—Image by IED: Project Luxury Fads —Image by IED: Project

MASTER

COURSE MASTER MARKETING: Strategic Fashion Marketing and Branding

IED Milano February 2016 English IED MILANO Master in FASHION MARKETING: Strategic Fashion Marketing and Branding 2 Giuseppe Verdi MUCH BETTER. IS BETTER, THE TRUTH BUT TOINVENT A GOODTHING, CAN BE THE TRUTH TO COPY —ImagebyIED:Project Two ItalianBoys Duration andattendance Limited enrollments Starting date Starting Coordinator Language Location Diploma Credits

coordinator. the masteroffice andthe didactic needs- together by according tothe participants maximum numberof course islimitedtoa The admissiontothemaster 60 ofIED Certificate Attendance English IED Moda 1 year, full-time 2016 February Manuela Sacco http://www.ied.edu/enrollment FASHION MARKETING IED MILANO Master in FASHION MARKETING: Strategic Fashion Marketing and Branding 4 knowledge andasignificantsector-specific experience. Graduates are abletofulfill roles suchasaprofessional withmultidisciplinary include placementswithinorganisations, designstudiosoragencies. for Degrees both IEDMastersand1stLevel Master’s Career opportunities associated complexitiesusingacreative andmanufacturingapproach. into professionals capableofleadingadesignproject andmanagingallits strengthening students’autonomy intherelevant fieldsandmouldingthem from methodology, amultidisciplinary Starting thesecoursesare aimedat Design Managementand Visual (60credits corresponding to1500hours). Arts by theadditionoffollowing Degrees: 1stLevel Design,Fashion Master’s from the2015/2016Starting academicyear theeducationalofferisenhanced manage theproject complexitythrough amethodologicalapproach. Moreover theseCoursesofferstheknow-howandtechnicaltoolsusefulto to facethecustomermarketingandbuildtheirownprofessional identity. IEDMaster Coursescoachstudents Structured withreal companiessupport, curiosity, initiative andimprovement thankstotechnicalskillsandcreativity. and management. These courses are basedonItaliandesignfeatures: and respond more effectively tothosewishingstandoutbothincreativity theyhavesimulations. Furthermore aflexiblestructure intermsofcontents IED Mastercoursesallowstudentstobeinvolved inconceptualandproject IED MASTERCOURSES IED MILANOMASTERCOURSES Visual Communication and Communication Management Fashion Design

Brand ManagementandCommunication Event Management Social MediaandDigitalPR Animation Design Graphic Design Fashion Marketing Fashion CommunicationandStyling Fashion Design DegreeFashion DesignManagement–1stlevel Master’s Interior Design DegreeDesign –1stlevel Master’s —ImagebyIED:Project RZERO IED MILANO Master in FASHION MARKETING: Strategic Fashion Marketing and Branding 6 . fashion. segments oftheready towear andfast strategies inthefieldwitha focus on innovative thinkingandexperimentwithnew approach withtheaimofdeveloping an The coursewillfoster acreative andstrategic media. without neglectingtheanalysis ofdigital – theidentityandneedsofconsumer aspects ofpositioningandbranding strategies communication techniques-focusing on marketing management,fashion aspectsoffashion the mostimportant Above all,thecoursedealswithstudyof world offashion. able tofacenewchallengesinthefastmoving at training fashionmanagementprofessionals The MasterCourseinFashionMarketingaims 1 year, full-time 2016 February IED Milano Strategic FashionMarketingandBranding FASHION MARKETING: MASTER IN presentation ofthesisproject. during themasterthroughout the assessing theskillsacquired bystudents program ends withaproject aimedat ): EnterpriseProjects -reverse mentoring- The of techniquessimulative androle playing, etc.. group (projects ,workshops,case studies,use involvement ofthestudent,individuallyorin experimental designstraining withstrong and methodologies andtheories-laboratory discussions for theacquisitionofconsolidated - traditional classteachingand thematic The courseprovides: techniques. fashion marketingandcommunication analysis oftheFashionSystem tothestudyof actions ofmarketingmanagement:from the modules providing thedeepeningofdifferent The Masterisstructured incomplementary Methodology andStructure experience inthefield. professionals withminimumtwoyears of Communication, andMarketing,atyoung and university level schoolsofFashion, Italian andforeign graduates from universities The MasterinFashionMarketingisaimedat Target Distribution andRetailing. inBusinessDevelopment, participating counseling agenciesandcommunication,or ofthe Management andMarketing,aspart segments enteringcompany teamofBrand toapproach different fashion opportunity After theMaster, studentshave the Professional Opportunities IED MILANO Master in FASHION MARKETING: Strategic Fashion Marketing and Branding 8 PROGRAM value-shifting oftheirtarget. value-shifting Retailers, andFashionConsultanciesconsideringtheconstant integrated Fashioncompanies, Fashion Brands, vertically Branding toolsthatare needsof orientedonthecontemporary Fashion marketerneedstobeskilledbyMarketingand innovative outlooks. instrumentsofMarketing inorderand contemporary tocreate and hybrid fashionenvironment, thehyper involved customer Marketing andBranding strategies thatconsiderthedynamic briefs are thekick-off for thedevelopment ofFashion and toenterintheprocess ofreversed mentoring.Corporate tosimulateonreal-lifeStudents have scenarios theopportunity creative product. to develop commercial wiserelevant MarketingStrategies for a Fashion system, itsfundament,andenvironments inorder from arelevant tostart knowledgeof gives theopportunity andexercise underlinethisapproach symbiosis oftheory that Marketing andBranding strategies asmainobjective. The intellectual andcreative strategic abilitytodevelop innovative The MasterofFashionMarketingsetsthedevelopment of identity in reference tothefashion market. company brand bycreating adistinctive brand position, communicate andstrengthen the role How to ofeffective brand storytelling. when itcomestofashion...culminating inthe is notjustaleft-brain exercise -especially highlighting thefactthat “brand management” Branding from a mind”perspective – “whole Marketing, CustomerSatisfaction, Brand and the fashionbrand. To linktheconceptsof Creation, managementanddevelopment of Fashion Brand Management plan. fashion marketingmixandthe product, thedifferent stepsindeveloping the From thedefinitionuptolaunchof lifestyles. the demandaccording tobehaviours or critical factorsofsuccess. The segmentationof the different marketsegments,analysis ofthe Market segmentation,demandsegmentation: Fashion Marketing activities andcompanies. the fashionsystem amongcompetences, and onrole ofinteractions andlinkageswithin between manufacturingandcultural industry on thehybrid nature ofthefashionbusiness fashion system. The coursewillputemphasis understand thevalue creation process inthe Goal ofthecourseistomakestudents Fashion System STUDY PLAN the 21st fashionbusiness challenges. century within digitalmedia, asakeysuccessfactorfor structured approach tomarketingfor and Enterprises”? The coursefocuses ona transforming companiesin “Social and digitalhowthistendency is marketing? Howstrategies cancompriseweb brands impact onFashionandLuxury companies research, design,sell? What isthe How thisdigitalrevolution isaffectingtheway Digital MediaMarketing fashion panorama. address aspecificconsumerinthecrowed learnt andtrained thoroughly inorder to ever-evolving competence thathastobe different basicandadvanced techniques. An grounded ontheskilfulcombinationof Fashion targeting isarefined andkeenactivity Fashion Targeting communication anewstrategic outline. instruments inorder toadoptalso communication ideate contemporary to analytical andcriticalskills.Itaimsfurther strategy withinthisindustry, improving and theabilitytobuildacommunication their applicationwithinthefashionsystem knowledge onthecommunicationtheories, This courseaimstogive studentsthe Fashion Communication IED MILANO Master in FASHION MARKETING: Strategic Fashion Marketing and Branding 10 going towritethefuture offashion. costume, andthose nameswhoare “new” ofmodern icons whoinfluencedthehistory through ideas,thoughtsandworksofthe fashion The coursetellsaboutcontemporary Fashion Culture to changedirection, andalotmore. the salesprocesses, tolistenpeople’s wishes to analyse thechangesinsidesociety, tostudy forecasting really challenging.Itisimportant ideas andinitiatives isgrowing, making The complexityofaglobalmarketfed bylocal Fashion Sociologyand Trends political andsocialimpactofanenterprise. can relate to thecultural, environmental, strategy. It explainshowdesignmanagement within anorganization anditsmarketing design andmanagementitsimportance understanding oftherelationship between business. Itprovides studentwithan stages involved intheapplication ofdesignto isgivenA contextualoverview byexploringthe Fashion DesignManagement Duck, Woolmark Praio,McArthurGlen, Radà, Save the Breil, Brums, Buyvip, Jeckerson, Alcantara,Pompilio, Avirex, Andrea in thepastprojectsofMaster: Some ofthecompaniesinvolved —ImagebyIED:Project Fads Luxury IED MILANO Master in FASHION MARKETING: Strategic Fashion Marketing and Branding 12 Fondazione Biella MasterFibre Nobili. ofseveral companies’boardpart andiscurrently memberoftheBoard of founder and director ofOaktree Consulting. Over theyears, hehas alsobeen held institutionalpositionsboth for ItalianandEuropean organizations. Heis companies andsectors(chemical, automotive, textile,fashion)where healso In hiscareer, managerialexperiencesindifferent FabioFoschihasperformed Fabio Foschi the mostrelevant pragencyinMilan,KarlaOtto. Box Group backinMilan.Shehas alsobeenSenior Account Director atoneof &World for Vivienne Westwood inLondonandFornariGroup andFashion brands suchasEmporio , Valentino, and asHeadofPRandPress Office fashioncompanies/ working inthepress officeofsomethemostimportant She hasdeveloped over twenty years ofexperienceinthefashionfield, Cerullo Leila Some oftheprofessionalsinvolvedinMaster: concretely tackletheworldofwork: to andproject worksthatallowparticipants company case-histories IED Modafacultyare professionals andpractice theuseof abletoteachtheory Professors activities. studio, specializinginMarketingIntelligenceandRetailingsupport Silhouette, Starbucks, Villeroy&Boch. Shehasdeveloped herownconsulting et Beautè,PhilipMorris,Salmoiraghi&Viganò, Samsonite,Selfridges, Dior, Esprit,FootLocker, Ikea,Kiabi,Lindex,Nike,Notos,Oviesse,P&G Prestige Adidas, Asprey&Garrard, Binda,Boots, Bottega Verde, C&A,CocaCola,Coin, side atEnvirosell research for observational andledworldwideprojects –e.g. Gillette Group, themostsignificantexperiences.Sheexperiencedsupplier fmcg, semi-durables, apparel, alldistributionchannels–CoatsPatons,Levi’s, multi-national companies,withlocalandinternationalresponsibilities: Doctorate ofmarketing,over twenty years asMarketResearch Director for Manuela Sacco Coordinator FACULTY —ImagebyIED In thelast5years, hehasprovided advice totextileandfashioncompanies the Textile andFashion Industry. years theItalianFederation as economic research of director atFedertessile Nazionale dellaModaItalianaand PittiImmagineandpreviously for served 10 He iscurrently consultantandadvisortothe president attheCamera fashion business,founder andmemberoftheboard ofSustainability-lab.net. Economist, isCEOatHermeslab, aconsultingcompany specializedinthe Marco Ricchetti and brands, bothlarge andsmall. closely atseniorlevel withmany oftheworld’s mostwell-known marketers Experienced university lecturer onbothsidesofthe Atlantic. Hasworked Former ManagingDirector ofU.S. ofItalianmultinationalcompany. subsidiary Former CEOofmultinationalmarketingcommunicationsgroup inItaly. University). Management (Northwestern motivating humanfaceofbrand strategy. MBAfrom theKellogg Schoolof consultancy inEurope asthe –pioneersinthedevelopment ofthebrand story inItaly, ofbrandstory Managing Partner theleading-edgebrand strategy Rick Ray various brands suchasNeilBarret, MaxMara, Iceberg andN°21. projects, developing brand andcorporate websites anddigital strategies for Director for thedigitalagencyMediaengine,dealingwithInteraction Design London and Tel Aviv inthedigitalmarketingfield.Currently he’s Creative Graphic Designeranddigitalstrategist, he hasworkedfor several years in Tommaso Marini IED MILANO Master in FASHION MARKETING: Strategic Fashion Marketing and Branding 14 Country Manager&DIrector,Country Italyof The Woolmark Company Francesco Magri CompanyFondatore Sportswear Carlo Rivetti Amministratore DelegatodiPiacenzaCashmere Fabio Foschi Vice President ofRetail,Sales&NetworkDevelopment ofSEPHORAItalia Beniamino Garofalo General ManagerofFashion DistrictOutlets Floriana Capitani Board Member ofCANEPAs.p.a. Alfonso Saibene Editor inchiefofL’Officiel Italia Carlo Mazzoni Elio Fiorucci Special guestofthepreviouseditionMaster: andPersol,tonamejustafew ofitscooperation. industries suchasBarneys New York, , Geox, L’Oreal, Luxottica, Group. Herexperienceshavetrend analysis teamofLiEdelkoort spread leading image coordinator for asatellite TV channelsnetworkandisinvolved inthe on specific realities inthemostdiverse sectors.Serena alsoworks asglobal Textilrama Decocontract Brussels,formulating forecast consumerscenarios currently workingwithoneofthemajorinternationalbureaux destyle: than 20years hasbeenworkinginfashion,andcommunication. Sheis Sociologist andimageworkcommunicationsconsultant,Serena Salafor more Serena Sala delivered speechandconferences inmany European and Asian Countries. organizationjournals aboutthefashionindustry inItalianandEnglish Milan CatholicUniversity. inacademic Hepublishedbooksandarticles Feeding theImaginary, InternationalConference tobeheldinjune2015at currently memberoftheScientificCommittee2015Fashion Tales – He teachesFashionSystem atIEDMilano(B.A.HonandMasterLevel) andis relevant totextileandfashionindustry. worked inlocal,nationalandEuropean widelevel government projects —ImagebyIEDProject DanielaBalzani IED MILANO Master in FASHION MARKETING: Strategic Fashion Marketing and Branding 16 to areal professional project. This periodallowsthestudentstoapplyacquired toolsandknowledge and training periodatoneofthecompaniescollaborating withIED. The internships(or training period)isconceived asanon-sitelearning interview, torealize theirpersonalprojects portfolio. the techniquesandtoolsrequired towritetheirCVs, totackleaselection During thestudypathway, IEDtrains studentsandprovides themwith activities. and ensures constant support at activating internships(or training periods),collaborations, fieldprojects, tointerested aimed companies,arranges the selectioninterviews portfolios After meetingsuccessfullygraduated submits students,Career Service CAREER SERVICE of theagenciesandcompanieslistedbelow: IED Modaactivatedinternshipswithsome Italia, Valentino, Antonio Marras, WP Lavori inCorso,Gattinoni,GetLost. Yves SaintLaurent, Coin,, Trussardi, , M+FGirbaud,, Nike Costura, Moschino, Vivienne Westwood, 10CorsoComo,LV MH,Upim,Geox, e Firman, Closed,Golab,CondèNast,MFFashion,Maximilian Linz,Carta Ratti, Fujiwara, Paola Frani, Selecta,GianfrancoFerrè, Marchon, Misaki,Negri Missoni, MilaSchon,CostumeNational,DolceeGabbana, Anteprima, Ruffo, Maxcode, Procter &Gamble, CalvinKlein,Giovanni Cavagna,P., Sport, , MarinaRinaldi,Onitsukatiger, Zone,LesCopains, Gianfranco Comfort Choo, Duyan,Etro, Bally, Sergio Tacchini, Trussardi, ,Ermenegildo Diesel, , Nike, Bottega Veneta, JillSander, Armani, KarlaOtto,Jimmy —ImagebyIED IED MILANO Master in FASHION MARKETING: Strategic Fashion Marketing and Branding 18 assessment test runbyIEDover Skype. orundergo alanguage certificate tongue applicantsmustsubmit a language required language proficiency, notmother or TOEFL IBT68.Inorder todemonstrate the we demandaB2 level equivalent toIELTS 5.5 ensure coursecontentsare fullyunderstood, The MastercourseistaughtinEnglish. To Language requirements same fieldofstudy. remarkable professional experienceinthe private schoolsatUniversity level) orhave a equivalent qualification (diploma from degree orpossession ofabachelor’s Students intendingtoenroll mustbein How toEnrollRequirements -Entry which willberecorded onthecertificate. grade markedonapercentage scaleof100 the teachingstaffwillgivefinal thestudent’s of the School,Company Clientandpart the coordinator oftheMaster, theHeadof thesis. An examinationboard composedof commitment indeveloping asuccessfulfinal must passallexamsanddemonstrate Attendance. To students gettheCertificate of the lessons,receive aCertificate who successfullyattendedatleast80%of At theendofMasterenrolled students, Qualification PRACTICAL INFORMATION www.ied.edu click APPLY ONLINEonhomepage To your admissionprocess start Deadline • • • • • • • following documentsare required: To beadmittedontoaMasterscoursethe enrolment process. during thecourseapplication,selectionand berequiredbe available shouldany support admitted ontoacourse. An IEDadvisor will required documentationneededtobe personal information anduploadallthe admission area” where theycanfillinall applicants are abletoentertheirown “online ied.it. With anindividualloginandpassword for thefollowing onlineplatform -admission. will besuppliedwithpersonallogindetails oftheenrolment processAs apart applicants date. course start Course enrolment closes30days priortothe Portfolio University transcripts: A copy degree ofapplicant’s certificate; CV; which thechosencoursewillbe taught; Cover letterwritteninthelanguage orIDfor EUstudents Passport personalarea;within theapplicant’s form,Pre-enrolment available online Fees certificate. candidates whodonothave aproper Assessment couldbescheduledfor those student drive. An English Language experiences, theindividualtalentand learning pathway orthepossibleprofessional assessing theskillsdeveloped duringthe inEnglishaimedat selection interview Moreover, studentscouldhave totakea portfolio. the Curriculum Vitae, motivation letterand The selectionisbasedontheassessmentof Selection Procedure please visitcreativecontexts.com information for studentgrants. Forfurther yearEvery IEDalsopromotes competitions € 15.400,00 Tuition fee € 3.500,00 Enrolment fee follows: 2016–are €18.900,00February dividededas Total fees for a.y. date 15/16–starting

t. +39025796951 20135 Milano Via Sciesa,4 IED Milano Info program atIEDandtakealooktheschool. ofamaster’s professional opportunities staff, findoutmore aboutthecontentsand andIED the coordinators, businesspartners Open days tomeet are great opportunities Open Days ied-locations/milan/accommodation offering rooms orflatsto rent:www.ied.edu/ a web spaceavailable for thoselookingfor or at thereception ofeachschool.IEDhasalso periodically updatedandcopiesare available reachable from IEDschools. The listis accommodation optionsavailable are easy providers.flats orservice Mostofthe for accommodationthrough alistofrooms/ toallstudentslooking IED provides support Accommodation information please visithttp://www.ied.edu/request- informationfuture jobprospects. Forfurther organization, theircontents,objectives and detailed information oncourses and tochoosethebestcourse,providing They canhelpyou tofindoutmore aboutIED anyone requiring information. tostudentsand assistance andsupport steady offer IED AdmissionsAdvisors Admission Advisors IED MILANO Master in FASHION MARKETING: Strategic Fashion Marketing and Branding 20 1900 PROFESSORS 1900 PROFESSORS COURSES AND SPECIALIZED + 100MASTERS THREE YEARCOURSE 60 POST-DIPLOMA + 100NATIONALITIES STUDENTS 30% OFFOREIGN A YEAR 10.000 STUDENTS AROUND THEWORLD 11 LOCATIONS OF EXPERIENCE 50 YEARS