product’s communications. Strategic Planning Understanding the market and, in particular, consumers’ behaviour within a market, in order to focus creative work on a target and create effective communication strategies. Final Work The course will end with an event or a launch of a communication strategy for an emerging brand.

Branding Brand communication, the role of visual merchandising, organisational structure. Merchandising techniques, conducting research based on lifestyle concepts and trends, as well as store and/or regional attributes.

Pag /2 admission requirements: no specific qualifications necessary Duration: 3 weeks Dates: 5th July – 23th July 2010

IED reserves the right to change any information contained herein.


Leather Design

IED Florence


IED Florence

Leather Design (in collaboration with Scuola del Cuoio) Language: English

Course objective This course aims to teach traditional leathercraft techniques to enable you to think creatively and customise your work. You may work on a variety of simple projects which could include simple bags, purses, laptop cases, iPod cases, make-up/coin purses, pencil cases, belts and belt purses, tablemats and coasters. This course is suitable for beginners and those with a little experience of making or designing shoes and accessories. It will help you to develop an overall understanding of the properties and versatility of leather and gain hands-on experience in making patterns and preparing small leathergoods and belts. By the end of the course, you will have made at least one finished piece for a capsule collection, plus a sketchbook of ideas which will be a valuable addition to your portfolio. Syllabus 1st week IED Florence Campus Technology – Using colour Colour as a means of communicating and achieving visual impact and psychological effect. How fashion communicates through colour. Designers’ tools, an appraisal of colour management methods. Technology of Materials Introduction to leather accessories: natural, man-made, synthetic fibres and yarns. Textile patterns for accessories

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and shoes. Characteristics of different types of leather. Tanning techniques. Research and experimentation for creating a unique, creative manufactured product. Analysing materials. Characteristics of metal trifles. Fashion Illustration Free-hand drawing, elements of visual perception and proportions. The study of shapes, volumes, lights and shadows. Basic geometrical constructions, descriptive geometry, orthogonal projections, axonometry and perspectives. Elements of technical drawing. Illustration and colouring techniques for accessories and shoes adapted to their relative materials. Introduction to Computer Design Creating mood-boards with Adobe Photoshop. Introduction to using 3D software. Introduction to Shoe & Bag design Characteristics and working techniques. Studiying the individual elements and all details of shoes and bags. Pattern-making and creating bags: building models, verifying structures and manufacturing prototypes. Guided Tours to various craft studios and leather shops in Florence


IED Florence

Leather Design (continues from previous page)

2nd – 4th week Workshops in partnerships with the Scuola del Cuoio (School of Leather) Students work with master craftsmen in the brick-vaulted workshops in the historical Novices’ Courtyard, using hand-made tools some of which date back fifty years. The unique location, the quality of its products and its commitment to tradition has made the Scuola del Cuoio famous all over the world. The Scuola del Cuoio is now Italy’s largest genuine workshop where customers can watch crafstmen creating handmade leather goods inspired by the centuries-old Florentine tradition. As an introduction to the Scuola del Cuoio, students receive a short lecture about the history of the company and the materials and techniques used in creating leather products, before entering the workshop, where they will be given a smock to wear and then be taught by master craftsmen how to cut, create and finish genuine handmade leather goods in classes lasting three weeks. Activities will include: - Caring for and using tools Learning about the various types of leather, their qualities, uses and suitability for various samples made throughout the course; - Pattern-cutting techniques and preparing components - Preparing leather and processes for accessories

The Scuola del Cuoio was created after World War II by the Franciscan friars of the Monastery of Santa Croce working together with the Gori and Casini families, Florentine leather craftsmen since 1930. Placed strategically near the banks of the river Arno, Santa Croce has a long history dating back to the 13th century as the district where industries that required great quantities of water were concentrated. The tanners of via delle Conce and via dei Conciatori, just a few steps from the garden entrance of the monastery and the Scuola del Cuoio, were an important part of the Santa Croce neighborhood, together with the dyers of Corso dei Tintori and the soap-makers of via dei Saponai. Tanned hides were used for centuries to make the city’s leather goods and by the monastery itself to cover its great manuscripts. The postwar Scuola del Cuoio brought these traditions back to the monastery.

- Basic pattern-cutting techniques producing patterns, standards and sectional patterns, preparing to stitch the upper together.

Pag 2/2 admission requirements: no specific qualifications necessary Duration: 4 weeks Dates: 29th June – 23rd July 2010

IED reserves the right to change any information contained herein.


Visual Merchandising

IED Florence


IED Florence

Visual Merchandising Language: English

Course objective The aim of the course is to provide an introduction to this profession to individuals who need an overview of visual merchandising in a fashion retail context. This course will teach the fundamental principles, inspiration and techniques of visual merchandising, such as increasing in-store customer traffic and guiding customers to browse through merchandise placement and store layout. The key focus will be on lifestyle interiors and window-dressing. Students will acquire an understanding of design concepts, design skills, presentation, company branding and practical techniques, while learning practical skills, using methods and products for table-top presentations, display compositions and how to communicate with consumers. The final project will be an installation design for a shop in central Florence. Visual Merchandisers create window and interior displays in shops and department stores. Their aim is to maximise sales: they are responsible for the ‘look’ of the store. Displays are changed regularly and themes can be dictated by a number of factors, including the seasons of the year. Syllabus Visual Language & Creativity Technique Conducting research based on lifestyle concepts and trends, as well as store and/or regional attributes, sketching designs, developing floor-plans, sourcing materials. Maximising store space and layout, using available space to the best advantage, dressing mannequins and making use of creative lighting for window displays. Preparing for promotional events and dismantling displays at the end of promotional periods; display & presentation techniques, store layout.

Fashion Marketing, Communication and Semiotics Giving feedback to the head office and the other teams (such as buyers), visiting other stores in the area, working with in-store sales staff and helping to develop their understanding of presentation. Implementing the designs and plans created by the visual merchandising manager and the creative director: this may involve manual work including lifting, carrying and climbing ladders. Visual Merchandising Lab Maximising store space and layout, using available space to the best advantage, dressing mannequins and making use of creative lighting for window displays. Preparing for promotional events and dismantling displays at the end of promotional periods; display & presentation techniques, store layout. Setting up a ‘model’ store according to the company’s latest design directives; photographing the store’s windows, each wall and every display, in order to create a visual merchandising pack to send out to other stores (to ensure that all stores are consistent with the company brand and image). Branding Brand communication, the role of visual merchandising, organisational structure. Merchandising techniques, conducting research based on lifestyle concepts and trends, as well as store and/or regional attributes. Final Work By the end of the course, students will have created some display windows for the most important shops in central Florence and least one sketchbook with some pictures of the final work, which will be a valuable addition to their portfolios.

admission requirements: no specific qualifications necessary Duration: 3 weeks Dates: 5th - 23rd July 2010

IED reserves the right to change any information contained herein.


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