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This course will introduce the most important Branding concepts in the fashion sector with practical applications of branding strategies to the market.

Introduction to DigiMooD for CCIs

This MOOC is one of the 6 MOOCs regarding the Eu project “DigiMooD”, aimed at developing and testing the offer of a set of innovative and interdisciplinary educational modules in “Digital Entrepreneurship for the Creative Industries”, with a specific application to the Fashion Industry, its companies’ branding, narrative strategies and the digital service models.

See the full series

Course description

The course is part of a DigiMooD MOOCs.
It gives an overview of Branding concepts in the fashion sector both tackling theoretical fundamentals related to the nature of fashion and the relevance of semiotics in branding and practical applications of branding strategies to the market, considering how digital tools and platforms are reshaping the processes.

Furthermore, it explains which are the main goals and priorities of creating and delivering the right contents through the target media to convey tangible and intangible brand values. Novel approaches offered by emerging technologies, supporting the efficiency and effectiveness of branding strategies are discussed.

After taking this MOOC you’ll be able to understand the specificities of Content Branding in the fashion sector, to identify and apply basic theoretical pillars to contemporary strategies based on storytelling and engagement on social media platforms.
This Series of MOOCs is one of the main results of the DigiMooD project.

The European Commission support for the production of this publication does not constitute an endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

This Series of MOOCs is one of the main results of the DigiMooD project, whose partners are:

  • Politecnico di Milano (POLIMI) - Milano, Italy
  • Fondazione Politecnico di Milano (FPM) - Milano, Italy
  • Institut Francais de la Mode (IFM) - Paris, France
  • European e-Skills Association AIBL (EeSA) - Brussels, Belgium
  • Mammut Film Srl (MammutFilm) - Calderara di Reno, Italy
  • Fashion Technology Accelerator Srl (FTA) – Milano, Italy
  • Associazione Industriale Lombarda dei territori di Milano, Lodi, Monza e Brianza (Assolombarda) – Milano, Italy
  • Enti COnfindustriali Lombardi per l'Education Soc. Cons. a R.L. (ÈCOLE) – Milano, Italy

digimood polimi fpmifm fta assolombardia école e-skills mammutfilm

Intended Learning Outcomes

By actively participating in this MOOC, you will be able to:

Week 1

  1. define the nature of fashion, highlighting the relevance of semiotics to approach brand management;
  2. recognize the main elements at the basis of fashion branding;
  3. understand how design acts in shaping brands’ aesthetics;
  4. understand how brand management applied in the design process can harmonize brand identity to the need for continuous change.

Week 2

  1. deepen the impacts digital transformation has in shaping new branding strategies;
  2. differentiate the concepts of product and service systems;
  3. create branded contents and strategies to reach a wider audience and to implement customer experience.

Week 3

  1. identify the relevance of social media platforms for fashion branding;
  2. identify the main steps to deliver a social media strategy;
  3. recognize new frontiers of social media marketing for fashion brands.

Week 4

  1. define what is a brand identity;
  2. know what is a brand and how it can be defined;
  3. discover the main assets that could be used to create a strong visual identity.


No formal knowledge is required.


The forum of this MOOC is freely accessible and participation is not guided; you can use it to compare yourself with other participants, or to discuss course contents with them.

Topic outline

  • Week 0 - Introduction to the course

    Not available unless: You are a(n) Student
  • Week 1 - Branding Fashion in Industries

    Week 1 is aimed to offer foundations of fashion branding, understanding how design can play a crucial role in shaping branding strategies.

    Not available unless: You are a(n) Student
  • Week 2 - Emerging Branding Strategies in Digital Landscapes

    Week 2 is related to design branding strategies according to emerging paradigms and to the typology of contents to be delivered.

    Not available unless: You are a(n) Student
  • Week 3 - Branding through social media engagement

    Week 3 tackles key aspects of social media strategies for fashion brands, with references to digital disruption and data driven trends, as well as basic metrics for social media marketing.

    Not available unless: You are a(n) Student
  • Week 4 - Branding design within multichanneling strategies

    Week 4 deepens the concept of designing and communicating the brand identity through visual and tangible features such as graphic, retail and event design. moreover, you will analyze how brand identity relates with new technologies.

    Not available unless: You are a(n) Student
  • Additional resources


Your final grade for the course will be based on the results of your answers to the quizzes you will find at the end of each week (Weekly Quizzes). You have unlimited attempts at each quiz, but you must wait 5 minutes before you can try again. You will have successfully completed the course if you achieve 60% (or more) of the total course score. The maximum score possible for each quiz is given at the top of the quiz. You can see your score in the quiz on your last attempt or on the 'Grades' page.

Certificate of accomplishment

You must be registered in POK through Politecnico di Milano personal account to obtain the Certificate of Accomplishment. It will be released to anyone who successfully completed the course by achieving at least 60% of the total score in the assessed quizzes and filling the final survey. 

You will be able to download the Certificate of Accomplishment directly from Politecnico di Milano web services.

The Certificate of Accomplishment does not confer any academic credit, grade or degree.

Information about fees and access to materials

You can access the course completely online and absolutely free of charge.

Course faculty

Paola Bertola

Paola Bertola

PhD in Design, is Full Professor at Politecnico di Milano, Design Department, where she coordinates the PhD Program in Design. She is cofounder of Fashion in Process (FIP) research collective and Faculty Member of the School of Design, Politecnico di Milano, where she teaches in BA Fashion Design program and in MSc Product Service System Design Program. Her research focuses on creative processes, design management and branding, and design research within “culture intensive” industries. She is an author of several international publications and consultant on didactic and research activities for Italian and foreign institutions and companies. She was twice awarded with the Compasso d'Oro Price (2001 and 2011) for her research activities.

Valeria Iannilli

Valeria Iannilli

Architect and Associate professor at Politecnico di Milano - Design Department, where she is part of the “Design and Innovation Cultures” research subsection. She is President of the Fashion Design Programs (Bachelor and MSc) at School of Design, Politecnico di Milano and co-founder of FIP|Fashion in Process, Design Research Laboratory of Design Department/Politecnico di Milano. Her research interests concern retail design processes as the expression of the identity of a company to promote the construction of an active dialogue with users’ communities.
She is expert of retail design and management of narrative processes as place of cultural exchange in “culture intensive” industries. She developed didactical and research projects for national and international institutions and author of international publications and consultant in didactic and research activities for Italian and foreign institutions and companies.

Vittorio Linfante

Vittorio Linfante

Art Director and Professor of Fashion Design, Branding, Communication Design, Curation at the Politecnico di Milano, University of Bologna, Polidesign and Milano Fashion Institute. Curator — together with Paola Bertola — of the exhibition “Il nuovo vocabolario della moda italiana” at the Triennale di Milano (November 2015 – March 2016).

Fabrizio Pini

Fabrizio Pini

Fabrizio Maria Pini, PhD is Director of the International Master in Luxury Management and adjunct professor in marketing and Communication at Mip, Politecnico di Milano Milano. He is lecturing in Fashion Design Management at Design faculty, Politecnico di Milano. Fabrizio is lecturing and consulting for different organizations in Italy and across Europe He has been adjunct professor at The University of Colorado, Colorado Springs and senior international lecturer at University of Applied Science, Vorlarberg, Austria (FHV) and is currently International Faculty member at Hochschule ver bayerischen Wirtschaft, Munich, Germany (HDBW). His research interests concern business model innovation, digital marketing and brand policies. His most recent publications are Rigaud-Lacresse, E., Pini, F.M. (eds.), Management du luxe : opportunités et challenge de demain, Vuibert, Paris, 2019; Pini, F.M. and Rigaud-Lacresse, E. (eds.), The New Luxury: Creating Sustainable Value for Luxury Companies, Palgrave McMillan, London, 2017; Pini, F. M.; Quaquarelli, B.. Organisational and Marketing Challenges in Designing and Implementing an Omnichannel Strategy for Luxury Fashion Brands. In: Digital Marketing Strategies for Fashion and Luxury Brands. IGI Global, 2018. p. 89-107.

Angelica Vandi

Angelica Vandi

PhD Candidate in Design and MSc in Design for the Fashion System, she is following the development of the DigiMood for CCIs European founded project. During her University career, she participated in the Design Management joint program with Jefferson University, Philadelphia. Her research aims at applying data analysis and network science to fashion design, enhancing transparency and lean communication throughout the value chain.

Contact details

If you have any enquiries about the course or if you need technical assistance please contact For further information, see FAQ page.