Gateway seminar: Fashion (19CK25850)
||Cristina Lastra Ravn
||Dirección General y Estrategia
A strong desire and keen interest in exploring the Fashion Industry as a professional option is a must. Previous experience and/or contact with a related business or activity is interesting and useful to enrich the Course and share with your colleagues.
Monday January 9th - Thursday 12th 2016
Sessions: 12h. total over 4 days
Additional work & case studies: 10-15h.
COURSE CONTRIBUTION TO PROGRAM
The fashion market has proven resilient and adaptable as global change continues to affect most industries, in some cases directly disrupting established business models.
The increased pressure of ROI resulting from corporations and market interests on established brands and its effect on the creative nature of the outcome, the allure of new markets not exempt from fluctuations in demand, the disappearance of seasonal collections and cycles based on easily foreseeable trends, the consolidation of high-street ready to wear chains, the emergence of small niche brands leveraging the power and speed of technology, the changing face of today's consumers and their distinct habits and preferences, the increasing focus on sustainability and social responsibility, the value of direct contact between brands and consumers via social media and the irruption and evolution of influence marketing into traditional branding and marketing practices are all key issues that underpin the fashion business on a global scale.
Like all marketing disciplines today, it is an exciting and challenging scenario that demands specific knowledge and skills, creative thinking, agile mindset, continuous learning, resilience, digital competencies, value management and brand building.
The Fashion Seminar aims to provide students with an introduction and general overview of the Fashion Industry articulated on four levels: Universe, System, Future and Professionals.
Specifically, it focuses on providing insights into the following areas:
Fashion Universe: the foundations of the fashion industry and its distinguishing features as an artistic and cultural signifier, personal statement, design discipline and business activity,
Fashion System: the elements that configure the fashion ecosystem and how they interact with each other within specific parameters to configure a unique process as a creative industry (structure, suppliers, channels, product, brand, marketing, communication, consumers, stakeholders, technology, design).
Fashion Future: challenges faced by the Fashion Industry with a specific focus on Brands & Communication including: the fast-fashion model, sustainability, social media and influence.
Fashion Professionals: what does it take to work in Fashion? The skills, mindsets, roles, abilities, career paths available and access to them.
We'll also be touching on: fashion as a unique creative industry, fashion brand management and equity; creative, artistic and design influences; disruption of fashion system and communication by digital media & influence marketing; BTL activity: PR, events and sponsoring; visual merchandising; distribution channels and omnichannel consumer behaviour; digital branding and marketing; marketing intelligence.
Course Learning Objectives
- obtain a basic understanding of the fashion industry: ecosystem, processes, relationships, value
- identify the main levers and stakeholders of the industry, their interrelationship and context
- understand the main drivers and the role of digital innovation in changing the fashion system and creating different values;
- identify the skills required and explore available career paths in the sector
- become familiar with other actors and participants in the ecosystem to facilitate relationships, management and team work
- define the value management graduates can provide and work on how to become a visible and attractive candidate
- hear and interact directly with practitioners and specialists currently working in the sector on local/global level.
1. Universe foundations of the fashion industry and its distinguishing features as a cultural reality, personal signifier, art form and business activity. creative industries, fashion brand management and equity; creative, artistic and design fundamentals.
2. System elements that configure the fashion ecosystem and how they interact with each other within specific parameters to configure a unique process as a creative industry: structure, suppliers, channels, product, brand, marketing, communication, consumers, stakeholders, technology, designers
3. Future Challenges faced by the Fashion Industry with a specific focus on Brands & Communication including: the fast-fashion model, sustainability, social media and influence
The Blonde Salad
4. 4 Professionals skills, mindsets, roles, abilities, career paths available and access to them from the perspective of an MSc in Marketing
Personal Branding, extending related learning, work experience, attitude and 360º approach
The aim of the Seminar is an introduction and overview of key areas of the Fashion Industry. The Seminar will be held over 2 days of 4 Capsule Sessions, in which classroom participation will be observed and valued, including appropriate and timely references to the readings assigned.
The structure of the course (which will be provided in full in the final syllabus) is based on a combination of theory and practice, with students expected to be proactive
in their approach. The material and exercises included aim to foster the identification and acquisition of related skillsets and apply learnings in an atmosphere of open contribution and creativity.
Sessions will be active, creative and innovative in their design and speakers on specific areas will share their insights and experience with students.
Some preparation will be requested prior to sessions.
|Class Participation & Readings
|Flash Fashion Project
|Case Study 1 - Gucci
|Case Study 2 - Moda Operandi
|Case Study 3 - The Blonde Salad
Attendance to all class sessions is compulsory. Students' thoughtful, succinct contribution to class discussion, including informed questions and personal insights. Interpretation and familiarity with most of the readings will be expected as will awareness of industry current events and news.
You will be notified of the Esade Fashion Social Media profiles prior to the Seminar and participants are strongly encouraged to contribute by sharing related news, insights, thoughts, etc from their own SM profiles using the hashtags
specifically created for the course: #fashionfiends #fashionesade #esademsc #fashionseminar
- Proactive Class Prep & Participation
- Flash Fashion Group Project
- Case study 1
- Case study 2
- Case Study 3
We recommend some background reading and preparation before attending the course to make the most of the experience and get you familiar with the subject. Also please become familiar with industry publications, brands and news.
to inspire, get-to-know and enjoy the Fashion Industry from an insider perspective and through the lens of Marketing, Communication, Culture & Design
We strongly encourage background reading and preparation before attending the course to make the most of the experience and get you familiar with the subject. A Bibliography to inspire, become familiar with and enjoy the Fashion Industry from multiple perspectives including Marketing, Communication, Culture & Design.
Marketing Fashion - Harriet Posner, Laurence King Publishing, second edition 2015
Marketing Fashion is a practical guide to the fundamental principles of marketing and branding, from catwalk to price calculation, developing brand identity to creating a customer profile. The book explains key theoretical concepts, and illustrates how they are applied within the global fashion and retail industry, from the heights of haute couture to the multiples of the mass market.
The fashion handbook (media practice) - David Shaw, Tim Jackson, Routledge, 2006
The Fashion Handbook uses case studies, interviews and profiles and includes chapters written by recognised academics and fashion industry experts. Specialist topics include fashion culture, luxury brands, fashion journalism, fashion buying, design and manufacturing, retailing, PR and styling. "The Fashion Handbook" includes: a unique and wide overview of the fashion industry; chapters on specialist topics; contributions from recognised experts in both academia and the fashion industry; expert advice on careers in fashion retailing. It is a must for all students of the fashion world.
Fashion 2.0: Season of Change: A Forecast of Digital Trends Set to Disrupt the Fashion Industry -Yuli Ziv, www.yuliziv.com 2013
"The fashion industry will change more in the next ten years than it has in the last one hundred. The driver of this change will be technology: technology that changes the role of the retailer, technology that changes the capability of brands to access their customers, and technology that changes every aspect of consumer behaviour?
100 Contemporary Fashion Designers - Edited by Terry Jones, founder & creative director of i-D, Taschen
A compendium of the 1st two volumes of Fashion Now! by TASCHEN . An exhaustive study of fashion design worldwide, it's considered an indispensable reference book for anyone interested in the future of fashion.
Lovemarks: The Future Beyond Brands - Kevin Roberts, CEO Worldwide Saatchi & Saatchi, Powerhouse Books
Relevant and timeless in its exploration of the intimate relationship between emotions and brands, the Lovemark concept finds a natural and powerful context in Fashion. A prescient text, written before the Social Media revolution and the disruption of the fashion industry, it remains seamlessly of the moment at http://www.lovemarks.com/
Grace: A Memoir - Grace Coddington, Random House 2012
Known through much of her career only to those behind the scenes, she might have remained fashion's best-kept secret were it not for The September Issue, the acclaimed 2009 documentary that turned publicity-averse Grace into a sudden, reluctant celebrity. Grace's palpable engagement with her work brought a rare insight into the passion that produces many of the magazine's most memorable shoots. The book weaves together her personal story with the professional career that has made her a powerful and respected creative force in the world of fashion.
Carine Roitfeld: Irreverent - Carine Roitfeld, Rizzoli 2011
A visual history of Roitfeld's fearless career. A daring instigator, she is known for pushing the limits with her subversive styling ideas. Featuring a selection of 250 magazine tear sheets and covers from pivotal editorial shoots and advertising campaigns, as well as intimate visual ephemera, this book gives an inside view into Roitfeld's creative thought process and sensibility and is a must-have for those interested in cutting-edge fashion and femininity.
Man Repeller: Seeking Love, Finding Overalls - Leandra Medine, Grand Central Publishing 2013
A series of essays by the founder of Man Repeller, the blog that has established itself as one of the leading references of fashion and lifestyle today. Written with the author's signature sass and blunt honesty, they explore the deep connection between our memories and the sartorial choices associated with them. From The Bermuda Shorts to The Magical Harem Pants, Medine relates with wit how she navigated her way into the most unusual item of all: The Inconsequential Big White Dress (And Organza Jacket)
Girlboss -Sophia Amoruso, Penguin Books 2011
In the space of ten years, Sophia Amoruso has gone from high-school dropout to founder and Executive Chairman of Nasty Gal, one of the fastest-growing retailers in the world. More than a book, a movement http://www.girlboss.com/.
Consumer Behaviour & Culture Marieke de Mooij - Sage Publications, 2011
20th Century Fashion: 100 Years of Apparel Ads: 100 Years of Fashion Ads Alison A. Nieder and Jim Heimann, 2009
A to Z of Style Amy de la Haye, V&A Publishing, 2011
Vogue, The Covers Dodie Kazanjian, Vogue, 2011
Timetable and sections
||Cristina Lastra Ravn
||Dirección General y Estrategia