Fashion Design collection and Marketing

Impara come lanciare una collezione di abbigliamento o di accessori, o un concept di moda globale. Oltre a potenziare l’importante insieme di competenze progettuali, questo corso crea collegamenti tra creatività, fashion design e business. Mettere insieme una collezione di moda di successo per il lancio sul mercato, implica un mix strategico di ricerca, creatività, design, tecniche per la costruzione del capo, pianificazione business, marketing, comunicazione e gestione delle vendite.
Questo corso annuale post-laurea è rivolto a fashion designer che desiderano lanciare la propria collezione personale o il proprio brand e hanno la necessità di ampliare le proprie conoscenze sulla gestione del design di collezioni, sulla pianificazione e sulla promozione, essenziali per sviluppare un modello di business misurabile ed assicurare una rapida crescita dell’attività. Il programma di studi va oltre le istruzioni pratiche su come una collezione debba essere progettata e coordinata, per abbracciare il potenziale di business delle idee creative.

I partecipanti impareranno a pianificare le proprie collezioni in ogni dettaglio e gestire in modo indipendente il processo creativo dal tavolo di lavoro allo sviluppo del progetto nella vita reale, lavorando con diversi mercati, necessità di produzione, aspettative del cliente, immagine del brand e tendenze presenti e future, restando sempre in linea con gli sviluppi del settore. La creatività di un fashion designer è centrale nella produzione di design originali e ha bisogno di essere costantemente supportata e alimentata. Oltre allo stile individuale, i capi all’interno di una collezione dovrebbero complementarsi l’un l’altro, dovrebbero raccontare una storia e sedurre il cliente target. I partecipanti si focalizzeranno sui metodi di ricerca creativa, essenziali nella produzione di design innovativi e nuovi metodi di lavorazione nel design di abbigliamento uomo e donna, accessori, nello sviluppo del brand o nell’estensione dello stesso. Oltre al processo di design, la predisposizione al business e l’esistenza di valide strategie di pianificazione e marketing sono tutti elementi altrettanto importanti per ‘mettere insieme’ una collezione. I partecipanti lavoreranno sulle tecniche di presentazione professionale, impareranno come redigere un business plan, come posizionare un prodotto, come comunicarlo e come gestire la stampa e le relazioni pubbliche. Saranno affrontati argomenti quali la selezione dei tessuti, la pianificazione delle linee, il controllo di prezzi e budget, potenziando al contempo le tecniche di design creativo.

Nella parte finale del corso, i partecipanti applicheranno le metodologie di ricerca avanzata acquisite lavorando alla definizione di un business plan per una start-up. Questo corso è rivolto a persone che abbiano una precedente formazione accademica nell’ambito del design di moda, accessori o simili, ovvero comprovata esperienza lavorativa nel settore. Completeranno il corso diventando esperti in grado di lanciare una collezione, stabilire o rinvigorire una start-up o una SME nel settore moda, lusso e creatività.

• Fashion exploration e ricerca creativa
• Intenzioni, sviluppo ed identità del design
• Design, gestione e pianificazione di una collezione
• Contemporary marketing ed e-commerce
• Product development management
• Fashion marketing management
• Budget d’acquisto e range planning
• Comunicazione, gestione del tempo, leadership
• Metodi di ricerca professionale

Course teaching methods are mainly based around formal lectures, workshops, seminars and self-directed study and within this structure a range of approaches to learning and teaching is employed as appropriate to the situation. Industry experienced specialists and visiting specialist Lecturers (industry professionals) make valuable contributions and facilitate important links to professional practice.
Self-Directed Study > plays a major role in this programme, where students are expected to spend time researching and analysing subject matter independently to support and substantiate taught material.
Formal Lectures > form an integral part of the programme and with formal delivery of key information to the whole cohort. At this level it is expected that students will use the lectures as a stimulus for further study/reading.
Seminars > are used to build on themes taken from the lecture programme. Students are encouraged to make an active contribution by sharing in the argument and debate.
Visiting Lecturers > are invited to deliver specialist lectures to enhance the delivery of the units.
Individual Tutorials > are used when individual student work is being discussed or the guidance required is specific to one particular student. It is especially important in the dissertation phase and may be face to face, over the telephone, via e-mail or Skype.
Small Group Tutorials > enable students to discuss and plan their work in greater detail than is possible with larger groups. It encourages quieter students to develop their interpersonal and communication skills and helps consolidate leadership skills in others.
Video Presentations > are used to give a more in-depth understanding of a specific issue.
Case Studies > are used for detailed discussion of real-life situations.
Demonstrations > are normally of a technical nature and are necessary in certain subject areas.
Studio / Workshop / Laboratory / Practical Sessions > may be used to enable the creative and practical skill development of the student in an environment which simulates that of industry.
Group and Team Work > requires students to operate as a member of a group or team and they usually have clearly identified roles. The emphasis is on collective responsibility, individual responsibility to the group and joint decision-making.
Study Trips > give students the opportunity to go outside the institute’s environment to enhance their understanding of specific subject material. If assessment is dependent on information collected whilst undertaking the study trip, the trip would be considered mandatory. The cost of study trips can be either the responsibility of the student or on occasion included in the annual study fee. If the visit is within the city students pay for public transport. This will be outlined at the beginning of any unit where such a trip is foreseen.

Assessment:
the assessment strategy for the programme has been designed to incorporate a variety of assessment methods to enable all students to demonstrate their learning in a fair and comprehensive manner.
Assessment Methods
Formative assessment is used as an interim review of student work undertaken at key points during particular units. It provides an indicative measure of progress, allows students to consider their work in relation to that of their peers, allowing students to agree with staff any adjustments that are necessary to make in order to satisfy course requirements. It is designed to help improve student performance. It does not contribute to the final unit mark. Formative assessment always makes reference to the learning outcomes and or assessment criteria of that unit.
Summative Assessment > provides an evaluation of student progress and learning during an entire unit, generates a unit mark, constructive feedback and confirms the conditions for referral and retake.
Peer and Self-assessment > requires students to assess their own work and that of fellow students. It encourages:
• a sense of ownership of the process of assessment;
• assists the student to become an autonomous learner;
• helps to develop a range of transferable skills;
• makes assessment part of the learning process rather than an adjunct to it.
Portfolio Assessment > is used to assess a variety of projects that have been developed throughout the unit.
Practical and Class Based Projects > allow the students to demonstrate their understanding of a specific subject area and application of practical areas of the programme.
Written Reports > are required in some study areas, where a clear and structured brief is provided and the students are asked submit work to be marked independently and anonymously by staff.
Formal Examinations > will be used in some subjects to permit students to demonstrate their understanding of a subject within a constrained timeframe.
Presentations > are used in some subjects to allow the student to develop their professional communication, presentation skills and to argue critical reflection and interpret findings.

Programme Specific Assessment Criteria
Assessment Grade Descriptors for Master Courses
Fail 0-44 The student will not have demonstrated proficiency in intellectual thought. The learning outcomes of the unit will not have been achieved. The content will be descriptive rather than analytical.
Marginal Fail 45-49 The student will have demonstrated a basic proficiency in intellectual understanding in most but not all elements. Some of the learning outcomes of the unit will have been achieved at threshold level. The content will be descriptive rather than analytical.
Pass 50-59 The student will have demonstrated evidence of critical thinking. All the learning outcomes of the unit will have been competently achieved. There will be some substantive and developed evidence of understanding.
Merit 60-69 The student will have demonstrated intellectual thought that includes critical thinking, analysis and the ability to draw conclusions and make recommendations.
All the learning outcomes of the unit will have been achieved at a good level.
Distinction 70-100 The student will have achieved all the learning outcomes of the unit at an excellent
or outstanding level showing clarity of understanding, analysis and evaluation.

8. Course Specific Admission Requirements
Admission is based on the reasonable expectation that the student will be able to fulfil the objectives of the programme and achieve the standard required for the award.
Admission requirements are listed below.
Candidates must have a sufficient command of the English or the chosen language of the course to be able to meet the requirements of the programme in every respect.
When considering the suitability of an applicant for a place on the programme the Admissions team will usually take the following
factors into account:
• three years degree or equivalent;
• the applicant’s qualifications;
• the information given in supporting academic references;
• the applicant’s personal statement;
• a portfolio of work (if appropriate to the subject).
The Admissions Manager coordinates and supports the subject specific Programme Leader and the Director of Education in dealing with interviews and portfolio assessments (where appropriate).
(Admission requirements are subject to change in order to comply with entry requirement regulations).

• Product manager
• Art director/consulente creativo
• Brand manager/marketing manager
• Startupper/imprenditore
• Strategic planner
• Event/PR & communication manager

Design Intentions
Fashion Exploration
Fashion Design, Development & Identity
Research Methods