Promoting what is fashionable and making products desirable is the work of the fashion promotion and communications expert. Fashion promoters define advertising campaigns and organise promotional activity through the most appropriate communication channels that reflect and represent the image of a brand, or luxury product. They organize presentations, events, fashion shows, exhibitions, conferences, press office and public relations activities, utilising different methods of communication, media and marketing.
This 15-month course (including placement) trains participants in technical and theoretical notions needed to create a professional communication campaign through the study of fashion and luxury marketing management, public relations, social media and advertising. Understanding the connection between consumers, the product, and the markets in which they operate is key to producing a successful communication strategy. During the course participants learn how to anticipate and respond to developments in media and communication through subjects such as fashion promotion, journalistic techniques, creative direction, PR, digital marketing, analytics, ethics, fashion styling and art direction.
They explore the major theories and debates that dominate fashion promotion and evaluate different techniques applicable in creating and understanding the role of ‘image’ in fashion, as well as analysing historical and contemporary references. Content includes, understanding of public relations within fashion houses: from customer management to the identification of key industry players and celebrities, and from fashion show organisation to the management of press days, conferences and events. The course also includes a development and understanding of the visual creative process for fashion magazines and brands, work placement and dissertation.
Looking at fashion advertising, editorial and creative direction in media, communication and promotion, participants evaluate and analyse trends in fashion styling, photography and journalism. They also gain an advanced knowledge of creative writing processes encouraging their own vision and professional preparation for various roles in the fashion industry which foster innovation, entrepreneurial thinking and problem solving. The impact of new technologies has changed the face of communication and this course looks at finding the right balance between conventional or strategic promotional and marketing campaigns, and communication through new media including viral platforms, online blogs, magazines and social media – also investigating the use of new media for commercial benefit. Together with professional links direct with fashion companies; industry projects and guest speakers all assist to provide a detailed insight into the realities, and the opportunities, of fashion promotion and communication.
This course develops career-ready strategic, creative brand communicators and is aimed at participants that have previous undergraduate level study or similar, or proven work experience completing the course with skills in media and promotion for the fashion and luxury industries, with the ability to apply key fashion communication channels and theories across all written and visual media campaigns.
Promoting what is fashionable and making products desirable is the work of the fashion promotion and communications expert. Fashion promoters define advertising campaigns and organise promotional activity through the most appropriate communication channels that reflect and represent the image of a brand, or luxury...
- Journalistic Writing and Techniques
- Communication, Advertising and Promotion Strategies
- Visual Communication and Fashion Images
- Editorials and Fashion Styling
- Digital Technologies / Digital Marketing
- Big Data, Analytics and Digital Disruption
- Brand Ethics and Corporate Social Responsibility
- PR and Event Management
- Research Methods
Journalistic Writing and Techniques Communication, Advertising and Promotion Strategies Semiology Visual Communication and Fashion Images Editorials and Fashion Styling Digital Technologies / Digital Marketing Big Data, Analytics and Digital Disruption Brand Ethics and Corporate Social...