FLORENCE, Italy — Founded in Florence in 1986, Polimoda has become one of Italy’s most prestigious fashion schools, thanks, in part, to the unique blend of courses available, from art direction and merchandising and buying to textile development and garment design. The school's nurturing learning environment encourages its students to become independent and creative thinkers.
Polimoda’s dean, Danilo Venturi, is a former student of the school, whose expertise in fashion business saw him return as a lecturer and consultant before becoming dean in 2016.
Shot in the Villa Favard on Polimoda’s main campus, Venturi sat down with BoF 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 will discuss the ways in which brands can adopt a holistic, flexible approach to creating products, building a brand identity and appealing to consumers. He explains that due to the chaotic nature of today’s fashion industry, a 3D business model is critical to the success of a brand.
As part of a media partnership launched in October 2017, BoF is excited to share part two of an introduction to Polimoda’s brand management course. Stay tuned for the final lecture: “Branding the Subconscious.”