London New York: Fashion Communication And Promotion
New York 26 June - 30 June 2017
London 3 July - 7 July 2017
(Travel days: 1 - 2 July) / Course Fee £1950
If you would like to be notified when this course is open for booking, please complete the registration form.
Please note that teaching in London is delivered by CSM short course tutors, and teaching in other cities is delivered by our partner institutions.
Taught by:Jessica Hannan, Tom Handley
Whether you have a fashion label, are thinking of starting one, or just want an exclusive view into how the fashion industry communicates and promotes brands, this is the course for you. This 10-day intensive will give you an insight into selling online, as well as a grounding in traditional communication tools.
Expect lectures on brand identity, content marketing, innovative digital strategies and creative PR. Working in groups, and on a solo project, you will produce a PR and marketing plan. Drawing on what you learn in daily lectures, you will write a press release, a biography, put together a lookbook, and launch events and digital plans certain to get your brand noticed in an industry that constantly moving.
Brand directors from emerging London-based companies, along with marketing and PR account managers for major High Street and designer brands will visit the class, presenting case studies from first-hand experience .
To contextualize your learning, a lecture will be given on The British Fashion Press in the 20th and 21st century.
You will leave this course with a clear idea of what makes a successful fashion brand and the different careers available in this dynamic industry.
NYC is often considered as the city that leads the world in media, fashion and technology. Come here and decide for yourself! During your five days studying here, you will meet with industry professionals, innovators and thought leaders exploring how the industry operates at the intersection of fashion public relations, social media and digital influencers.
In NYC you will explore the intersection of promotion and communication in the fashion industry, studying fashion labels, products and services. With a unique focus on the ever revolving relationships between fashion brands and bloggers, this course will explore key promotional strategies and their impact on new business models. Meeting the instant demand and evolving culture of communication technology, you will learn how social media and public relations blur the lines of traditional media roles.
- Provide a general overview of the NYC fashion industry by studying brands, products and services
- Engage a stronger, unique understanding of fashion social media & public relations
- Understand key strategies retailers and designers take in selling online, from merchandising, distribution, marketing and its supporting technologies
- Explore web-based publications and new business models and how their immediate global reach affects business
- Experience how the changing face of retail is meeting the instant demand and evolving culture of communication technology
- Gain first-hand knowledge of the relationship between the creative processes and the media that promote them
Jessica Hannan is a freelance editor and brand consultant, studied Fashion Communication and Promotion BA (hons) at Central Saint Martins, graduating in 2009. Whilst studying, she assisted Tamsin Blanchard, Style Director of The Saturday Telegraph Magazine on her ethical fashion book Green Is The New Black, and was shortlisted for the Vogue Young Writers Competition in 2008. After graduating, she wrote fashion and lifestyle features for the The Saturday Telegraph, Stella Magazine and The Independent. Finding her niche in branded publishing, having worked for The British Fashion Council's London Fashion Week's The Daily, and a newspaper for Topshop, she took a newly created role at NET-A-PORTER, as Marketing Editor, straddling the magazine and marketing department. Her passion lies in creative marketing, whether that's through PR, events, branded-content, and enlists a dynamic host of visiting speakers from her creative network to support her teaching.
Tom Handley is an Educator, Mentor, Connector, Social Media Strategist, Publicist and Marketer. His industry credits read like an issue of Vogue or GQ, with key positions at companies ranging from Polo/Ralph Lauren to Badgley Mischka, and currently sits on the advisory boards of several few key fashion houses. Tom pairs his academic tenure at Parsons The New School for Design, his 20+ years in the fashion industry with his focus for developing and mentoring the next generation of the fashion marketers and publicists. He consults with 5 New York based public relations firms, having developed their critical Summer Intern Programs. An early adopter to social media, Tom consults for artists, interior designers, digital media companies and women’s and menswear designers. Nothing makes @PRProfessor more elated, than to empower.
Please bring with you to the first session, New York:
A Digital Camera, iPhone / iPad (or equivalent)
Please bring with you to the first session, London:
- A memory stick Digital camera and a lead to get media off it (a camera on a smart phone will be also suitable)
- Paper map of London (like an A to Z).