Strategic Planning&Fashion Communication Course_Lesson 1

03/09/13 Daniela Ghidoli | Fashion Communication 2013

FASHION COMMUNICATION

Lesson 1

2013

POLIMODA

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03/09/13 Fashion Communication 2013

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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03/09/13

POLIMODA | Fashion Communication 2013

What is Strategic Planning?

What is Communication?

Agenda

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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.”

CEO Definition

Robert AnthonyPlanning and Control

(Harvard Business School, 1965)


“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..”

Manager

Wikipedia


“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.”

Creative

senseworldwide.posterous.com


STRATEGIC PLANNING IS LEARNING TO BE DIFFERENT.

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

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1. Have an holistic view

Marketing

MediaCreative

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Communication


2. Simplify

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PROBLEM: What is the gap

between the actual situation and the

ideal?

1. Draw the ideal2. See the actual3. Believe it is possible4. Think how to close the gap 5. Plan 6. Act7. Monitoring


3. Knowing the Professional Roles

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.

IN A COMPANY IN AN AGENCY


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?


What is the difference?

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

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Daniela

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


What are the differences?

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A sign is…

A SIGN is a dyad:

SIGNIFIER + SIGNIFIED

A SIGNIFIER is:

the thoroughly material aspect of a sign

A SIGNIFIED is:

a mental concept.

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SIGNIFIED

SIGNIFIER


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

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


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 self-serving.

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Regular Codes First person Self projection monologue POV shot or a subjective

camera

Typical topics To talk about himself To talk about own emotions/

feeling

On blogs


Vogue Italia


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

e.g.

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

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

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Regular Codes Imperative Second person Questions

Typical topics prayers, exhortations orders or advices seduction

On advertising


Look at me…


Phatic Function (Contact)

The phatic function dominates when there is emphasis on the CONTACT, in order to establish or maintain communication

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»

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Regular Codes Common phrases about

listening/speaking Use of exhortative

proxemics

Typical topics Call to action Irony Frequency

On survey/email/radio


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.

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Regular Codes Questions Ambiguity

Working around typical topics and themes fairy tales Interlinguistic situation Misunderstanding situation

Dialogue/Narrative


Poetic Function (Message)

The poetic function dominates when there is a focus on the MESSAGE

e.g.

The campaign slogan «I like Ike».

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.

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Regular Codes Addition: repetition/

expansion/ superabundance Omission: subtraction/

abridgment/ lack Transposition: transferring Permutation: switching/

interchange/ substitution/transmutation

Typical topics and themes Quote (politics/arts/…)

Ads/Creative Concept


Where is the line?


Referential Function (Context)

The referential function dominates when there is emphasis on the CONTEXT

e.g.

«The autumn leaves have all fallen now.»

It describes a situation, object or mentale state.

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Regular Codes Deixis: here, there, now,

tomorrow, this, that, own, your, …

Simple Past (English)

Typical topics and themes Past Present Object which denotative an

historical period

Everywhere


What’s Next?

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

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

That Overlapping is the way

That communication is not about writing a message,

but creating Signification

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1.

2.

3.

4.

Every time you work in a Communication Strategy, remember:


COMMUNICATION IS BUILDING SENSE

1. TRANSFERRING A VALUE

2. TELLING A STORY

3. REPRESENTING YOU AND YOUR RECEIVER

4. SELECTING THE CODES

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Thanks, DG.

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Strategic Planning&Fashion Communication Course_Lesson 1

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