-LECTURE- Fashion Communication- Module 3

Fashion Communication- Module 3

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 through problem solving through typography, photography and illustration 

Advertising relates to a specific product, event or brand in a graphic design context 

-Promotional materials; posters, invites, social media posts, etc

-Branding

-Advertising campaigns; Billboards 

-Emailers

-Editorial design; look books, magazines 

-Social media posts

-Websites

-Videography 

Considerations 

-Brand and aesthetic 

-Target Audience

-Tone, colour, layout 

-Product/s to be advertised 

-Concept and narrative

-Technical skills

-Visual Merchandising and Retail Space-

These relate to the use and manipulation of attractive sales displays and retail floor plans/ spaces to engage customers and boost sales activity 

-In store experience; Clothing, products, interaction 

-Existing retail space

-Architecture

-Pop up stores

-Window displays and extra 

Considerations 

-Brand and aesthetic 

-Target Audience 

-Budget and time frame

-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 photographers or creative directors to create thoughtful, provoking images

Styling is all about becoming a master composer of light, texture, symphony, colour and space.

-All the elements that comprise a good image

-Eccomerce shots

-Magazine editorials

-Advertising campaigns 

-Events 

-Test shoots 

-Street style/ photography 

Considerations 

-Brand and aesthetic

-Budget and time frame 

-Purpose; product/ range/ offer or promotion 

-Final output; magazine, eccomerce or social 

-Garment and accessory selection 

-MUAH

-Photoshoot location

-Events, Exhibitions and Catwalk Shows-

These usually consist of curated products, garment, artworks or photography working to a set concept brief or business aim

Catwalk shows curate current or upcoming seasonal garment reflecting brand identity 

-In store/ pop up events 

-In store exhibitions 

-Gallery exhibition 

-Press event 

-Catwalk shows 

Considerations 

-Brand and aesthetic

-Target audience

-Budget and time frame 

-Purpose of the event 

-Available space 

Garment / image curation