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FASHION COMMUNICATION
Lesson 1

2013
POLIMODA

03/09/13

Daniela Ghidoli

|

Fashion Communication 2013

1
Objectives of the Course
1. STRATEGY: To identify fashion marketing strategies from
initial concept to a final proposal
2....
Agenda

 What is Strategic
Planning?
 What is
Communication?

POLIMODA | Fashion Communication 2013
03/09/13

3
“Strategic Planning is the process of
deciding on the objectives of the
organization, on changes in these
objectives, on t...
“Strategic planning is a tool for
organizing the present on the basis of
the projections of the desired future.
That is, a...
“Dear Planner,
you have the creativity to make big, bold
intuitive leaps. You have the numeracy to
make a business case fo...
Michael Porter in “On Competition” (Harvard
Business School Publishing, Boston, MA, 2008)

STRATEGIC PLANNING IS
LEARNING ...
1. Have an holistic view

Communication
Marketing

Creative

03/09/13

Media

Fashion Communication 2013

8
2. Simplify
PROBLEM:
What is the gap
between the actual
situation and the
ideal?

03/09/13

1.
2.
3.
4.
5.
6.
7.

Draw the...
3. Knowing the Professional Roles
IN A COMPANY

IN AN AGENCY

Usually the Strategic Planner in
a Company is not a concrete...
4. No sacred cows

There is NOTHING immune
from criticism.
Everything's on the
table.

03/09/13

Fashion Communication 201...
5. Have models and format
Everyone has to
create their own
personal models
BUT
It’s better to
start by using the
most comm...
What is Communication?
03/09/13

Fashion Communication 2013

13
What is the difference?
Daniela
Female, white, 26-35 years old, high education,
city(more than one million inhabitants),
m...
What are the differences?

03/09/13

Fashion Communication 2013

15
A sign is…
A SIGN is a dyad:
SIGNIFIER + SIGNIFIED

SIGNIFIER

A SIGNIFIER is:
the thoroughly material
aspect of a sign

S...
Material Aspect VS Mental Concept
Magritte and Surrealism.

03/09/13

Fashion Communication 2013

17
Codes through Shifters


Making signification consists of build complex and
overlapping structures:

03/09/13

Fashion Co...
Jakobson

Conventional

Relationship:

the sign signifies by virtue of
its difference from other
signs.

03/09/13

Fashion...
Communiation Models: Roman Jakobson


How does the Communication work?

03/09/13

Fashion Communication 2013

20
Emotive Function (Addresser)
The emotive function dominates in
a communication when there is a
focus on the ADDRESSER/SEND...
Vogue Italia
03/09/13

Fashion Communication 2013

22
On stage
03/09/13

Fashion Communication 2013

23
Conative Function (Addressee)
The conative function dominates in
a communication when there is a
focus on the ADDRESSEE/RE...
Look at me…
03/09/13

Fashion Communication 2013

25
Phatic Function (Contact)
The phatic function dominates when
there is emphasis on the CONTACT, in
order to establish or ma...
Metalinguistic Function (Code)
The metalinguistic function
dominates when there is emphasis
on the CODE
e.g.
«Do you know ...
Poetic Function (Message)
The poetic function dominates when
there is a focus on the MESSAGE
e.g.
The campaign slogan
«I l...
Where is the line?
03/09/13

Fashion Communication 2013

29
Referential Function (Context)
The referential function dominates
when there is emphasis on the
CONTEXT
e.g.
«The autumn l...
03/09/13

Fashion Communication 2013

31
What’s Next?
Every time you work in a Communication Strategy, remember:

1.

To select the correct style in order to say
w...
1. TRANSFERRING A VALUE
2. TELLING A STORY
3. REPRESENTING YOU AND YOUR RECEIVER
4. SELECTING THE CODES

COMMUNICATION IS ...
Thanks, DG.
03/09/13

Fashion Communication 2013

34
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Fashion Communication & Strategic Planning Course: Lesson 01

The course covers the strategic planning tools for developing integrated communication plans, media and creative, able to support product launches and/or brand development.

LESSON 1: The real life of a Strategic Planner
LESSON 2: How to launch a new magazine
LESSON 3: Focus on analysis: Brand, products & communication analysis
LESSON 4: Competitor Analysis
LESSON 5: The Traditional Media Landscape
LESSON 6: Media Selection
LESSON 7: How to brief a Strategy
LESSON 8: How to structure a Magazine Concept
LESSON 9: The Concept presentation
LESSON 10: How plan the discovery phase to develop the best concept
LESSON 11: Test
LESSON 12: The Digital Landscape
LESSON 13: The launch of a brand in the digital landscape
LESSON 14: Who is the target?
LESSON 15: Creative & UX Designer approaches
LESSON 16: Naming
LESSON 17: Build an app, web or mobile?
LESSON 18: UX Strategy
LESSON 19: Digital Media Strategy
LESSON 20: Media Planning
LESSON 21: Test
LESSON 22: The Events Jungle
LESSON 23: Audit for a Brand Event
LESSON 24: CRM strategy
LESSON 25: Building Emotion
LESSON 26: The Conversational Map
LESSON 27: The Audience Journey
LESSON 28: Simulation: the Agency Team is working
LESSON 29: Manage the risks: what is the ROI
LESSON 30: Final test

Fashion Communication & Strategic Planning Course: Lesson 01

  1. 1. FASHION COMMUNICATION Lesson 1 2013 POLIMODA 03/09/13 Daniela Ghidoli | Fashion Communication 2013 1
  2. 2. Objectives of the Course 1. STRATEGY: To identify fashion marketing strategies from initial concept to a final proposal 2. MARKET RESEARCH: To demonstrate a confident analytical approach to assimilation and evaluation of research material 3. PLANNING: To develop integrated communication plans, media and creative 4. BRIEFING: To work from an externally-set brief or formulate a brief to reflect a simulated business solution 5. PRESENTATION: communicate effectively and with authority in writing and orally during a pitch or a presentation 03/09/13 Fashion Communication 2013 2
  3. 3. Agenda  What is Strategic Planning?  What is Communication? POLIMODA | Fashion Communication 2013 03/09/13 3
  4. 4. “Strategic Planning is the process of deciding on the objectives of the organization, on changes in these objectives, on the resources used to attain these objectives, and on the policies that are to govern the acquisition, use, and disposition of these resources.” Robert Anthony Planning and Control (Harvard Business School, 1965) CEO 03/09/13 Fashion Communication 2013 Definition 4
  5. 5. “Strategic planning is a tool for organizing the present on the basis of the projections of the desired future. That is, a strategic plan is a road map to lead an organization from where it is now to where it would like to be in five or ten years..” Wikipedia Manager 03/09/13 Fashion Communication 2013 5
  6. 6. “Dear Planner, you have the creativity to make big, bold intuitive leaps. You have the numeracy to make a business case for what you're doing. And you have the chutzpah and charm to sell it to a nervous client who has just survived three years of restructuring and has been given an absurd stretch goal by her billionaire CEO.” senseworldwide.posterous.com Creative 03/09/13 Fashion Communication 2013 6
  7. 7. Michael Porter in “On Competition” (Harvard Business School Publishing, Boston, MA, 2008) STRATEGIC PLANNING IS LEARNING TO BE DIFFERENT. 03/09/13 Fashion Communication 2013 7
  8. 8. 1. Have an holistic view Communication Marketing Creative 03/09/13 Media Fashion Communication 2013 8
  9. 9. 2. Simplify PROBLEM: What is the gap between the actual situation and the ideal? 03/09/13 1. 2. 3. 4. 5. 6. 7. Draw the ideal See the actual Believe it is possible Think how to close the gap Plan Act Monitoring Fashion Communication 2013 9
  10. 10. 3. Knowing the Professional Roles IN A COMPANY IN AN AGENCY Usually the Strategic Planner in a Company is not a concrete job profile, but a role covered by someone inside or outside the Company (consultant). 03/09/13 The Strategic Planning is an Agency Division. The Strategic Planners work with the Creative Team, the Account Team and the Production Team. Fashion Communication 2013 10
  11. 11. 4. No sacred cows There is NOTHING immune from criticism. Everything's on the table. 03/09/13 Fashion Communication 2013 11
  12. 12. 5. Have models and format Everyone has to create their own personal models BUT It’s better to start by using the most common ones. 03/09/13 Fashion Communication 2013 12
  13. 13. What is Communication? 03/09/13 Fashion Communication 2013 13
  14. 14. What is the difference? Daniela Female, white, 26-35 years old, high education, city(more than one million inhabitants), middle-income, one credit card, average spending capacity, high cultural consumption, own car, 3 trips/year, buy online, never married, no children Degree in communications and PhD in Semiotics, she does not like to write, she spends hours on the iPhone, she prefers paper books, she works on brand positioning & strategic valuation, using the semiotic square,she likes sailing, she knows Synoptic, Blogmeter, radiant6, lexicon, Google trends, she has done a course in graphic design for the Internet, she was media planner, call rarely, she loves cats, she writes hundreds of emails every day, she loves dancing 03/09/13 Fashion Communication 2013 14
  15. 15. What are the differences? 03/09/13 Fashion Communication 2013 15
  16. 16. A sign is… A SIGN is a dyad: SIGNIFIER + SIGNIFIED SIGNIFIER A SIGNIFIER is: the thoroughly material aspect of a sign SIGNIFIED A SIGNIFIED is: a mental concept. 03/09/13 Fashion Communication 2013 16
  17. 17. Material Aspect VS Mental Concept Magritte and Surrealism. 03/09/13 Fashion Communication 2013 17
  18. 18. Codes through Shifters  Making signification consists of build complex and overlapping structures: 03/09/13 Fashion Communication 2013 18
  19. 19. Jakobson Conventional Relationship: the sign signifies by virtue of its difference from other signs. 03/09/13 Fashion Communication 2013 19
  20. 20. Communiation Models: Roman Jakobson  How does the Communication work? 03/09/13 Fashion Communication 2013 20
  21. 21. Emotive Function (Addresser) The emotive function dominates in a communication when there is a focus on the ADDRESSER/SENDER e.g. «I’m very happy with my new shoes.» Which express an addresser’s dismay and are primarily selfserving. On blogs Regular Codes     First person Self projection monologue POV shot or a subjective camera Typical topics   03/09/13 Fashion Communication 2013 To talk about himself To talk about own emotions/ feeling 21
  22. 22. Vogue Italia 03/09/13 Fashion Communication 2013 22
  23. 23. On stage 03/09/13 Fashion Communication 2013 23
  24. 24. Conative Function (Addressee) The conative function dominates in a communication when there is a focus on the ADDRESSEE/RECEIVER On advertising e.g. «Stop!» «Are you ready to go?» «Touch me…» Regular Codes It is also called persuasive, the focus is to achieve an action or a mentality change.    Typical topics    03/09/13 Fashion Communication 2013 Imperative Second person Questions prayers, exhortations orders or advices seduction 24
  25. 25. Look at me… 03/09/13 Fashion Communication 2013 25
  26. 26. Phatic Function (Contact) The phatic function dominates when there is emphasis on the CONTACT, in order to establish or maintain communication On survey/email/radio e.g. «Lend me your ears!» «Are you listening?» «Do you know what I mean?» It’s about the channel, about its functionality (e.g. trying the phone). «It’s not important what you say, but the fact that you say something» Regular Codes   Typical topics    03/09/13 Fashion Communication 2013 Common phrases about listening/speaking Use of exhortative proxemics Call to action Irony Frequency 26
  27. 27. Metalinguistic Function (Code) The metalinguistic function dominates when there is emphasis on the CODE e.g. «Do you know what I mean?» «Do you speak English?» «Once upon a time…» It establishes and refers to a code of fiction and a conditional probability that what is said is not true nor false. Dialogue/Narrative Regular Codes   Working around typical topics and themes    03/09/13 Fashion Communication 2013 Questions Ambiguity fairy tales Interlinguistic situation Misunderstanding situation 27
  28. 28. Poetic Function (Message) The poetic function dominates when there is a focus on the MESSAGE e.g. The campaign slogan «I like Ike». Ads/Creative Concept It focuses attention on the noise of words, the choice of words and sentence structure. Its goal is to communicate its shape, arouse emotions or thoughts through the musicality of words. Regular Codes     Addition: repetition/ expansion/ superabundance Omission: subtraction/ abridgment/ lack Transposition: transferring Permutation: switching/ interchange/ substitution/ transmutation Typical topics and themes  03/09/13 Fashion Communication 2013 Quote (politics/arts/…) 28
  29. 29. Where is the line? 03/09/13 Fashion Communication 2013 29
  30. 30. Referential Function (Context) The referential function dominates when there is emphasis on the CONTEXT e.g. «The autumn leaves have all fallen now.» Everywhere Regular Codes It describes a situation, object or mentale state.   Deixis: here, there, now, tomorrow, this, that, own, your, … Simple Past (English) Typical topics and themes    03/09/13 Fashion Communication 2013 Past Present Object which denotative an historical period 30
  31. 31. 03/09/13 Fashion Communication 2013 31
  32. 32. What’s Next? Every time you work in a Communication Strategy, remember: 1. To select the correct style in order to say what you want: it is not a simple selection of words and images 2. That we have to break up the Communication in order to construct the correct Communication 3. That 4. 03/09/13 Overlapping is the way That communication is not about writing a message, but creating Signification Fashion Communication 2013 32
  33. 33. 1. TRANSFERRING A VALUE 2. TELLING A STORY 3. REPRESENTING YOU AND YOUR RECEIVER 4. SELECTING THE CODES COMMUNICATION IS BUILDING SENSE 03/09/13 Fashion Communication 2013 33
  34. 34. Thanks, DG. 03/09/13 Fashion Communication 2013 34
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The course covers the strategic planning tools for developing integrated communication plans, media and creative, able to support product launches and/or brand development. LESSON 1: The real life of a Strategic Planner LESSON 2: How to launch a new magazine LESSON 3: Focus on analysis: Brand, products & communication analysis LESSON 4: Competitor Analysis LESSON 5: The Traditional Media Landscape LESSON 6: Media Selection LESSON 7: How to brief a Strategy LESSON 8: How to structure a Magazine Concept LESSON 9: The Concept presentation LESSON 10: How plan the discovery phase to develop the best concept LESSON 11: Test LESSON 12: The Digital Landscape LESSON 13: The launch of a brand in the digital landscape LESSON 14: Who is the target? LESSON 15: Creative & UX Designer approaches LESSON 16: Naming LESSON 17: Build an app, web or mobile? LESSON 18: UX Strategy LESSON 19: Digital Media Strategy LESSON 20: Media Planning LESSON 21: Test LESSON 22: The Events Jungle LESSON 23: Audit for a Brand Event LESSON 24: CRM strategy LESSON 25: Building Emotion LESSON 26: The Conversational Map LESSON 27: The Audience Journey LESSON 28: Simulation: the Agency Team is working LESSON 29: Manage the risks: what is the ROI LESSON 30: Final test

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