Universitat Internacional de Catalunya

Module 2: the Fashion Industry

Module 2: the Fashion Industry
4
15057
1
First semester
OB
Main language of instruction: Spanish

Other languages of instruction: Catalan, English,

Teaching staff


Dra. DE TRASTAMARA - FERNANDEZ GRAU, Noemí - ndtrastamara@uic.es

Introduction

This module provides a holistic view of the processes, stakeholders, and trends that shape the world of fashion, from initial design concepts to final retail distribution. Furthermore, the module offers insights into business strategies, creative vision, and global influences driving this vibrant and ever-evolving field.

Pre-course requirements

None.

Objectives

  • Analyze the intricate network of entities involved in fashion production and delivery, from designers and manufacturers to retailers and consumers.

  • Understand the impact of political agreements and tensions on the supply chain in a globalized world.

  • Explore methodologies for trend analysis and forecasting, understanding how consumer behavior, cultural shifts, and technological advances affect fashion cycles.

  • Investigate the role of innovation and technology in expanding the boundaries of design possibilities.

  • Examine the strategies employed by fashion brands to establish a distinctive identity, build consumer loyalty, and create emotional connections.

  • Analyze current marketing channels, including digital platforms, social media, and experiential campaigns.

  • Investigate the evolving landscape of online and offline retail channels, and the integration of e-commerce with physical stores.

Competences/Learning outcomes of the degree programme

  • To understand the fashion industry in terms of value creation and brand development.

  • To analyze brand-related pricing and how pricing strategies are formulated.

  • To understand the process from concept to product.

  • To become familiar with the main social media tools for managing and communicating a brand.

  • To identify current trends in the fashion industry.

Learning outcomes of the subject

  • To acquire a comprehensive understanding of the fashion industry, from concept to consumer.
  • Having critical thinking skills to address complex industry challenges, such as sustainability and globalization.
  • Having practical knowledge of the strategies and tools used in fashion business operations, marketing, and retail.
  • To adopt a global perspective of contemporary culture to create content targeted at diverse audiences.

Syllabus

  • Fashion Films

  • The international fashion industry system

  • Design, structure, and pricing policy of a fashion collection: luxury and fast fashion

  • Technology and 3D applied to Retail

  • Raw materials and sustainable alternatives

  • Legality and certifications

  • The fashion supply chain

Teaching and learning activities

In person



  • Masterclasses: In masterclasses, the professor not only teaches content or knowledge but also attitudes, motivation, skills, and values. The instructor shares experiences and conveys their passion for the subject, encouraging each participant to express their opinions and arguments before the rest of the students.

  • Coaching: Individual or very small-group follow-up on how students assimilate the course content. In coaching sessions, errors are corrected, doubts clarified, and exercises and activities proposed to achieve the set objectives.

  • Seminar: This activity involves an in-depth, focused study of specific topics, sometimes of particular current relevance and socially debated, through active work in small groups.

  • Focused praxis: Periodic, individual submission of exercises designed to learn theory through practice. Each exercise aims to acquire very specific knowledge tailored to the individual and to address particular gaps.

  • Meeting points: Organized encounters between students and professionals, scientists, or figures from the international sphere. These can take the form of lectures, workshops, discussions, interviews, etc.

Evaluation systems and criteria

In person



  • The module will be assessed through continuous assessment.
  • It is necessary to pass all evaluative activities in order to successfully complete the module.
  • The module’s lead instructor will design the practical assignments to be submitted — some individual and others in groups.
  • Attendance, punctuality, and active participation in all sessions will be considered in the evaluation.
  • Projects must be able to demonstrate their authenticity, and the use of AI is restricted to the points specified by the faculty. Detection of plagiarism, copying, or fraudulent use of AI will result in a grade of 0 for the activity.
To be evaluated you must attend 80% of the sessions.

Bibliography and resources

Bernard, B. (2019). Mi nombre es Greta Godoy. Editorial Planeta.

Martín Martín, P. (2014). “Fashion film: un vehículo comunicativo de lujo”. Comunicación en el XV en el Foro Universitario en investigación en Comunicación. Recuperado en https://docplayer.es/7144418-Fashion-films-un-vehiculo-comunicativo-de-lujo.html

Díaz Soloaga, P. & García Guerrero, L. (2016). “Fashion films as a new communication format to build fashion brands”. Communication & Society 29(2),45-61. https://revistas.unav.edu/index.php/communication-and-society/article/view/35923/30271

Méndiz Noguero, A., Regadera González, E., y Pasillas Salas, G. (2018). “Valores y storytelling en los fashion films. El caso Tender Stories (2014-2017), de Tous”. Revista de Comunicación. 17 (1), 316-335.

Nymoen, O.; Schmitt, W.M. (2022). Influencers. La ideología de los cuerpos publicitarios. Península.

Riezu, M. (2021). La Moda Justa: Una invitación a vestir con ética. Anagrama.

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