Course Content
Module 1: Introduction to Fashion Communication
Week 1
0/4
Lesson 1: Introduction to Fashion Communication
03:00
Lesson 2: The Fashion Communication Ecosystem
03:00
Lesson 3: Platforms, Content & Strategy in Fashion Communication
02:00
Module 2: Fashion Marketing Fundamentals
Week 2
0/3
Lesson 1: Introduction to Fashion Marketing
03:00
Lesson 2: Fashion Promotion
03:00
Lesson 3: Online & Offline Marketing Channels in Fashion
03:00
Module 3: Digital & Social Media Communication
Week 3
0/2
Lesson 3.1: Social Media Strategy for Fashion Brands
02:00
Lesson 3.2: Platform Logic – “Same Brand, Different Language”
02:00
Module 4: Branding, PR & Campaigns
Week 4
0/2
Lesson 4.1 – Introduction to PR
03:00
Lesson 4.2 – PR Beyond Brands: People, Platforms & Independent Practice
03:00
Module 5: Practical Fashion Marketing
Week 5
0/1
Lesson 5.1 – How Fashion Marketing Campaigns Actually Work
Module 6: Final Project
Week 6
0/1
Integrated Fashion Campaign & PR Strategy Proposal
02:00
Fashion Communication & Marketing 6-Week Intensive Certificate Program

Lesson Focus

This lesson teaches students how to think strategically about social media- not how to post, edit, or follow trends. Students learn that social media is a business tool, not a content machine.

 

1. The Role of social media in Fashion Communication vs Marketing

Fashion Communication (What the brand says)

  • Storytelling
  • Visual identity
  • Brand world
  • Emotional connection

 

Fashion Marketing (What the brand achieves)

  • Awareness
  • Traffic
  • Conversion
  • Customer retention

 

Social media sits at the intersection of both. It expresses the brand and drives measurable business outcomes.

 

2. Strategic Objectives on Social Media

 

Every brand must choose a primary objective. Not all objectives can be the priority at the same time.

 

Key Insight:

A luxury brand rarely uses social media for conversion.

A mass brand rarely uses it for desirability. Students must learn why.

 

3. Audience Segmentation: Luxury vs Contemporary vs Mass

Different audiences behave differently online.

Luxury Audience

  • Values exclusivity, aesthetics, heritage
  • Prefers curated, slow content
  • Follows brand world, not trends
  • Platforms: Instagram, YouTube, WeChat (China)

Contemporary Audience

  • Values creativity, culture, influencers
  • Mix of aspiration + accessibility
  • Platforms: Instagram, TikTok, Pinterest

Mass Market Audience

  • Values trends, speed, affordability
  • Responds to viral formats
  • Platforms: TikTok, Instagram Reels, Facebook

 

This explains why Zara ≠ Prada on social media.

 

4. Choosing the Right Platforms (Not Being Everywhere)

Each platform has its own logic:

A brand should choose platforms based on audience + objective, not pressure to “be everywhere.”

Social media is not about posting daily – it is about serving a clear brand objective.

Strategy first. Content second.

 

 

Mini Exercise (Short)

This prepares students for the next lessons on content types, platform logic, and campaign planning.

Choose one fashion brand. Identify:

  • Main social media objective (awareness, desirability, conversion, loyalty)
  • Primary platform (Instagram, TikTok, YouTube, etc.)
  • Target audience (luxury, contemporary, mass; age; lifestyle)

Write 80–100 words.

 

 

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