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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
MSc in Fashion Management1S2English
Professeur(s) responsable(s)M.MARCHEVA
Intervenant(s)Marta MARCHEVA

Objectifs du cours

All fashion brands clearly identify the importance of creative communications in the development of an image and lifestyle enabling them to reach all their audiences - retail customers, wholesale buyers, media. The course will engage in a critical analysis of fashion companies' communication strategy based on readings from the industry and selected case studies. One goal of the course is to determine how fashion customers, communication professionals and the media navigate and negotiate their interests within a framework of a powerful, dynamic, and omnipresent brand culture in the context of both social and enviromental global issues.
The course offers a special focus on the identification and storytelling of key brand and product stories and the creation of innovative launches and events helping fashion companies to engage with their target customers. Students will learn how to produce impactful sponsorship and partnership strategies and how to activate, maintain and support a successful communication campaign to generate maximum exposure for fashion brands across all platforms.

Contenu du cours

1. Introduction to fashion communication
• Message production and processing; Specificities of communication identity for fashion brands; Communication of susitainability for fashion companies
2. Media strategies for fashion companies
• Media objectives and planning; Decoding fashion magazines; New media alternatives
3. Fashion advertising
• Categories of advertising objectives; Creative strategy development; Provocative advertising
4. PR in the fashion industry
• Tools for effective written and spoken fashion communication; Public opinion and opinion leaders; Practices of newsgathering and newswriting; Fashion blogs
5. Innovative launches and events
• Fashion events: from product launching to fashion week; From concept design and planning to implementation; Strategic communication in fashion event management
6. The last class is dedicated to the group project

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class16,00  
Independent work
Reference manual 's readings5,00  
Independent study
Group Project10,00  
Individual Project5,00  
Estimated personal workload10,00  
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

  • Presentation
  • Project work
  • Interactive class
  • Case study


Assessment is based on active individual participation, on individual assignments such as a press release writing as well as on a group campaign planning project.

Type de ContrôleDuréeNombrePondération
Continuous assessment
Individual Project2,00130,00
TOTAL     100,00


  • Cope, J., & Malooney, D. (2016). Fashion Promotion in Practice. Fairchild Books -

  • Hines, T., & Bruce, M. (2007). Fashion marketing. Routledge -

  • Moore, G. (2012).Basics fashion management 02: Fashion Promotion. AVA Publishing -

  • Joy, A., Sherry Jr, J. F., Venkatesh, A., Wang, J., & Chan, R. (2012). Fast fashion, sustainability, and the ethical appeal of luxury brands. Fashion Theory, 16(3), 273-295. -

  • Phillips, B. J., & McQuarrie, E. F. (2010). Narrative and persuasion in fashion advertising. Journal of Consumer Research, 37(3), 368-392. -

* Informations non contractuelles et pouvant être soumises à modification
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