FLORENCE, Italy — Set in the heart of Florence, Polimoda is one of Italy’s most prestigious fashion schools. In partnership with BoF, the school’s dean, Danilo Venturi, recently sat down to record a series of lectures: a three-part introduction to the school’s brand management course, of which he is the mentor.
In his first lecture, “Fashion is a Beautiful Chaos,” Venturi unpacked the three major tipping points that have defined the world in the last decade — globalisation, the internet and the downfall of ideologies — in order to explain the role and purpose of a fashion brand manager today.
In the second instalment, “The 3D Business Model,” Venturi discussed the ways in which brands could adopt a holistic, flexible approach to creating products, building a brand identity and appealing to consumers. He explained that due to the chaotic nature of today’s fashion industry, a 3D business model is critical to the success of a brand.
In the final lecture, Venturi explains that marketing to specific segments of society is no longer effective, due to the variety of cultural shifts outlined in his first lecture. Rather, brands should target subconscious archetypes found in all humans regardless of geography, gender or age, in order to communicate a more universal message.
As part of a media partnership launched in October 2017, BoF is excited to share the final part of an introduction to Polimoda’s brand management course, “Branding the Subconscious.”