Mastering the Fine Art of Fashion Communication
Fashion communication involves the process of transferring your brand message to its consumers and it takes several essential activities to turn ideas into sales. Fashion communication experts are very well familiar with the fashion design domain and most of them are certified designers which makes them quite skillful in conceptualizing, designing, and writing creatively to present the perspective of a fashion product.
In the general domain of fashion design, fashion communication appeals to human tendencies and affinities. It strives towards understanding mindsets and the exchange of ideas to achieve concept creation, implementation, product development, and sales. In fashion design, ideas and information are passed across different levels and roles. With this in mind, let’s see how to effectively articulate your ideas when working in the fashion industry.
Truly understanding fashion
In the sphere of visual merchandising, every fashion designer determines the best theme for the fashion product display which will appeal to the viewers. The display style is as significant as the quality of the product itself.
Methods such as indoor and outdoor display, fashion shows, and fashion photography provoke an emotional response in viewers so innovative displays that include an original presentation of the given theme can make a huge difference.
The greatest power of communication belongs to the fashion show as this event is live visual merchandising technique where models wear the attires form the current collection and deliver a show that’s a result of many months of meticulous preparation, coordination, planning and execution. The goal is to touch and inspire even the most disinterested person and turn them into active consumers. Principles like creative presentation, view-ability, and informative capacity play a crucial role in the entire process.
The importance of networking
Beyond the realms of fashion creativity and superb design, networking and collaboration allow a designer to succeed in the industry. Good public relations depend on networking skills and bringing together the people who matter. It’s a dynamic job that includes planning and setting up meetings with clients and partners and the key ingredients here are creativity, spontaneity, and great interpersonal skills.
This is why contemporary curriculums, like the Raffles Milano master's degree in fashion design and business, for instance, offer its students a thorough understanding not only of the design and merchandising, but also of the art of fashion communication, art direction, fashion marketing, and presentation. It's clear that the words have the power to give meaning and inspire curiosity, faith, and thought so writing skills also play an important part in the process. Designers need to be skillful in communication and writing as these two skills in fashion and lifestyle industries are essential as they help bring expression and utility in products people use every day.
Another important part of the fashion world is social events such as fashion shows, press meets, and interactive sessions as they play an instrumental role in fashion product promotion. It takes a lot of cooperation, coordination, and organization skills to manage such events so it’s all an essential part of fashion design training.
Visual thinking
The visual aspect is one of the strongest weapons of fashion communication. With an effective presentation and through several media, a stylist can set the fashion stage in such a way that it launches its product directly to the potential buyer.
It’s the same with designing a store display – the main concept, the poses, and positions of the mannequins, and the choice of all the details are thoughtful and deliberate decisions made by the stylist with the aim of communicating a specific message.
Finally, graphic design gives designers access to print and digital media to create impressive presentations and reach wider audiences and clientele. It offers the fashion industry a wide range of tools and artistic elements in order to establish their brand and sell their products. In that process, everything matters – the choice of patterns, colors, design elements and photo direction with one goal: to showcase the essence of a design.
The study of the art of fashion is inseparable from the ability to communicate your design in a convincing way. The main idea of any fashion design is conveying the message of its creator using available and suitable methods and channels, therefore, fashion communication is a mandatory part of fashion design training. The main goal is educating a multitalented and multifaceted designer with knowledge and skills on a variety of aspects of the fashion industry.