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Fashion Marketing & Communications
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Fashion is the most complete expression of society, and understanding its complexity is paramount for its marketing. This master course perfectly integrates the three words contained in its title, Fashion, Marketing and Communications into the teaching areas. Above and below the line, conventional or unconventional, online or offline, using images, numbers or words; the overall purpose is to uniquely convey messages that are clear and effective. The course is completed with two experiential moments; a visit to Pitti Uomo and Milan Fashion Week, and internship opportunities. Lessons take place from January to October or June to February and amount to a total of contact hours. There is the possibility of completing the course with an internship in a fashion company, leading to the overall obtainment of 80 credits.
The present thesis is written as a current paper in the field of brand communication for fashion businesses. The chosen topic is focusing on the strategies that brands need to implement to reach their customers. For a successful continuance of a brand, modifications to new conditions are required. The thesis is a result of the following identified changes and challenges in the business environment and in customer habits. The time when brands only needed to serve mass markets is over.