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Inside the Business of Fashion and Luxury

Course Description:  

This immersive online course is designed for high school students, and provides insider access into the fashion and luxury business. Study the history, learn how trends are created, and how the industry is ever-evolving through social media influencers, sustainability best practices, experiential luxury, and more. By the end of the course you’ll be able to demonstrate knowledge of many business concepts and their applications to the world of fashion and luxury. You’ll be able to talk the talk and walk the walk in New York, London, Milan, Tokyo, and of course -- in Paris.

Course Objectives:

Throughout this course students will:

  1. Explore various fashion brands through the lense of history, branding, trends, luxury, sustainability, and marketing
  2. Learn about jobs and career paths in the fashion industry
  3. Understand the importance of the digital world and the connections between fashion brands, influencers/ celebrities, trends, and social media/ marketing
  4. Discover how the fashion industry has evolved with the creation of new innovative and sustainable practices, globalization, and how fashion can impact social change

Course Overview:

The course is composed of 8 modules, including an introductory module.  For each of the main 7 content modules you will have to complete an assignment. You may use different media (writing, video, audio, collage, etc) to present your work.

Students also have the opportunity to get feedback on work from course mentors. These optional sessions are intended to help you better understand the material and concepts as well as to assist you with your assignments if needed.

The course culminates with a special Insider’s Challenge, which will allow you to demonstrate your learning and apply the knowledge acquired.

We want you to impress us with your creativity and innovative ideas!

Course Outline

Introduction to Course

Topics:

Unit 1: Enter the Legend

Learning Objectives:

  1. Learn about the chronological order of the major changes in fashion through the history of the three houses Chanel, Dior, YSL
  2. Understand the importance of brand heritage
  3. Investigate how fashion expresses the sociological trends of each period.
  4. Discover how fashion houses diversify their offer by developing different products and why this newness practice is important.
  5. Learn about the longevity of a brand and what crucial role it plays for the brand’s commercial success.
  6. Learn how to create a mood board.

Topics:

Assignment:

Create a mood board of your favorite brand, explain its story and how it contributed to the history of fashion

Instructor:

Eros

Unit 2: Brand Universe

Learning Objectives:

  1. Understand the importance of a Brand, Brand Universe and Brand Identity and the role they play in branding, storytelling, and other marketing ventures.
  2. Identify the brand elements that go into building a brand.
  3. Learn about influencers and a person as a brand.

Topics:

Assignment:

Select a brand and define 9 brand elements for the brand.

Instructor:

Eros & Badara

Unit 3: Cycles & Trends

Learning Objectives:

  1. Learn how trends are originated and how to spot a trend.
  2. Discover trends and various brands who promoted these trends further.
  3. Understand how companies work with trends to increase product desirability and profit.

Topics:

Assignment:

Identify a new trend that you have noticed recently and give 5 good reasons of why it is a trend. You can use your own observation and/or provide evidence from a news source or another reliable source.

Instructor:

Anna & Badara

Unit 4: The Global World of Fashion

Learning Objectives:

  1. Learn about key fashion capitals of the world and their history, particularities and commonalities.
  2. Gain an understanding of how a fashion show is organized and its key players.

Topics:

Assignment:

Pick a fashion brand - Where does your brand host fashion shows? Why do you think they show there? If you were to plan a fashion show for the brand, which city would you choose and what venue? Provide photos of the location and written description why this choice is the best fit for your brand’s strategy + who is your guest list

Instructor:

Badara & Eros

Unit 5: What is Luxury?

Learning Objectives:

  1. Learn about various luxury industries with a focus on luxury in fashion.
  2. Understand how fashion luxury industry has been changing and adapting to new formats.
  3. Learn what makes a brand a luxury brand.

Topics:

Assignment:

Pick a luxury brand that you like (fashion or another industry). Why is this brand luxury? Define it in terms of price, craftsmanship, quality, innovation, desirability, etc.

Instructor:

Anna & Eros

Unit 6: Sustainability & Innovation

Learning Objectives:

  1. Learn about sustainability in fashion and discover brands, designers and dedicated consumers who are promoting sustainable practices.
  2. Understand the phenomenon and implications of fast fashion and how it is changing the fashion industry.
  3. Discover innovations that are triggered by current unsustainable methods.
  4. Learn about eco design and circular design and what are the new possibilities in the fashion industry.

Topics:

Assignment:

Research and share about the most striking recent innovation that you find in new sustainable materials, new process or new business practices. What makes the innovation sustainable? What unsustainable material/process/practice can it replace?

Instructor:

Anna & Eros

Unit 7: Marketing, PR, and the Digital World

Learning Objectives:

  1. Understand  how the digital world has changed the fashion industry
  2. Learn about the impact of social media and influencers, as well as traditional communication methods in public relations.
  3. Discover various stakeholders of the modeling process and what significance modeling has in the fashion business.

Topics:

Assignment:

Pick a fashion brand that you follow on social media - How does the brand reach its audience through social media? Describe a one-week plan: where did they brand post, when, how? Imagine you were in charge of social media for the company, draft a tweet and an Instagram post highlighting a new product.

Instructor:

Anna, Eros, Badara

Program and Class Policies 

Academic Requirements

  1. In order to receive a Certificate of Completion, students must receive an evaluation of  “Good” on at least 70% of assignments - 5 of the 7 unit assignments AND the Insider’s Challenge. All assignments and the final project need to be submitted by the end of the course. The evaluation rubric is included in this syllabus. If students fail to meet this requirement, for instance by missing or submitting incomplete work for more than 2 assignments, students will not receive a certificate of completion.
  2. Students may be eligible to receive a Certificate with Distinction if all assignments are successfully completed and at least 6 of the 7 assignments and the final Insider's Challenge are of excellent or exceptional quality as described in the syllabus or other evaluation criteria provided at the beginning of the program.
  3. Decisions regarding program completion, Certificates of Completion, and other awards are at the discretion of the School. If you are deemed ineligible for a Certificate of Completion, you will not be entitled to any refund or compensation.

Technical Requirements

This online course will be conducted using the Canvas online learning management system. Students should log into Canvas regularly to complete  all course modules, assignments, and announcements. You are responsible for meeting and maintaining the minimum technical requirements for the course, including internet access and basic computer specifications necessary for using the Canvas Learning Management System.

Mobile Devices 

Your course may offer content and features that are available via a mobile device. Standard messaging, data and other fees may be charged by your carrier.  Your carrier may prohibit or restrict certain mobile features and certain mobile features may be incompatible with your carrier or mobile device. Contact your carrier with questions regarding these issues.  

Course Mentors

Students will have opportunities along their journey to engage with a mentor for questions, guidance and feedback for both their assignments throughout the course and the final project. Mentors will provide individualized support and encouragement at predetermined moments throughout the course, using online video conferencing and digital messaging tools. Mentors will also provide advice and guidance on course assignments.

Evaluation Criteria/Rubric

Each unit assignment, as well as the final Insider’s Challenge will be assessed on a rubric of:

Specific rubric criteria will be detailed in each assignment. Requirements to receive a course certificate are listed above in the “Academic Requirements” section of this syllabus.

Student Code of Conduct

We may remove from the course any students whom we deem in our discretion to be disruptive to the learning environment, dangerous to other students, have acted in a manner that shows lack of dignity or respect for faculty and/or students, violated any intellectual property rights, or have engaged in academic misconduct, such as cheating or violating confidentiality. If you are removed from the course for  violations of this Code of Conduct you will not eligible for a Certificate of Completion, refund, or any other award or compensation.

Intellectual Property

This course is for your personal and non-commercial use only.  The course may not be shared, re-sold, reproduced, re-published, modified, transferred or distributed in any way without our prior written permission.  All video, audio, text, animations, books, diagrams, images and other content that you receive or to which you have access during your course or through your use of the course, regardless of medium or format,  are protected by copyright law.  You may not download, record, screenshot, copy or reproduce course content in any way. You may not make any audio and/or video recording of any part of the course. You may not attempt to decompile, reverse engineer, scrape or datamine the course. Trademarks, logos, and service marks displayed or otherwise used in the course are registered trademarks and may not be used without prior, written permission.  You may have access to digital versions of course content. Subject to your compliance with these terms and conditions, we grant you a limited, personal, non-exclusive, revocable and non-transferable license to access course content during your program.

Terms & Conditions

The policies listed above are a subset of the Terms & Conditions for the program. You may review the complete Terms & Conditions here.

 

Meet Your Instructors

Anna Krutiy

Since 2018, Anna Valerie Krutiy has been overseeing the BBA in Strategic Business and Management (SDM) at Parsons Paris. She also teaches courses such as Senior Thesis, Global Practices and Luxury Systems and organizes special collaborative projects with the BFA in Fashion Design and guest companies.

Before joining Parsons Paris, she held a number of positions in the fashion and luxury industry including The Woolmark Company, an international non-profit organization, where she was responsible for strategic communications and fashion collaborations in the French market.

Previously Anna worked for Chanel Paris, where she was a coordinator of production in ready-to-wear. She also managed fashion jewelry and accessories collections at Swarovski France, working closely with design, trends, marketing and product development teams.

Anna also worked in the USA for Nespresso where she participated in key promotional events such as the Ambassador's Ball and the America's Cup.

 

Anna graduated with a BA double major in Art History and French Language and Literature from Boston University, and a MSc in Marketing Management from EDHEC Business School in Lille, France.

Badara Ndiaye

Badara Ndiaye was born in Senegal. At the age of 18, he became one of the five players selected by the NBA in Senegal to attend a one of a kind basketball camp in Johannesburg, South Africa. Fast forward 3 years later, he moved to the USA where he played Division I basketball for a few years before getting injured.

He then started working with Adidas USA doing Marketing and Events, and began modeling.  Badara has been featured in multiple television commercials with NBA players, such as Gatorade and Samsung with Lebron James, and Chinese footwear brand Li Ning with Dwayne Wade, as well as Jennifer Lopez music videos.

Badara is currently the Creative Director of BADARAOFFICIAL and a contributor to L’Officiel Hommes UK and New York Style Guide. He has worked with luxury brands such as Aux Corps Anonymes (ACA), Tom Ford, The Shangri-La Dubai, Puma. He has been featured in international fashion magazines / outlets such as GQ (Spain, France, Italy, Australia), WWD, Wall Street Journal, New York Times, Elle South Africa and more.

He also does motivational speeches and dialogues on internet marketing and the power of social media.

Badara received his Associate of Arts, a BA in Sociology & Anthropology and a BA in Psychology. He is also certified as an international life coach.

Eros Antoniadis

After graduating in Fine Arts from California College of Arts, Erotokritos Antoniadis started his creative and entrepreneurial activity before specialising in Fashion Design at Studio Berçot in Paris.

In 1996 he founded an eponymous fashion label and opened a Parisian flagship store, Erotokritos, with product distribution via fashion boutiques and department stores worldwide. In parallel with his activity as the Creative Director of Erotokritos, he also worked as a design and forecasting consultant for various clients including Shiseido, L'Oréal, Monoprix, La Redoute, Le Bon Marché etc. At the same time, he started teaching in several universities.

He completed his MBA in Global Fashion Management at Institut Français de la Mode (IFM Paris) in 2010.

Since 2018, Eros has been teaching at Parsons Paris in the BBA in Strategic Design Management and BFA in Fashion Design. He has led various courses such as Innovation, Entrepreneurship, Business of Fashion, Fashion Illustration and Knitwear.

The University reserves the right to modify the course as may become necessary.