My Experience at ELLE Education
Get to know Shalaaka Yashavanth's experience as a student of the How to Create a Brand short course.
Showrooms and the Role of the Fashion Stylist
Fashion, creativity and branding, three things you can find in a showroom, let’s start by defining what a showroom actually is: a showroom is a space where, in this instance, fashion collections are shown; in this case the fashion cycle becomes extremely relevant, as the showroom will also have to follow the same timings. There are two types of showroom:
Press showroom
This is where the press, stylists, PR professionals and opinion leaders get together! The showroom holds events that can be internal for the brand, or they may be outsourced. They display the current in-store or upcoming offerings to give them more visibility
Sales showroom
The showroom is for buyers to see the collections that will be on sale, after the collections have come out.
Showrooms work with different tools: collections, the lookbook, silhouettes, press releases, open days, special events, and clippings.
Just like the showroom, the work of a fashion stylist in it is very dynamic since they have to adjust to the needs of the brands featured. Innovation and reinvention are key in a showroom, even some guesswork is also involved.
Prepare for the demands of this professional path with our Visual Merchandising and Fashion Stylist diploma course accredited by Complutense University of Madrid.
The Features of Luxury Fashion
Luxury is created from immaterial concepts, majorly the perception of what is “in” and is prescribed by a strata of society also valued in immaterial terms, however, luxury products exist in a physical reality, and they have standards that have to be met and features they share in common. Nevertheless, it is important to note that each brand places extra focus on only one of the features shown below:
Craftsmanship
This feature is the one that is the most attached to luxury, after all, the majority of brands associate themselves to the “hand-made” feature, and make sure to add their long heritage to their brand narrative. An example of a luxury item that emphasizes craftsmanship is the handbag.
Exclusivity
Uniqueness and limited editions are the drivers of luxury. In the history of luxury we see how dresses worn by the upper classes could not be simply replicated by other tailors. Nowadays luxury has become paradoxically massive, but it still remains prescribed by celebrities and such and items have a short sales cycle, providing that sense of scarcity needed to create luxury.
Materials
Luxury items have to be made out of high quality raw materials. Some leather, jewelry, and prêt-à-porter brands pay special attention to the materials or minerals used, nevertheless what is the most interesting in current times is the change in the perception of what a high quality material entails. When as in history we have seen exotic animal furs or feathers perceived at high quality we are currently moving towards the most technologically innovative materials.
Design
Luxury and design are concepts that are completely attached, what makes any luxury item stand out is its design, even in the era of mass production, innovation and uniqueness is still possible. Luxury consumers just want to be surprised, and brands keep on delivering in this regard.
Do you want to learn more? Become an expert with our Marketing and Communications for Fashion and Luxury Brands Diploma course!
The Three Waves of Branding
Did you know that there are three waves of branding? It’s hard to know this was a thing before now, since now the term “branding” has become a buzzword and everyone has a “brand” thanks to Instagram… However, branding has been present since there are products and today we are going to introduce you to the three existing waves of branding.
The First Wave of Branding
This can be described as the most traditional type of branding, where names and and country of origin were the most important. Think about “scotch tape” for example, or “kleenex” these are actually brands and not the name of the object itself, nevertheless they became the most common name for it. The main focus was to endorse the physical qualities of the product, and to take as much market share as possible distinguishing itself from all other competitors.
The Second Wave of Branding
The main distinguishing feature is that now the brands are not only talking about product but also the user, creating a tribe associated with the product, and a close connection between buyer and product. In this case, the brands are concentrating on their target market, and not the market as a whole. The psychology behind marketing became much more important, and now brands were competing for space in the user’s mind. We can also thank rising technology such as television for this. The key takeaway is that the brands were looking to be differentiated to fulfill the same need, in a way creating a hierarchy of brands.
The Third Wave of Branding
Consumers have become way more sophisticated, information is available everywhere, and what matters is to create an identity attached to the brand, which is a way of indirectly connecting with the consumer at a personal level. Consumers feel they build these brands. The story of the brand becomes way more important and the user’s contribution to it now becomes a part of the narrative. With so much competition in a globalized economy, successful brands today need loyalty!
Do you want to become an expert in branding? Check out our Fashion and Lifestyle Brands and How to Create a Brand short courses.
What Career Path Should You Follow? (Event Production vs. Product Design)
You have a creative mind, and you just know you need to follow a very creative career that allows you to transform your ideas into something tangible!
We got two possible career paths for you. Take this quiz and find out which career you should go for!
1. What is your favorite part of decor?
a. The small details that make it unique
b. The environment it creates as a whole
2. Do you prefer to work alone or in a team?
a. Alone
b. In a team
3. Do you like drawing?
a. Yes
b. no
4. At an event, what do you notice first?
a. The details of the decor
b. If the people are having a good time
5. What do you notice first at a party?
a. Again, the decor, I really care about decor!
b. What is missing in the party...
5. Are you a planner or an improviser?
a. Definitely an improviser
b. Definitely a planner
6. Would you be more likely to help out a friend with:
a. Picking up new things for a new house!
b. Organizing a party
7. Would you rather:
a. Give your friend a useful present
b. Throw them a party they will never forget
8. Can you remain calm under pressure?
a. No
b. Yes
Mostly a’s: You are definitely more suited to be a product designer, you care about every small detail in a space, and have an eye for unique pieces of decor. Your hobbies, such as drawing align with this profession, and you are ready to make people’s life easier.
Mostly b’s: You are organized, and amazing at leading and taking care of details. You do not stress under pressure and can find easy solutions. Naturally, you are very good at determining the mood of the party and know how to turn it around, and do not need reminders of what you need to do to keep everyone happy at an event!
Get the knowledge you need to follow your ideal career path, click here to check out our Product Design short course, and click here to check out our Event Production short course!
Learn More About our Online Campus
Flexibility, availability, and versatility, three aspects provided by the ELLE Education Online Campus to help you learn everything you need and adapt to your needs. We designed our Online Campus to accompany you in this academic journey, and provide you with the tools necessary to acquire all the knowledge in an easy and intuitive way that adapts to your schedule. If you have an Internet connection, you have access to all the course materials!
You will find that can view the Guest Speaker addresses and lectures in every module as many times as you want and when you want to! Rewind, re-watch, take notes how and when you can!
Our only contribution to your pace is the establishment of deadlines for assignments and tests, and the opening and closing of modules. The rest of the time, it is up to you and up to your schedule!
The Online Campus has everything you need! Including a forum to connect with all your classmates across the globe, a calendar that allows you to see all the deadlines, a messaging system to direct your questions at your tutor and coordinator.
Top 5 Skills and Competencies you Need to Create your Own Brand!
Want to know more about our How to Create a Brand short course certified by ELLE and Mindway Liberal Studies? Click here
Meet Your Professors for the Product Design Short Course!
We are very excited to present a little more information about one of ELLE Education’s newest courses, Product Design. Not unlike the rest of our programs, this short course is taught by practicing professionals from all over the world, and holds keynote addresses with industry leaders. The lucky students get to hear their insights and industry secrets. Learn who they are! Take a look below:
Mr. Luccas is a Portuguese Artist Designer who dedicates his time exploring the value of the word “Joy” and questioning our illusional notion of humanity. The artist believes that Joy should be a fundamental element in everyone’s life, so he uses art as a creative outlet to show how the state of permanent joy has the power to transform people’s behaviour and lifestyle by simply rediscovering their true identity. Luccas is currently based in London, where he has been working on projects ranging from product/ interior design to art shows to collaborations with brands.
Matteo Lavazza Seranto- Photographer
Born 1974, graduated in History of Cinema at Venice University, currently residing in Udine, Italy, Lavazza Seranto has been working for 20 years in design industry visual projects starting from documentary photography. He likes to build a deep vision with his clients before actually shooting any photos, and believes photography enhances the product and stimulates its meaning with culture and aesthetic.
Lauren Dickinson- Director and Founder of Lauren Dickinson Clarke
Dickinson is the creative director and founder of her namesake brand - Lauren Dickinson Clarke. Her designs & products retail across the globe, whilst her tableware collections can be found adorning tables at Four Seasons hotels & resorts. Lauren cut her design teeth in the fashion industry, working for luxury brands such as Alexander McQueen, Hussein Chayalan & Mary Katrantzou for a number of years. She transitioned from fashion to homewares with the intention to apply a fashion-design approach to a new product category.
Her design philosophy is to “elevate every day interactions to whimsical & artistic experiences.”
Danilo De Rossi- Architect and Designer
De Rossi has been an Architect and Designer since 1983, with a specialization in lighting engineering. Besides teaching at ELLE Education he also teaches Lighting Design at Raffles RM Milan. He believes that his working experience has taken a turn after encountering lighting and glass. His aims are research and light efficiency, which result in the beauty of the decorative industrial product.
De Rossi has won twelve of awards during his career, the most recent ones include IDA Design Awards for the lamp MUNA, in Los Angeles, California in 2019; and Wallpaper Design Award for the lamp TRIGONA, in the United Kingdom.
Are you ready to learn from these professionals? Enroll now!
What is the Right Course for Me? (Business Edition)
You already know you are a business lady or man, but you are unsure which course will actually help you achieve your goals… Don’t worry today we will give you more information on our courses directed at our business-driven aspiring students!
Course: How to Create a Brand
Ideal if you...
-Work in a small company or start-up
-Want to start a brand from a scratch
-Have an entrepreneurial mind and ideas to develop your business
-Want to concentrate on the branding of a product
-Are interested in the concept of lifestyle
-Are interested in the design and manufacturing of your product
-Want to also learn how to make a strategy revolving around branding
Course: Introduction to Business Management
Ideal if you…
-Already work in an established business
-Want to understand the fashion business environment
-Want to understand the metrics set up in a company
-Are interested in learning how fashion companies react in the face of uncertainty
-Are interested in a position managing teams
-Want to work or already work in a fashion company in a corporate position
Course: Fashion & Lifestyle Branding
Ideal if you…
-Already work in a company or are looking to elevate your knowledge
-Already have a background in communications or want to enter the sector
-Want to become an expert in all areas of branding
-Are interested in creating a brand from a communications and design perspective
-Want to understand what brands mean by creating experiences
-Are interested in creating strong narratives for brands
All three courses have a duration of two months and are certified by ELLE and Mindway Liberal Studies, they are also both combinable to complete Expert Certificates, and are complementary depending on the focus you want to take in your career. Hurry up and sign up to your favorite one before the enrollment period ends!
What is the Right Career Path for You? (Fashion Edition)
Love fashion but simply don’t know which career path to follow? Today we want to help you decide with this short questionnaire between three growing professions in the fashion industry, Influencer Marketing, Image Consultant and Personal Shopper, and Fashion and Lifestyle Branding. Find out your calling!
QUESTIONS
1. Do you love to dress up?
a. Yes! Duh! Got a different outfit for EVERY occasion!
b. Yes! I especially like wearing the latest trends
c. I am more interested in the fashion business than dressing up
2. What advice do your friends usually seek from you?
a. They text me when they are feeling down and need a serious confidence boost
b. They always ask me for my opinion before uploading a photo
c. They always ask me what they should say when texting their crush
3. What do you often upload to social media?
a. My amazing outfits and make-up!
b. I don’t really upload anything, I mostly like to look at things
c. I upload things that I relate to whether it be clothes or designs, etc.
4. In your group of friends which role do you find yourself the most?
a. The one that gives fashion advice to all their friends
b. The one that mediates between friends
c. The one that always comes up with the plans!
5. Are you a people-person or a behind-the-scenes type of person?
a. Definitely a people-person
b. I can alternate
c. I rather be behind-the-scenes
6. What part of a photoshoot do you think is the most fun?
a. Choosing the styles the models have to wear
b. Connecting brands with the right models
c. Making the set of rules for the style of the shoot
RESULTS
Mostly A’s: You love to lift people up, and also have a great passion for fashion these are the two main qualities needed to be an amazing image consultant! Use your natural gifts to help others look like the best version of themselves with our Image Consultant and Personal Shopper short course.
Mostly B’s: You love the fashion world, but have no need to be the trendsetter or center of attention, although you do enjoy dealing with people and enjoy connecting people, for this reason you should delve into the world of Influencer Marketing.
Mostly C’s: You love fashion, but in general you also just love lifestyle and creating a mood or an aesthetic, you also would rather be where the magic is made but not seen, for this reason Fashion and Lifestyle Branding will be the course to help you be in a career path you would enjoy.