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Short course

Fashion Event Experience Short Course

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Elle se souvient de tout, les parfums les couleurs_runway_Alona Nelly Cohen
This short course explores the planning, design, and delivery of fashion event experiences within the contemporary fashion industry.
Next start months
January 2027
March 2027
June 2027
Tutor(s)
Julianne Lavery
Price
From £840.00

Course description

Course overview

During this short course you’ll examine how fashion brands use strategic thinking and creative innovation to engage audiences, communicate brand values, and enhance consumer experiences.

A central focus of this course is brand storytelling and consumer engagement, investigating how brands develop innovative and immersive experiences that resonate with their target audiences. We’ll explore formats such as catwalk shows, brand activations, retail pop-ups, and exclusive industry events; through these examples, you'll consider how experiential events can build emotional connections, strengthen brand identity, and influence consumer behaviour.

Delivered over one week, the course combines lectures, practical workshops, group discussions, and presentations. You’ll work on developing an understanding of branding strategies, event planning processes, and creative design thinking, while strengthening the visual and verbal communication skills essential for presenting ideas within the fashion and creative industries.

The course provides a foundation in the purpose, planning considerations, and creative processes involved in fashion event concept development. The knowledge and skills gained can be applied to both personal creative practice and future professional development within the fashion and creative industries.


Who this course is for

This course is suitable for designers, creatives, managers and entrepreneurs in the creative industries, aiming to enhance their knowledge and understanding of the purpose and practicalities of planning and conceptualising fashion event experiences.

It is also beneficial for current students interested in expanding their studies of the fashion industry and would befit those who are new to the creative sector, who may aspire to work in the fashion event sector.

Please note this course may include a trip or visit off site.

Key information

Topics covered

  • Introduction to fashion event experiences
  • Fashion event formats and case studies
  • Understanding brand identity and brand storytelling
  • Consumer drivers
  • Event purpose and planning
  • Design thinking and concept development
  • Pitching and presenting


Learning outcomes

  • Be able to identify contemporary fashion event formats and experiential strategies
  • Evaluate brand identity, consumer drivers, and event objectives
  • Develop and articulate a creative concept proposal
  • Have worked on planning and designing a fashion event experience
  • Digital badge and certificate of attendance


Materials

  • Laptop, iPad or tablet to work on
  • Notebook and pen for taking notes

Tutor

Julianne Lavery

Julianne Lavery is a Senior Lecturer (Fashion Marketing and Promotion) at Westminster University and freelances in other institutions such as UAL and Marangoni (Styling and Creative Direction). She lectures in Visual merchandising, Display Design, Marketing, Fashion Event Management, Fashion Experiences. Retail Strategies, Strategic Branding and Brand Storytelling.

Julianne graduated at Nottingham Trent University, gaining a degree in Fashion and Textiles. After studying, she started work at the prestigious Conran Shop, whereupon she reached an ‘Aha’ moment observing the display team at work installing windows, realising this was a career she wanted to pursue. Julianne worked as part of the display team at The Conran Shop for five years, progressing to management level whilst gaining invaluable experience in ‘the Art of Display’ and the practicalities of Visual Merchandising. From prop building to styling, planning budgets to project management – the job encapsulated a plethora of skills, marrying business and creativity.

Julianne set up her own business and studio, working with many other creatives and worked on multiple projects from editorial shoots, film – set dressing, designing and implementing display installations, to styling fashion events and private parties for celebrities’, as well as continuing to pursue a freelance in Visual Merchandising and Display Design consultancy. Working with clients, such as The Conran Shop, Bluebird, Anja Hindmarch, Aram, Mudo Concept, Esse, The Sunday Times Magazine, UKTV, Moyses Stevens.

Throughout her career Julianne always trained juniors and gained skills in project management, hence naturally progressed into lecturing, starting her teaching at LCC on the Display Design course to writing and teaching short course at CSM- UAL and working at multiple institutions thereafter.

After working in the industry Julianne was approached by World Skills UK to train young people to compete in a global skills competition, she became Visual Merchandising expert for the UK and then subsequently Deputy (Kazan) and Chief Expert (Shanghai) globally. Skill Visual Merchandising / Team Uk gained three silver and 1 gold medal.

Julianne continues to lecture and speak at industry conferences and events championing not only the importance of the “Art of Display and Storytelling”, but also how Experiential design and strategies are integral to attract, engage and sell to the consumer.

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