| 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 |
The evaluation is continuous with guidelines directed to each group of works. It is mandatory to present the process to the UC teachers on a date scheduled at the beginning of the semester. The final grade will be closed with the conclusion of the design work and final presentation to all teachers on June 4th. There is no exam, only a postponement of the deadline for some improvement or adjustment approved by the professors.
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Language |
Portuguese. Tutorial support is available in English.
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