Fashion Communication & Strategic Planning Course: Lesson 01

FASHION COMMUNICATION
Lesson 1

2013
POLIMODA

03/09/13

Daniela Ghidoli

|

Fashion Communication 2013

1

Objectives of the Course
1. STRATEGY: To identify fashion marketing strategies from
initial concept to a final proposal
2. MARKET RESEARCH: To demonstrate a confident analytical
approach to assimilation and evaluation of research
material
3. PLANNING: To develop integrated communication plans,
media and creative
4. BRIEFING: To work from an externally-set brief or
formulate a brief to reflect a simulated business
solution
5. PRESENTATION: communicate effectively and with authority
in writing and orally during a pitch or a presentation

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2

Agenda

 What is Strategic
Planning?
 What is
Communication?

POLIMODA | Fashion Communication 2013
03/09/13

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“Strategic Planning is the process of
deciding on the objectives of the
organization, on changes in these
objectives, on the resources used to
attain these objectives, and on the
policies that are to govern the
acquisition, use, and disposition of
these resources.”
Robert Anthony
Planning and Control
(Harvard Business School, 1965)

CEO
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Definition
4

“Strategic planning is a tool for
organizing the present on the basis of
the projections of the desired future.
That is, a strategic plan is a road
map to lead an organization from where
it is now to where it would like to be
in five or ten years..”
Wikipedia

Manager
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“Dear Planner,
you have the creativity to make big, bold
intuitive leaps. You have the numeracy to
make a business case for what you're
doing. And you have the chutzpah and charm
to sell it to a nervous client who has
just survived three years of restructuring
and has been given an absurd stretch goal
by her billionaire CEO.”
senseworldwide.posterous.com

Creative
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Michael Porter in “On Competition” (Harvard
Business School Publishing, Boston, MA, 2008)

STRATEGIC PLANNING IS
LEARNING TO BE DIFFERENT.
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1. Have an holistic view

Communication
Marketing

Creative

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Media


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2. Simplify
PROBLEM:
What is the gap
between the actual
situation and the
ideal?

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1.
2.
3.
4.
5.
6.
7.

Draw the ideal
See the actual
Believe it is possible
Think how to close the gap
Plan
Act
Monitoring


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3. Knowing the Professional Roles
IN A COMPANY

IN AN AGENCY

Usually the Strategic Planner in
a Company is not a concrete job
profile, but a role covered by
someone inside or outside the
Company (consultant).
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The Strategic Planning is an
Agency Division. The Strategic
Planners work with the Creative
Team, the Account Team and the
Production Team.


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4. No sacred cows

There is NOTHING immune
from criticism.
Everything's on the
table.

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5. Have models and format
Everyone has to
create their own
personal models
BUT
It’s better to
start by using the
most common ones.

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What is Communication?
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What is the difference?
Daniela
Female, white, 26-35 years old, high education,
city(more than one million inhabitants),
middle-income, one credit card, average
spending capacity, high cultural consumption,
own car, 3 trips/year, buy online, never
married, no children

Degree in communications and PhD in Semiotics, she
does not like to write, she spends hours on the
iPhone, she prefers paper books, she works on brand
positioning & strategic valuation, using the
semiotic square,she likes sailing, she knows
Synoptic, Blogmeter, radiant6, lexicon, Google
trends, she has done a course in graphic design for
the Internet, she was media planner, call rarely,
she loves cats, she writes hundreds of emails every
day, she loves dancing

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What are the differences?

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A sign is…
A SIGN is a dyad:
SIGNIFIER + SIGNIFIED

SIGNIFIER

A SIGNIFIER is:
the thoroughly material
aspect of a sign

SIGNIFIED

A SIGNIFIED is:
a mental concept.

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Material Aspect VS Mental Concept
Magritte and Surrealism.

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Codes through Shifters


Making signification consists of build complex and
overlapping structures:

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Jakobson

Conventional

Relationship:

the sign signifies by virtue of
its difference from other
signs.

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Communiation Models: Roman Jakobson


How does the Communication work?

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Emotive Function (Addresser)
The emotive function dominates in
a communication when there is a
focus on the ADDRESSER/SENDER
e.g.
«I’m very happy with my new
shoes.»
Which express an addresser’s
dismay and are primarily selfserving.

On blogs
Regular Codes





First person
Self projection
monologue
POV shot or a subjective
camera

Typical topics



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To talk about himself
To talk about own emotions/
feeling
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Vogue Italia
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On stage
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Conative Function (Addressee)
The conative function dominates in
a communication when there is a
focus on the ADDRESSEE/RECEIVER

On advertising

e.g.
«Stop!»
«Are you ready to go?»
«Touch me…»

Regular Codes

It is also called persuasive, the
focus is to achieve an action or a
mentality change.





Typical topics




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Imperative
Second person
Questions

prayers, exhortations
orders or advices
seduction

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Look at me…
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Phatic Function (Contact)
The phatic function dominates when
there is emphasis on the CONTACT, in
order to establish or maintain
communication
On survey/email/radio

e.g.
«Lend me your ears!»
«Are you listening?»
«Do you know what I mean?»
It’s about the channel, about its
functionality (e.g. trying the
phone).
«It’s not important what you say,
but the fact that you say something»

Regular Codes



Typical topics




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Common phrases about
listening/speaking
Use of exhortative
proxemics

Call to action
Irony
Frequency

26

Metalinguistic Function (Code)
The metalinguistic function
dominates when there is emphasis
on the CODE
e.g.
«Do you know what I mean?»
«Do you speak English?»
«Once upon a time…»
It establishes and refers to a
code of fiction and a conditional
probability that what is said is
not true nor false.

Dialogue/Narrative

Regular Codes



Working around typical
topics and themes




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Questions
Ambiguity

fairy tales
Interlinguistic situation
Misunderstanding situation

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Poetic Function (Message)
The poetic function dominates when
there is a focus on the MESSAGE
e.g.
The campaign slogan
«I like Ike».

Ads/Creative Concept

It focuses attention on the noise
of words, the choice of words and
sentence structure. Its goal is to
communicate its shape, arouse
emotions or thoughts through the
musicality of words.

Regular Codes





Addition: repetition/
expansion/ superabundance
Omission: subtraction/
abridgment/ lack
Transposition: transferring
Permutation: switching/
interchange/ substitution/
transmutation

Typical topics and themes

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Quote (politics/arts/…)
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Where is the line?
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Referential Function (Context)
The referential function dominates
when there is emphasis on the
CONTEXT
e.g.
«The autumn leaves have all fallen
now.»

Everywhere
Regular Codes

It describes a situation, object
or mentale state.




Deixis: here, there, now,
tomorrow, this, that, own,
your, …
Simple Past (English)

Typical topics and themes




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Past
Present
Object which denotative an
historical period
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What’s Next?
Every time you work in a Communication Strategy, remember:

1.

To select the correct style in order to say
what you want: it is not a simple selection of
words and images

2.

That we have to break up the Communication in
order to construct the correct Communication

3.

That

4.
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Overlapping

is the way

That communication is not about writing a message,
but creating

Signification

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1. TRANSFERRING A VALUE
2. TELLING A STORY
3. REPRESENTING YOU AND YOUR RECEIVER
4. SELECTING THE CODES

COMMUNICATION IS BUILDING
SENSE
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Thanks, DG.
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Fashion Communication & Strategic Planning Course: Lesson 01

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