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More and more companies are choosing to tell their story through the creation of archives and museums, with the aim of consolidating a specific positioning and identity on the market.
In this complex process, the fashion archive assumes strategic importance for the marketing sector because it preserves the material and immaterial values of the brand and testifies the roots and successes that have made it recognizable over time, allowing it to reap the fruits of greater social and business reputation.
F.FRI dedicates the fourth module of the Fashion Archives course to marketing applied to heritage, discussing the best positioning strategies, from rebranding to launching new products that draw inspiration from the past.
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HERITAGE MARKETING FOR BUSINESS
with Marco Montemaggi, Museimpresa Advisor, Heritage Marketing Manager and Professor
Corporate archives and museums constitute the main institutional forms of valorising the memory and the material and immaterial legacy of a company. Through two important case studies, we will explore the affinities and differences between a brand and a foundation, highlighting their characteristics and objectives in relation to the commercial or non-profit paths of the properties.
THE ENHANCEMENT OF HISTORICAL HERITAGE: BUSINESS MUSEUMS
with Gabriele Monti, Professor at IUAV University of Venice for the Degree courses in Fashion Design and Fashion
Corporate archives and museums constitute the main institutional forms of valorising the memory and the material and immaterial legacy of a company. Through two important case studies, we will explore the affinities and differences between a brand and a foundation, highlighting their characteristics and objectives in relation to the commercial or non-profit paths of the properties.
FINAL WORKSHOP: FASHION CURATING
with Alessandra Varisco, IUAV University of Venice
The planning and organization of an exhibition are complex activities that require transversal skills: from knowledge of the needs of the materials to be exhibited, to the technical aspects of the installation, to the selection criteria of the works or the insurance practices that must be prepared for their protection. The workshop is divided into two days of interactive lessons dedicated to the case study of an exhibition, in which participants will be involved in the delicate initial phases of an exhibition of archive materials, with the ultimate goal of learning how to enhance them by communicating the correct curatorial message.
HERITAGE MARKETING FOR BUSINESS
with Marco Montemaggi, Museimpresa Advisor, Heritage Marketing Manager and Professor
Corporate archives and museums constitute the main institutional forms of valorising the memory and the material and immaterial legacy of a company. Through two important case studies, we will explore the affinities and differences between a brand and a foundation, highlighting their characteristics and objectives in relation to the commercial or non-profit paths of the properties.
THE ENHANCEMENT OF HISTORICAL HERITAGE: BUSINESS MUSEUMS
with Gabriele Monti, Professor at IUAV University of Venice for the Degree courses in Fashion Design and Fashion
Corporate archives and museums constitute the main institutional forms of valorising the memory and the material and immaterial legacy of a company. Through two important case studies, we will explore the affinities and differences between a brand and a foundation, highlighting their characteristics and objectives in relation to the commercial or non-profit paths of the properties.
FINAL WORKSHOP: FASHION CURATING
with Alessandra Varisco, IUAV University of Venice
The planning and organization of an exhibition are complex activities that require transversal skills: from knowledge of the needs of the materials to be exhibited, to the technical aspects of the installation, to the selection criteria of the works or the insurance practices that must be prepared for their protection. The workshop is divided into two days of interactive lessons dedicated to the case study of an exhibition, in which participants will be involved in the delicate initial phases of an exhibition of archive materials, with the ultimate goal of learning how to enhance them by communicating the correct curatorial message.
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