Master of Arts in Global Communications: Credit Model

Design Thinking is a process for practical, creative resolution of problems that looks for an improved future result based around the "building up" of ideas. The basic principles of successful design team collaboration and creative process will be analyzed and considered for their applicability to non-design based disciplines and projects for sustainable systems and strategies (environmental, social, and economic). Case studies will be reviewed to better understand how visual methods (design, film, digital media, art) address social and cultural aspects of sustainability that change, educate or mobilize communities. Students will actively participate in team-based processes to identify specific community needs and develop future visually-based projects that respond to those needs and encourage sustainable practices. This intensive course module is well-suited to students interested in sustainable-oriented projects and visual culture. This module will be taught by the Director of European Studies for Parson’s /The New School.

This course will investigate the visual themes and stage settings employed to make a retail space the ultimate expression of a brand’s identity. In addition to the analysis of formal visual elements, students will encounter readings in retail anthropology and the psychology of shopping to inform discussions on the means and the ends of visual merchandising. Broader issues such as consumerism, globalization and fashion’s role in the marketplace will also be discussed.

In this practicum module, students will learn about creating strategy and brand image for a new fashion business from Donald Potard, who was for more than 20 years the director of the fashion house of Jean-Paul Gaultier and is the founder and director of Agent de Luxe, an agency which represents more than 120 designers as well as leading fashion retail companies and department stores. Madeleine Czigler, print and screen journalist, producer for more than 20 years of Fashion File, and producer of film fashion documentaries, will contribute media and public perception as to the success and failure of various fashion PR and branding strategies. Serina Baik-Luders, a young Canadian designer with experience in France (IFM, Chambre Syndicale) and former student of Vivienne Westwood, now resident in Germany, will present the fashion design label tillundserina, founded in January 2010 with her partner Till Edelmann. Based on the experience of Donald Potard and Madeleine Czigler, and on the company profile and requirements of tillundserina, students will develop projects suggesting appropriate image, branding, positioning and PR strategies for this new fashion business.

This project will focus on the communication concept and implementation of a pop-up store in Paris. A pop-up store is a retail manifestation that unexpectedly pops-up, drawing consumers through its doors by word-of-mouth and social media sources. The concept of the pop-up store is to surprise consumers with temporary “performances,” guaranteeing exclusivity for designer collections due to the limited time span. The Paris Style store will be based on a “slow fashion” concept, SF Style, which was initially created in San Francisco, California. This concept was a pop-up store that was designed and merchandised like a department store featuring emerging designers from sportswear to luxury wears with a resident DJ to entertain clients. SF Style’s core message was centered on the idea that local fashion is both sustainable and fashion forward. The Paris Style pop-up store will have the same core message and will open the week before la semaine de haute couture in Paris in 2012 for three weeks. This course will require students to: 1) Analyze San Francisco’s SF Style Pop-up store concept from a media and global communication’s perspective (extrapolating the pros and cons of the event/concept). 2) Create a new and improved global communication campaign for Paris Style based upon the original SF Style concept incorporating all types of media- traditional, social, and digital. 3) Present the Paris Style concept in a PowerPoint presentation.

We live in an increasingly visual world, one where appearance is more than superficial and where design takes on an ethical dimension. This module will introduce students to the interstice between design and ethics through the lens of fashion. Students will explore the relationship between design and philanthropy at the Liz Claiborne Foundation, and then apply the construct of ethical design to the business of fashion. Is it possible to convince a large, moderately educated population with limited financial means to purchase well-designed clothing that is produced in factories which respect human rights and environmental norms? Can the ethical message be designed into the clothing itself, or must it remain an outlying factor, promoted through advertising? Students will examine these questions and test their creative skills with one of the leading designers in the United States.

The development of emerging countries is changing the worldwide fashion business. Along with the opening of new markets, local brands become global, and need to expand in western countries.

Day 1: FASHION AND GLOBALIZATION

Asian economic development and the rise of local fashion players. The middle class and the need for fashion and luxury. Main local fashion brands (designers brands, producers' brands, retailers' brands), from luxury to mass market. The need for regional and global expansion.

Day 2: FASHION AND COMMUNICATION

Perception of Asia in the West, a short overview. Analysis of communication strategies of Asian fashion and cosmetics brands (Vivienne Tam, Alexander Wang, Shiseido, Yamamoto, Sulwhasoo (Korea), Uniqlo, Esprit (HK), etc...). Communication players (tv, press, advertising (example of Dentsu advertising group...).

Day 3: WORKSHOP AND APPLICATION

Analysis of a fashion brand communication strategy in groups. Brainstorming and recommendations. Presentation at the end of the day on Powerpoint. A more thorough research is to be completed for the following month.