Universitat Internacional de Catalunya - Barcelona

Fashion and Trends Communication

• code 12389
• course 4
• term Semester 1
• type op
• credits 6

Main language of instruction: Spanish

Head instructor

Dra. Elisa REGADERA - eregadera-alumni@uic.es

Office hours

Office D-B603

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.

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 society, people and lifestyles.

3. Learning strategies, channels, 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.

• 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

1. Approach to the current fashion scene. Importance of communication and adaptation to change. Key concepts

2. Fashion as a total phenomenon. Fashion, person and lifestyle 

3. A brief tour through the history and culture of fashion

4. Fashion industry. Situation in Spain

5. Sustainable fashion

6. Typology of fashion design and production systems

7. Orientation to the public

8. Integrated marketing communications in fashion

9. Strategic communication and fashion marketing planning

10. Fashion communicative formats and channels (Offline and online)

11. E-commerce and m-commerce in fashion and new sales and distribution trends

12. Costumes and styling in cinema and TV

• 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

8. Consejos de comunicación para empresarios y directivos del sector de la moda que desean potenciar su marca personal

9. Los 10 mejores Fashion Films de la temporada