| Code |
16359
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| Year |
1
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| Semester |
S2
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| ECTS Credits |
10
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| Workload |
PL(15H)/T(15H)/TP(30H)
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| Scientific area |
Design de Moda/Branding, Marketing e Comunicação
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Entry requirements |
N/A
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Mode of delivery |
Face-to-face.
Theoretical/Theoretical and Practical/Lab Practical.
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Work placements |
Not applicable.
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Learning outcomes |
1. Develop the capacity of research and problem-solving in multidisciplinary and complex new situations
2. Apply and relate multidisciplinary knowledge acquired
3. Develop and apply the project practice in fashion branding: trends and market research, competition analysis, brand conception: designation, values, DNA, graphic image and lettering, market positioning and type of products
4. Develop and apply the project practice in fashion design: trends and market research, conception, development and planning of collection
5. Be able to select the most appropriate materials to brand and collection projects
6. Develop the ability to presentation and promotion of the brand collection in the form of fashion show/happening, in showroom/trade fairs, in shops, in digital media, or in catalogs
7. Acquire and develop personal and professional strategies, and autonomy for lifelong learning
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Syllabus |
1. Introduction
1.1 Presentation of the project briefing
2. Project of fashion branding
2.1 Trend, market and lifestyle research
2.2 Competition analysis
2.3 Brand conception: name, concept, values, DNA, graphic image and lettering, positioning in the market, customercharacterization and product typology
3. Project of brand collection
3.1 Search of fashion trends and lifestyle: colours, yarns, structures, textures, finishing and three-dimensional shapes
3.2 Theme and sub-themes
3.3 Colours and materials selection
3.4 Product development, lines and accessories
3.5 Organization and planning of the collection
3.6 Economic viability of the collection: cost/selling price
4. Visual communication
4.1 In the definition of the brand graphic image
4.2 In the specifications and technical representations of products
4.3 In fashion Illustration
5. Presentation and promotion of the collection in the form of fashion show/happening, in showroom/trade fairs, inshops, in digital media, or in catalogs
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Main Bibliography |
Wheeler, A. (2017). Designing brand identity: an essential guide for the whole branding team. John Wiley & Sons.
Gomez, L. S., Olhats, M., Floriano, J. & Vieira, M. L. (2011), Moda num mundo global - O DNA da marca de moda: o processo, Porto: Vida Económica - Editorial, SA.
Healey, M. (2009), O que é o Branding?, Barcelona: Editorial Gustavo Gili.
Olins, W. (2017). The new guide to identity: How to create and sustain change through managing identity. Routledge.
Oliveira, F. (2012), Modelo de Construção de Sistemas de Identidade Visual, Diagramas & Marcas, Lisboa: Faculdade de Arquitetura, UL
Sorger, R., & Udale, J. (2017). The fundamentals of fashion design. Bloomsbury Publishing.
Jones, Sue Jenkyn. (2011) Fashion Design, 3rd ed., London: Laurence King.
Calderin, Jay. (2009) Form, fit, and fashion: all the details fashion designers need to know but can never find, Beverly: Rockport Publishers
www.wgsn.com
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Teaching Methodologies and Assessment Criteria |
Expository methodologies are used to meet the need to present, explain, and provide students with a solid foundation in the execution of branding and fashion design projects. On the other hand, practical classes provide knowledge associated with professional know-how, using PBL methodologies and challenges in partnership with industry and brands. Knowledge is acquired through project-centered study. In theoretical-practical and practical classes, students individually execute, under the supervision of the teacher, the brand and fashion collection projects until the final presentation. Active methodologies are also used, with classes in a company context and visits to specialized fairs. The evaluation has a brand and collection component, each contributing 50% to the final grade. Approved and exempted from the exam: Final learning grade greater than or equal to 10.00
Passed the exam: Final grade greater than 6.00 points and less than 10.00
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Language |
Portuguese. Tutorial support is available in English.
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