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

Students learn what PR means in the fashion industry, how it differs from marketing and communication, and how brands use both physical PR and digital PR to build credibility, visibility, and cultural relevance.

 

1. What Is PR in Fashion?

 

Students learn what PR means in the fashion industry, how it differs from marketing and communication, and how brands use both physical PR and digital PR to build credibility, visibility, and cultural relevance.

 

PR = Public Relations Meaning: Managing the brand’s reputation and relationships with the public, media, influencers, and cultural communities.

 

PR answers the question: “How do we make people talk about us – without paying for ads?”

 

PR focuses on:

  • Brand reputation
  • Media relationships
  • Cultural relevance
  • Credibility
  • Storytelling through third parties

 

Why PR matters:

 

  • Builds trust (earned, not paid)
  • Creates cultural impact
  • Helps brands reach new audiences
  • Supports long-term brand equity

 

 

2. Physical PR vs Digital PR

 

Why it matters:

 

  • Builds emotional connection
  • Creates memorable experiences
  • Generates earned media (Vogue, Elle, GQ)
  • Reinforces luxury and craftsmanship

 

 

 

B. Digital PR (Modern PR)

 

These activities happen online and spread through digital platforms.

 

Examples:

  • Influencer seeding (gifting)
  • Digital press kits
  • Online media coverage
  • TikTok creators reviewing products
  • YouTube interviews
  • Viral moments
  • Social media reposts
  • Online collaborations

 

Why it matters:

 

  • Fast visibility
  • Global reach
  • Works for all categories (luxury → mass)
  • Drives conversation and trends

 

 

3. Types of PR in Fashion

 

1. Media Relations

Building relationships with journalists, editors, and magazines. Example: Dior invites Vogue editors to preview a new collection.

 

2. Influencer Relations

Working with influencers to create peer-to-peer credibility. Example: Prada gifting bags to micro-influencers for organic content.

 

3. Celebrity PR

Dressing celebrities for red carpets, events, or music videos. Example: Saint Laurent dressing actors for Cannes Film Festival.

 

4. Event PR

Creating events that attract media + influencers. Example: Jacquemus hosting a runway show in a lavender field.

 

5. Crisis PR

Managing negative press or brand controversies. Example: A brand releasing a statement after a campaign backlash.

 

6. Community PR

Engaging cultural groups, artists, or social causes. Example: Gucci partnering with local art communities.

 

Mini Exercise (Short – 80–100 words)

 

Choose one fashion brand. Identify:

 

  • One digital PR activity
  • Why these activities help the brand’s reputation
Previous
Next

Social Media Page