Interview Carol Ott about IED Education


Carol Ott about 

IED Education


We continue a series of interviews about education in the IED (Istituto Europeo di Design). Carol Ott - winner of the Young Contest Design . Together with the victory, Carol got an excellent opportunity - training at the best design institute in the World - in IED (Istituto Europeo di Design)
Carol from Estonia and she shared with DESIGNERS.UA how studying at the IED changed her life.


Did you expect to win the competition?
I had no expectations when I went to Ukraine. It was even a blessing for me that I won the competition in Estonia. But getting from Estonia to Ukraine with my collection. I could not be happier to be there with together talented designers from all over the Europe. 
How did you become a participant in the International Young Contest  Design?
I won a competition in Estonia called Estonian Fashion Festival. The grand prix of the competition was a golden ticket to IYDC in Ukraine.

Please tell us about the collection that was presented during the competition?
The collection KÕIK ON TROIS! was inspired of the life of my parents home island. The island itself is really small and there is 69 people living on there through year. It is amazing to see how creative people get when they don't have luxury to go to shop if they need something. Usually everything that is found at home or by the sea will be used to create something that is needed at a moment. This way of thinking should be more common in todays world where we just produce without even using it all. It is always easier to get a new one rather than make good use of old.  So in the collection I used differen recycling methods. Like flower shop throwaway flowers(what I dried and laminated on clothes), leftover fabrics for clothes making and even leftover Estonian water forces uniforms to create a unique pieces.

Were you happy with the opportunity to study at the IED?
Yes, I was really happy about the opportunity to study in IED. I had heard good things about the courses from my fellow students in university.

What is the difference between the training system in the IED and the  training you have encountered before?
It is a bit difficult to say because before I have been in more creative circumstances since while doing art the learning process has to be creative and really hands on. But I liked that even if marketing is more sophisticated and serious the training still included hands on activities and visiting different places. I really think it helps to memorize better all the things that are learned thorugh classes.

What approach did the teachers in IED use?
Different teachers had different approaches. There were included lectures, group works, sightseeings, museum vists, working outdoors. A good combination of different things.

What did you learn at the IED?
Mostly I learned how to notice different aspects of market. Different business systems need different approach on marketing. You need ta make sure to WHO are you offering your products/services and react according to costumer needs. 

What do you remember the most from your training?
The most rememberable was a lecture with Serena Sala. Such italian temperament and wise words about how life/marketing works in todays society. With the 3 hours lecture she changed my world. 

Why did you choose marketing?
It was a difficult decision to choose actually. Since I am a designer then the design workshops seemed really intresting. Also the trend forecasting was tempting since I have heard so much good about it but eventually I chose marketing since I want to go further with my brand. Marketing is the most important thing when you want to sell something.

What are the most important tools that you identified for yourself in  the learning process and are you still using them?
The most important tool was to realize what are the needs of different age groups. So I could offer them what they want. Conclusively - to realize how the marketing works. I am still using the knowledge and will do it also in the future. Hopefully then even more skilled.

Have your views on brand development changed after studying at the  IED?
Yes my views on brand development have changed after IED. Now I have some extra skills in my pocket to use for the future.

What do you advise to people who are considering studying in Europe?
Studying abroad is really important. Not only the study systems are different in other countries but also the community is different. It is a really important aspect of life to see how people with different culture live. It really opens your eyes and helps you with your future decisions in work, inspiration for life etc. So when you study abroad, see different places, talk with people, eat local food and look local art and architecture. All this gives you the best experience while studying abroad.

Tell us how are you developing the brand after studying at the IED?
My goal is to finish my web page. Also continue with my own brand instagram and use different learnt strategies in there. Make new collections and start re-producing them in small quantities. I want to get to more people with my brand.

Do you plan to work more in Estonia or abroad?
Right now my plan is to work in Estonia but I am planning on doing a internship abroad and on some day have brances abroad with my brand.

Creativity and business - how to combine these two concepts for a  successful brand?
This is a really difficult combination actually. Because business means more selling more mainstream stuff. But I think it is important to be as creative as you are. Create a community around you who respects the beauty of difference and the business follows if you are doing the right things. It is important to be consistant and think to who are you selling the creativity.

Your recommendations to novice designers and those who want, but have  not yet decided, to be a part of the Fashion industry.
If you are not sure if you want to be in this industry then this place is probably not for you. The fashion industry is quite rough and if you don't have anything to say(with your brand or crativity) then it will not work and it will be a big suffer. Being part of fahsion industry is only possible when you love what you do.