Universitat Internacional de Catalunya
Fashion and Trends Communication
Teaching staff
Office D1-B600
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. In this course, through various learning methodologies, 11 (out of 17) SDGs that affect the Fashion industry are addressed:
SDG 3 Health and Well-being
SDG 5 Gender equality
SDG 6 Clean water and sanitation
SDG 7 Affordable and clean energy
SDG 8 Decent work and economic growth
SDG 9 Industry, Innovation and Infrastructures
SDG 12 Responsible consumption and production
SDG 13 Climate Action
SDG 14 Life below water
SDG 15 Life of terrestrial ecosystems
SDG 17 Partnerships to achieve the goals
Pre-course requirements
Objectives
1. Contextualize the current situation of fashion in its historical evolution, as well as the particularities of its productive system, 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, socitey 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 on the three dimensions of sustainable development: social, economic and environmental.
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
Learning outcomes of the subject
Students will be able to work in communication and marketing of fashion brands, with basic knowledge about: production processes, designers, communication tools (especially in social networks) and sustainability in this industry.
Those who do not wish to work in the sector will acquire knowledge and experience that they can apply to the sector in which they decide to work.
This subject will have an extensive complement of specialization in the new Master in Communication, brand management and Sustainability that will begin on September 2022 at UIC Barcelona.
Syllabus
1. The phenomenon of fashion and its communication. Current overview of the sector
2. Tour through the history of fashion. The great Designers.
3. Trends and lifestyle
4. The fashion industry
- Fashion design typologies
- Production systems
- The large Fashion groups
5. Fashion and Sustainability
- Supply chain (cooperating work)
- Phenomenon analysis
- Towards the circular economy
- Sustainability workshop
6. Communication formats, tools and channels
- Integrated MKT communications
- The work of the communication department / communication agency, for a fashion brand
- The fashion event. Fashion weeks
- Omnichannel (360% experience). The Flagship Stores
- Influence Marketing
7. Influence of cinema on Fashion. Clothing and styling of fashion (in film, television and platforms)
Teaching and learning activities
In person
- Master classes are combined with practices or workshops, as well as readings of articles or Reports of interest for study by the students on the portal.
- We will have several guests and there will be a visit outside the University.
- Students doing a final project that they will present at the Transversal Sustainability Workshop, organized by UIC Barcelona.
Evaluation systems and criteria
In person
1st call - Internships: individual or in groups (face-to-face and online): 60%. Includes attendance and participation in class - Final project (sustainability workshop): 40%. The Practices will be evaluated on the total of the expected score. Those who do not attend the presentation, but have contributed to the work, will have 50% of their group's grade. 2nd call - Exam (100%) - The note of the Final Work may be kept in case of having presented (40%) and the exam will suppose the remaining 70%.
Bibliography and resources
- Díaz S., Paloma (2014). Comunicación y gestión de marcas de moda. Madrid: Gustavo Gili.
- Bosch, M. El poder de la belleza. EUNSA.
- 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
REPORTS AND ARTICLES OF INTEREST
1. Global Fashion Drivers 2022
2. Mentalidades del consumidor 2023
3. Tendencias Moda 2023: ¿Qué es lo que viene?
4. El Mapa de la Moda 2022: Facts & Figures
5. Shaking Sustainability 2022
6. Informe de la Moda online española
7. Marketing y Comunicación de Moda
8. Cómo las nuevas generaciones están volviendo a los peores hábitos del ‘low-cost’ más feroz