This Program is Taught in English

The men and women involved in fashion marketing are required to have a highly developed cultural background and high esthetic sensibilities, as well as the creativity needed to develop new ideas to promote the growth and constant renewal needed in a fashion company. In the world of fashion, the marketing department is of utmost importance: analyzing the market, tendencies, and lifestyles, helping to guide the company in their approach to the public, planning and organizing the production, product launches, communication strategy, and distribution of the collections.

The first year of the course of Fashion Marketing is devoted to the acquisition of the fundamental technical skills required, the correct methods used in project management, and building a solid base and preparation regarding the culture of fashion. The study program is concentrated on designing a fashion photography shoot: from observing the real world and deconstructing the signals to the development of an idea and its transformation into a style, in an imaginary situation where the student is required to create an editorial project. The essential goal is to assist the student in his capacity to interpret the styles, to analyze and synthesize the real world and his ideas, translating them into a creative and coherent image, who knows how to transmit the essence of an esthetic image.

The second year is designed to go deeper into the methods, the acquired tools, and the cultural aspects which will be more concretely defined: the projects (photo shoots of women, men, still life) deal with all of the various phases that are involved: research/development/realization - and which represent the building blocks of the study program. Each subject is handled according to the project: the technical and creative methodology (software, digital imaging, video creation); and the cultural codes (contemporary fashion, photography, semiotics, and in general learning how to interpret images). The basic objective is to form a specialist in Fashion Marketing capable of knowledgeably managing the creativity, the time, and the mechanisms involved in project management, and to show a high level of skill regarding the background of different fashion styles throughout history, contemporary tendencies, critical analytical capabilities and their synthesis into new forms.

The third year is dedicated to an advanced design project in a simulated professional environment involving complex cultural elements. The elaboration of the final project leaves room for personal intuition and critical reflections on the part of the student. The thesis project for the course of Fashion Marketing favors the development of a personal style and a project that shows originality and coherence, in which the student must show his knowledge of the technical, quality, and economic aspects tied to the actual production of the collection.

The students will undertake a Bachelor of Honours Degree awarded by the University of Westminster at IED, valid throughout the European Community.