The contents of the Master integrate different interdisciplinary themes for better understanding and managing the processes of fashion product development and marketing through the whole pipeline. The Master consists of 720 hours of classroom lectures and a final internship of at least 480 hours.
The structure is composed of six learning blocs: warm up, quantitative & project tools, fashion pillars, fashion processes, curiosity, fashion practices, field projects, empowerment & internship. The objective is to accompany the student to the progressive knowledge of the industry and the key processes that characterize the professional profiles involved in the brand management.
Lectures are organized into modules based on the presence of teachers from different areas that can transmit a complete picture of the structure and functioning mechanism of the industry. They include a part of theoretical framework and a large space devoted to exercises, with the aim of transferring methods, techniques and concrete working tools.
Educational Contents
Warm-up: to acquire the basic knowledges
The unit includes 40 hours dedicated to create, an homogeneity of participants’ knowledge that is necessary for the later stages of the learning process. Lessons help to students, according to their origins, to fill some basic gaps in the fields of management, economics, quantitative methods, communication, design, and sustainability. Given the different backgrounds education, the students have to follow the “Warm-up” course related to the master chosen, plus one of their choice, in agreement with the Director of the Master. This unit does not have a final exam.
Quantitative Tools & Project Tools: to acquire quantitative skills and design
The unit is divided into 20 hours.Lessons aimed at the acquisition of quantitative tools and design, through the use of the programs Excel, Indesign and Photoshop. These instruments will be preparatory to the understanding of the processes that characterize firms in the industry and the contents of specialized courses, according to the Master of reference. The educational activities include basic lessons and advanced training in relation to the background of the individual student. There are exercises and tests written by students.
Fashion Pillars: to know the structure of the fashion industry and the working tools
The unit is composed of 140 hours dedicated to the knowledge of the structure of the fashion industry, the companies that characterize is and the different business models, strategies, product categories and materials. It also aims to transfer some technical and operational tools for planning and organizing activities, along with tools for investigating and processing qualitative and quantitative market data.
Courses are:
• Project Management
The Project Management for Fashion course aims to provide students with the basic methods of management of Activities and Processes (Planning, Timing, Objectives, Resources, Responsibility, Output, Cost / Benefits ratios) applicable to different types of projects in the fashion industry (Brand and Product area, Retail and Commercial are, Research and Communication area). Contents on the methodologies and tools will be complemented with organizational contents (i.e.: characteristics of project managers, team motivation, project marketing) that allow a proper contextualization in the company context.
• Italian Fashion System
The course Italian Fashion System aims to provide a preliminary view of the fashion industries (fashion industry, important people of the fashion industry, seasonal cycles) and typical strategies of the fashion companies ( product strategies, marketing, communication strategies) with reference to the relationships between the creative and managerial processes. Moreover, will be studied the most important fashion industries in relation to the different market positioning of their products: programmed models and hybrid models. In order to acquire the specific knowledge of the fashion industry, particular attention will be given to the teaching of the most important terms and vocabulary of the fashion industries. As a matter of facts, to proceed with the correct understanding of the fashion industries terms, it is absolutely necessary obtain the correct skills.
• Fashion Business Models
The course has the aim to introduce a general picture on the different Business Models within the Fashion & Luxury industries, from a strategic perspective on Luxury Brands, Designer Brands, Industrial Brands and Retailers, to the management of the positioning in the fashion industry and the different approaches to the management of creativity, from the stylistic identity to the different product strategies. The course will focus on the levers companies can differently implement in terms of communication, image and retail identity.
• Fashion History
From the Modernism which celebrates the art and fashion, to the Third Millennium, the course aims to provide an historical overview through the history of fashion. Specifically: the "Roaring Twenties"; Art Deco and the aesthetics of the machine; the emergence of women "couturiers": Madeleine Vionnet, Elsa Schiaparelli, Gabrielle "Coco" Chanel ; cinema and Hollywood fashion in 1930; 1950 and Existentialism; 1960: optimism, art "pop" and street fashion in London; 1970: the punk and the anti-fashion on the streets of London; 1980 and pluralism of fashion; 1990; postmodernism, and globalization in the Third Millennium.
• Fashion Marketing & Brand Management
The Fashion Marketing & Brand Management course aims to introduce students the main fashion marketing techniques and to the framing of the process of formulating, implementing and monitoring the brand identity and brand positioning. This process identifies two different but related application areas: the first one has as its objective the knowledge of the framework and the guidelines from which to derive operational "brand sensitive" marketing processes; the second one has as its objective the direct management of brands as intangible strategic assets, which are connected to specific management processes. The course has been framed within three different but connected areas of application: the management and design of the brand as an immaterial asset; the framework and guidelines for the operational processes; the sociological perspective of branding.
• Research Methods & Trends
The course aims to provide a broad view, on one hand, of the different methods and research tools useful to investigate fashion markets and consumers and, on the other hand, on the main contemporary trends influencing fashion and fashion-related industries. Project-research and trend research will be introduced; processes, tools and artifacts that characterize the research in fashion design: blue sky research, visual research, product research. Tools and stages of the research process: from brainstorming to the concept of the collection. Socio-cultural and scenery research through the cool hunting. Tools and stages of the investigation, from the brief to the final report. Main actors of the trend analysis: fashion companies, research agencies, freelancers. Marketing Research, both qualitative and quantitative: desk analysis and field analysis. The difference between using primary and secondary data. The difference between exploratory and confirmative marketing research. Subsequently an overview and explanation on the main trends, their diffusion processes, contents and forecasting, will be introduced, focusing both on fashion related and not-related industries.
Courses include lectures, exercise sessions and final exams.
Fashion Processes: to be able to manage the processes of communication
The unit is composed of 180 hours devoted to the main processes in order to enhance and promote the cultural identity of companies and brands, to implement and manage the new channels and formats of communication.
Courses are:
• Brand Communication Strategies
The course will glance at fashion communication field and at the major job profiles involved. Nowadays fashion communication means knowing how to create and manage an integrated communication strategy, organize an ad campaign, deal with the media and relationships with those operating throughout the sector, organize events and fashion shows, and also implement a launch plan for a product, a designer or a brand. The course also offers an overview of marketing and communication planning for the fashion industry with an emphasis on the Italian brands. After an introduction about the analysis of marketing, brand management, distribution channels, communication and advertising strategies, it will focus on reaching target audiences using marketing communication channels on-line and off-line.
• Fashion Images and Advertising
Through cultural and media studies theory, the course will introduce ways of reading, analyzing, and interpreting fashion images. Differences between editorial work and advertising will be explained, as well as how different segments of the fashion industry - from luxury to mass-market - have different needs in terms of media communication. Fashion films, advertisements, billboards, photos and other media will be thoroughly discussed. Upon completion of this course, students will learn to analyze and interpret the increasing visualisation of contemporary culture. Moreover they will develop specific visual and verbal skills for observing, analyzing, describing and critiquing visual imagery from a range of theoretical perspectives. Understanding how fashion is communicated via contemporary media will help student to develop excellent skills in terms of image production, necessary for a future career in fashion media and communication.
• Press & PR
The course aims to provide course participants with essential competences to fit within the editorial staff of both traditional and new media platforms (magazines, broadcast news and internet) or within the working staff of press offices, PR agencies and corporate communication divisions. This course gives students practical experience in developing written communication tools used in public relations. Public relations writing styles and techniques are explored. In particular the course covers the tactics and approaches required for writing press releases, biographies, photo captions, editorials and posts. Media and message targeting to appropriate audiences are examined and evaluated through the preparation of a press kit. Upon completion of this course, students will develop the analytical and writing skills required for a PR career.
• Event Management
The course deals with event management and more specifically it focuses on the basic skills and methodologies employed in developing, producing and managing successful events for the fashion industry. Analysing fashion shows, fashion weeks and trade fair will provide conceptual models and instruments to achieve communication goals through the application of advanced marketing techniques. Upon completion of this course, students will develop the essential skills and techniques to create and design professional fashion events. In particular students will learn how to merge the use of public relation strategies, fashion communication and event planning.
• Social Media Management
The unit introduces the students into the use of social media tools for fashion communication processes. Students will be able to manage tools for building a social media strategy by monitoring, listening and analyzing online communication flows. At the end of the course, students will be familiar with the most updated and still developing knowledge about new and social media as innovative tools of communication and corporate strategies.
• Digital Fashion
The unit is aimed at the design, both strategic and of the contents, of the most innovative web channels of communication and distribution, finalized to different relationships: business to business, business to consumer and consumer-to-consumer (social networks, e-commerce platforms, social shopping). It also provides knowledge and skills in the use of 2.0 and 3.0 web resources that allow to reorient the communication of fashion, traditionally operating in a top-down model, towards the use of bottom-up and peer to peer models. Particular emphasis is given to innovative tools to manage the online-offline integration.
• Fashion Lab
The aim of the laboratory is to think over the complexities in the contemporary fashion industry such as:
- managing responsibility in the fashion processes;
- designing different communication output on line and off line;
- identifying the new consumer trends;
During the course the students will meet key industry experts, managers and opinion leaders.
Courses include lectures, exercise sessions and final exams.
Fashion practices: field testing the competences
Curiosity
The module will consist of a series of seminars in order to provide a broad vision of social and cultural evolution of fashion, with several important interdisciplinary studies on the major Italian brands. Particular attention will also be devoted to some significant contemporary phenomena such as the spread of global trends, the hybridization of styles, the emergence of new forms of production and sustainable consumption patterns, the success of new communication methods related to new media .
Field Projects
These courses are based on the creation of two projects, each lasting five full-time weeks, and it is coordinated by a multidisciplinary team of teachers. Each module consists in the preparation of a project on a real case study provided by leading companies directly involved by the Faculty in the educational activity. From the project brief provided by the company, students’ teams will be set up in order to finalize a viable proposal that offers solutions to the objectives set by the company together with the teachers. The objective is to obtain projects that integrate brand strategy, product strategy, retail strategy and communication strategy, innovation and that is consistent with the reality of the company, simulating work processes as close as possible to the reality of professional contexts. The evaluation of this phase occurs at the end of the course, through the presentation of the projects. The projects will be discussed by a committee composed of professors of the module and assessed in the presence of representatives of the companies involved. Companies will have the early opportunity to select potential students for the internships that will take place in the final phase of the master.
Empowerment Career Management
The module is aimed at providing the necessary skills to deal with selection processes carried out by companies both in the context of internship, and placement in the job market. During the module, students will be put in contact with both Head Hunter specializing in the fashion field and design area, and with companies’ representatives in charge of the selection, coming from the most important and significant companies operating in the fashion industry, in order to understand the dynamics of the selection and to enhance their own professional profile.
Internship
The internship is one of the most significant experiences of the master; coordinated by the Director of the Master, consists in the trial, in a business context, of the skills learned during the courses. It is based on a training project collegially agreed by Milano Fashion Institute and by the host company.
Italian Language
The module is aimed at the introduction to the Italian language for international students. The didactical objective is the understanding of the most common ways of interaction and communication, both in everyday life and in the professional contest. The Students will be divided into two parallel courses , after having attended a preliminary assessment test, for evaluating the starting level of the knowledge of the language
Intermediate Italian B1 level, designed to provide students with the skills needed to sustain a job interview in the Italian language and to introduce the basic vocabulary of the fashion industry for being able to work properly into an Italian job environment.
At the end of the courses, students will attend a final exam. After passing the exam, students will have the opportunity to get the internationally recognized PLIDA certificate (B1), confirming competence in Italian as a foreign language in accordance with the six levels of the Common European Framework.