In the event that the health authorities announce a new period of confinement due to the evolution of
the health crisis caused by COVID-19, the teaching staff will promptly communicate how this may effect
the teaching methodologies and activities as well as the assessment.
The course aims to bring students to the work of different professionals specialized in fashion communication and marketing, in order to acquire the basic knowledge required and awaken the desire for greater specialization in those who see in this field their professional future.
On the other hand, and since the fashion industry goes beyond "selling clothes", awareness will be raised about the total phenomenon and its changing reality, as well as about the lifestyles it proposes and its repercussion in the construction of our environment and the personality itself.
Pre-course requirements
The class will be divided into 2 Groups (A and B), which will be present alternatively by weeks.
Students must have a computer to interact in class with classmates who are at home, through the Collaborate platform that they will find in Moodle.
They must be able to present group papers both physically and remotely.
Objectives
1. Contextualize the current situation of fashion in its historical evolution, as well as the particularities of its operation, economic and market context, etc., to acquire a global and integrative vision of the sector.
2. Acquisition of knowledge about how trends emerge and their influence on the configuration of people and lifestyles.
3. Learning strategies, public and communication and marketing tools (off and on line) used by fashion brands.
4. Raise awareness about the sustainable and responsible consumption of fashion, as well as its influence on our environment and on people.
Competencies
05 - The ability to learn autonomously
07 - The ability to work in a group
11 - The ability to make judgments and well-argued critical assessments
26 - The ability to coordinate yourself and /or work together to / with a team
29 - The ability to contextualise and critically analyse the products of the audiovisual industry
30 - The ability to contextualise and critically analyse current events
48 - The ability to understand and apply the expressive possibilities of new technologies
83 - The ability and capacity to give form to a creative message
87 - The ability and capacity to use technology and communicative techniques
Syllabus
1. Fashion phenomenon and communication. Sector overview
2. A brief tour through the history and culture of fashion. The great designers
3. Fashion, personal identity and lifestyle
4. Fashion industry
- Typology of fashion design
- Production systems
- Fashion groups
5. Fashion and sustainability
- Fashion and enterpreneurship
6. Strategy, formats and communication channels
- MKT strategy and communication
- Somes special communicatives tools
- Fashion events. The fashion weeks
- The customer offline experience. Flagship Stores
- Influencers' role
- Mass communication and fashion
Teaching and learning activities
Evaluation systems and criteria
Bibliography and resources
Díaz S., Paloma (2014). Comunicación y gestión de marcas de moda. Madrid: Gustavo Gili.
Del Olmo, J.L.; Paricio, M.P.; Sánchez, M. (2018). Marketing y Comunicación de Moda, Lujo y Lifestyle. Madrid: CEU Ediciones (*)
Lipovetsky, Gilles (2011). El imperio de lo efímero. ANAGRAMA (*)
Olmo Arriaga, José Luis (2005). Marketing de la moda. Pamplona: EIUNSA.
Posner, H. (2011). Marketing de moda. Barcelona: Gustavo Gili. (*)
Salcedo, Elena (2014). Moda ética para un futuro sostenible. Madrid: Gustavo Gili (*)