Universitat Internacional de Catalunya
Fashion and Trends Communication
Teaching staff
Office D-B603
Introduction
The subject tries to approach and provide an initial specialization to students who are interested or want to dedicate themselves in the future to fashion communication and marketing. Through classes and practices + visits / guests, they will acquire the basic knowledge required to awaken the desire for greater specialization for those who see their professional future in this field.
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.
We will also reflect on the implications between this industry and a more sustainable world concerned about the impact on the environment and people's health.
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.
Competences/Learning outcomes of the degree programme
- 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
In blended
- Master classes will be combined with practices and/or workshops.
- Guests will be invited and visits outside the university will be part of the subject
- Students must write a final paper to be presented at the Sustainability Workshop, organized by UIC Barcelona.
Evaluation systems and criteria
In blended
1st Call - Assistance and participation in class: 10% - Exercises / Workshops in the classroom: 60% - Final paper: 30% 2nd Call Exam (100%) The final paper mark will be kept (30%) and the exam mark will provide the remaining 70%
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 (*)
(*) In Biblioteca UIC
ARTICLES OF INTEREST
1. Branding de moda estratégico
2. Las macrotendencias 2019 según WGSN, Inspiramais y Getty
3. Cómo presentar tu marca de forma cautivadora
4. Cómo crear una marca reconocida en el mercado de la ropa vaquera
5. 10 tendencias de comsumo globales en el 2020
6. Qué contenidos tienen más interés para los medios especializados en moda
7. Dentro de las tripas de INDITEX: así funciona el cerebro de ZARA