SUMMER COURSE FASHION EVENTS AND PUBLIC RELATIONS SUMMER. IED Firenze July 2nd - 20th, 2018 English

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1 Fashion event realized by Summer course students - Ph. S. Casati SUMMER SUMMER COURSE FASHION EVENTS AND PUBLIC RELATIONS IED Firenze July 2nd - 20th, 2018 English

2 SUMMER PROGRAMS ARE DESIGNED FOR STUDENTS SEEKING A CREATIVE ITALIAN EDUCATIONAL EXPERIENCE PROVIDING THE BACKDROP TO DISCOVER AND DEEPEN AREAS OF INTEREST AND SKILLS FOR ACADEMIC AND PROFESSIONAL FULFILLMENT Performance IED for Vouge Fashion Night Out - Ph. S. Casati IED SUMMER SCHOOL IED Summer school gives students the opportunity to exchange ideas, broaden their knowledge and perception of their discipline through research team participation. The school s philosophy is to offer the highest level of design education in a way that is inspirational rather than institutional while providing a quality facility in an international atmosphere. Summer programs are designed to build and update practical, professional skills and they allow you to earn university credits while enjoying a study abroad experience and discovering new cultures and places. Programs are divided in two levels: Introductory: preparatory programs designed for students with no prior knowledge or experience in the discipline. Advanced: programs intended for students who have competences or basic professional expertise in the area of study and are interested in developing their skills and professional portfolios. The multicultural environment, with students and professionals from all over the world will offer an enriching experience.

3 4 Fashion event realized by Summer course students - Ph. S. Casati FASHION EVENTS AND PUBLIC RELATIONS DESCRIPTION This program focuses on the basic skills and methodologies employed in developing and producing successful events specifically for the fashion industry. Students learn how to merge the use of public relation strategies, fashion communication and event planning in order to stage an actual fashion event as their final project for a partner company. This course affords students to explore and learn more about Florence as a historical city of design and fashion that has reinvented itself over the centuries and that in an age of globalization has acquired a relevant role in the world of haute couture/fashion. Students are expected to work outside of class in small groups and individually both for regular assignments as well as the final project. Course title: FASHION EVENTS AND PUBLIC RELATIONS Course dates: July 2nd - 20th, 2018 Class scheduling: From Monday to Friday on a full time basis (morning and afternoon), the course has a duration of 75 hours spread over 3 weeks. Location: IED Firenze Via Bufalini 6/R Level: Introductory TARGET Creative, flexible, open-minded students from other fields who want to learn and take on challenges. People who are interested in the world of fashion communication, in particular in fashion events and PR for fashion business, and have no prior knowledge or experience in the discipline. Skills such as fashion trends setting or sketching can be useful even if not mandatory. Applicants need to show strong motivation and the ability to work in groups.

4 6 METHODOLOGY AND STRUCTURE This course allows students to develop the essential skills and techniques in order to organize successful fashion events and develop comunication plans. Students are divided in groups and are required to develop three communication projects based on real company briefings. Projects focus on the concept design of an original event, on the definition of a communication plan, including the branding strategy, and the use of different PR and communication techniques. Projects are developed through the different learning modules, which combine theoretical and guided tours at Italian fashion retailers and museums. Projects are presented to the clients halfway through and at the end of the program. Site visits are an integral part of the program s learning experience and are designed to complement what is acquired in the classroom as well as serve as an on-going orientation to the field. s will be held by professionals working in the fashion industry. Project by C. Fontanella for ILLUM - Ph. M. Giachi

5 8 PROGRAM The following topics are discussed during the course: Through this course students will develop the necessary skills in order to plan and manage successful fashion events. They will be required to carry out three event proposals and deal with all their aspects: event proposal, communication plan and branding strategies, materials selection, catering, lighting etc. Fashion Communication and PR Students achieve the ability to develop and present an effective comunication compaign. This will include several stages such as: a fashion communication strategy plan, the definition of related communication action points and press release, and fashion writing production. Fashion Writing Through this course students learn how to develop good writing techniques and nurture their own unique journalistic voice. They analyze and define the most effective and suitable communication techniques adapted to specific situations. The result is a written press release and event communication packet. Branding Students learn the brand s value as a point of contact between business and consumers. They work on their design project according to a design brief developed in partnership with the client. Students use the design brief to understand the client s goal and clarify the need and direction of the project. LESSON PLAN (This is an advance copy sample syllabus. Please note that dates and order of the lesson plan may change based on confirmation and availability of studio space, guest speakers, site visits etc.) WEEK ONE DAY 1 Orientation day Faculty and students presentations Course introduction Program overview and general information DAY 2 Guided visit Gucci and Salvatore Ferragamo Museums in Florence DAY 3 Branding DAY 4 Fashion Writing DAY 5 Fashion Writing

6 10 WEEK TWO DAY 6 DAY 7 Fashion Writing DAY 8 Fashion Writing DAY 9 Branding strategies for the partner company DAY 10 Lab time WEEK THREE DAY 11 DAY 12 Guided visit Visit to the partner company/client Branding DAY 13 DAY 14 Lab time Pre-event - set-up on site DAY 15 Program closure Individual or group Final presentation and event During the course, participants will meet with different professionals in the fields, as part of the traditional lectures. Active participation in discussions with guest lecturer and site visit attendance is fundamental.

7 12 Performance IED for Vouge Fashion Night Out - Ph. S. Casati BIBLIOGRAPHY A list of recommended pre-reading and preparation is provided below. Public Relations: Registrato and Tactics by Dennis Wilcox and Glen Cameron - Pearson Guide to Producing a Fashion Show by Judith Everett - Fairchild Books Creative Fashion Presentations by Polly Guerin - Fairchild Books Fashion Public Relations by Sar Perlman and Gerald Sherman - Fairchild Books Writing for the Fashion Business by Kristen Swanson and Judith Everett - Fairchild Books INTERNET RESOURCES Vintage Selection vintageselection.it Pitti Immagine pittimmagine.com Fair: Uomo Fair: Fragranze Fair: Taste Italian Designers made-in-italy.com

8 14 Ph. S. lovati FACULTY COORDINATOR Gabriele Goretti Architect, Designer, Senior Researcher in fashion design strategy and luxury goods market. Senior Researcher within joint research Labs between Academia and advanced craftsmanship SMES. PhD in Industrial design, his professional profile is focusing on relationships between design strategies and advanced manufacturing processes. Moreover his research is focusing on product values communication, through design-driven innovation based on technology innovation and traceability. PROFESSORS Claudia Gelosa She is specialized in Marketing and Communication, having developed her skills as the Advertisement and Communication Director for several national and international brands in the fashion, sportswear and accessories field. In 2003/2005 she collaborted with Archea Architecture Association as event coordinator and press consultant. She currently follows several press release projects for brands. Riccardo Bresciani Freelance consultant in communication and marketing, he deals with strategic analysis for brands, from market concept to development plans and competitive repositioning. He s been working for years with important national and international research institutes and with clients such as food international companies and fashion and luxury worldwide relevant brands. He s in charge for a University of Bologna s research project that aims to map the advertising creative trends in Italy. Camilla Di Biagio She began her career by organizing runway. She is specialized in event organization and shooting production, particularly for fashion exhibitions and runway shows. Some of her past collaborations include: Studio Galgano, Redstudio, Alta Roma, Stefania d Alessandro Make-up, Sergio Valente, Philip Morris Italia, You, Mandarina Duck and Bulgari.

9 16 Sonia Patrizia Catena Sonia Patrizia Catena graduated in Contemporary Art History at the University of Bologna. She has collaborated with cultural and theater associations. She contributed to the foundation and inauguration of the Dürrenmatt Library, the first specialized theater library in northern Italy. She collaborated with a communication and semiotics research group at IULM in Milan and, in parallel, worked as senior of communication and marketing for Luigi Quaglia & C, a jewelery company. She writes, for the magazine Art a Part of Cult(ure), articles about design and art. Since 2010 she coordinates, as Art Director, the artistic program of Circuiti Dinamici, organizing exhibitions and cultural events in different galleries in Milan. She teaches contemporary art history and she has taught methodology of communication at the LABA Academy in Rimini. In 2010 she presented Re-define the Jewel competition (ridefinireilgioiello.com) whose objective is to promote a new aesthetic of contemporary jewelery. Fashion event realized by Summer course students - Ph. S. Casati Fashion event realized by Summer course students - Ph. S. Casati

10 18 PRACTICAL INFORMATION QUALIFICATION At the end of the summer programs students who have successfully attended at least 80% of each course, including field trips and course-related activities, will receive the IED certificate of attendance. Exceptions for medical and personal emergencies are handled on a case-by-case basis. SITE VISITS Field trips are tentatively scheduled and may change upon instructor availability or guest speaker and venue scheduling. All visits will be announced in detail during the first day of class. Site visits are a component of this course and may occur outside of the regularly scheduled class time. Student participation is mandatory. IED ADMISSION AND ENROLMENT PROCESS To start with the pre-enrolment process click Apply Online on ied.edu, complete the form with your personal details and upload the admission required documents. A dedicated IED Advisor assists students through the whole process. For more details please check our website ied.edu/summer AGE REQUIREMENT Applicants must be 18 years by the end of the year in which the course starts. LANGUAGE REQUIREMENT Applicants must have a high intermediate level of English in order to enroll in the program;they must be able to follow a lesson held in English. Level 5.0 IELTS (61 TOEFL IBT or equivalent) or above is requested. CANCELLATION OF THE COURSE Courses that do not reach the minimum number of confirmed participants may be cancelled.if a course is cancelled, the student will be notified by telephone or and will have the option to select another course or request a full refund of all paid fees. CREDIT TRANSFER Students seeking university credit for summer courses should contact the international education office at their home institution and find out the transfer credit procedure. IED provides all relevant course materials including syllabus, professor profiles, and official student transcript of records in order to facilitate the transfer of credit and recognition of the program. VISA Applicants should check with the Italian consulate in their country of residence to confirm if they need a visa for the period of their study in Italy. IED will issue (upon completion of enrolment and payment) the necessary documentation to apply for a visa. If you do need a visa, please be sure to apply early. COURSE TEXTS Students will be issued a course pack and/or PDF copy of course readings from texts as well as other relevant articles and readings added by the professor. COURSE MATERIALS AND SUPPLIES Required materials for class workshops will be provided. All personal printing is at student s expenses. Students may also choose to purchase additional supplies at their own expense. Students are encouraged to bring their own laptop and digital camera in order to work independently. HOUSING A dedicated office in each IED city, with qualified staff, will assist summer students in finding their place to stay while studying at IED. Students will be provided with a wide range of different housing options aimed at satisfying their needs. FOR MORE DETAILS IED Firenze Via Bufalini, 6/R Firenze Tel ied.edu/summer IED reserves the right to make any changes necessary to the present document, if they are deemed an improvement to the service provided to students, with regard to both academic goals and the optimum organization of related activities.

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