Lecture-Fashion Communication

Fashion Communication Lecture

Fashion Communication

Focuses on understanding how fashion can be communicated and promoted creatively through different visual media:

·      - Graphic design and advertising

·       -Visual merchandising and retail space

·       -Styling and photography

·       -Events and exhibitions

·       -Catwalk shows

Graphic design and advertising

Graphic design is the process of visual communication, problem solving through the use of typography, photography and illustration. Advertising relates to a specific product, event or brand, predominantly in graphic design content.

Graphic design and advertising:

·       -Promotional materials: posters, invites…

·       -Branding

·       -Advertising campaigns; billboards…

·       -Emailers

·       -Editorial design; look books, magazines

·       -Social media posts

·       -Websites

·       -Videography

Graphic design and advertising- Considerations

·       -Brand and aesthetic

·       -Target audience

·       -Tone, colour, layout design

·       -Products/ to be advertised

·       -Concept and narrative

·       -Technical skills

Visual merchandising and retail space

The use and manipulation of attractive sales and displays and retail floor plans/spaces to engage customers and boost sales activity.

Visual merchandising and retail space:

·       -In store experience, clothing, products, interaction…

·       -Existing retail space

·       -Architecture

·       -Pop up stores

·       -Window displays and exteriors

 -VM and retail space- considerations:

·       -Brand aesthetic

·       -Target audience

·       -Budget and time frame

·       -Available space and existing space

·       -Purpose; product/range/offer or promotion

·       -Customer journey and in store experience

Styling and photography

A stylist is someone who works closely with a photographer or creative director to create thoughtful, provoking images. Styling is about becoming a master composer of light, texture, symphony, colour, space- all the elements that comprise a good image.

·       Styling and photography:

·       -Ecommerce shots

·       -Magazine editorials

·       -Advertising campaigns

·       -Events

·       -Test shoots

·       -Street style/photography

Styling and photography- considerations

·      - Brand and aesthetic

·       - target audience

·       -Budget and time frames

·       -Purpose; product/range/offer or promotion

·       -Final output; magazine, ecommerce, social…

·       -Garment and accessory selection

·       - MUAH (makeup and hair)

·       -Photoshoot location

Events, exhibitions and catwalk shows

Events and exhibitions usually consist of curated garments, products, artwork or photography, working to set a concept, brief or business aim. Catwalk shows curate current or upcoming seasonal garments, reflecting the brand identity.

Events and exhibitions

·      - Instore/pop up events

·       -In store exhibition

·       -Gallery exhibition

·       -Press event

·       -Catwalk shows

Events, exhibitions and catwalk shows-considerations

·       -Brand and aesthetic

·       -Target audience

·       -Budget and time frame

·       -Purpose of the event

·       -Available space

·       -Garment/image curation