Estas actas del congreso son el resultado de uno de los primeros eventos académicos de su naturaleza que se celebran a nivel mundial y que aborda la moda desde la perspectiva de las ciencias de la comunicación, incluyendo, en un sentido amplio, los estudios del patrimonio cultural y el marketing. Los capítulos presentan un trabajo interdisciplinario teórico y empírico sobre cómo diversas prácticas de comunicación impactan la industria de la moda y las prácticas y valores sociales relacionados con la moda. El enfoque especial de este volumen es cómo la transformación digital está cambiando el campo y su utilidad para los profesionales. Utilizando estos conocimientos académicos, los profesionales pueden comprender las causas y razones fundamentales de las tendencias y desarrollos en el campo de la comunicación y el marketing de la moda. [traducido con Google]
These conference proceedings are the output of one of the first academic events of its nature happening globally, targeting fashion from a communication sciences perspective, including, in a broad sense, cultural heritage studies and marketing. The chapters present theoretical and empirical interdisciplinary work on how various communication practices impact the fashion industry and on societal fashion-related practices and values. The special focus of this volume is how digital transformation is changing the field and its utility to practitioners. Using these academic insights, practitioners can understand the core causes and reasons for trends and developments in the field of fashion communication and marketing.
Omni-channel Retailing in the Fashion Industry: Its Definition and Implementation
págs. 3-15
Digital Fashion Competences: A Longitudinal Study
Tekila Harley Nobile, Nadzeya Kalbaska, Rafael Almeida de Oliveira, Lorenzo Cantoni
págs. 17-28
págs. 29-40
Symbolic “Entrance” Effects of IoT: Portable Cosmetics Commerce behind the Deep-Link of web.3.0—A Case Study of Social Media Platform Store
págs. 41-52
Olga Sironi, Jonathan Rösler, Nadzeya Kalbaska, Thomas Friedli
págs. 53-62
Mediatization: Understanding the Rise of Fashion Exhibitions
págs. 63-74
págs. 77-90
Virgil Abloh’s Contemporary Discourse: An Academic Approach to His Communication Strategies
Carmen Baniandrés Gómez, Maria Rufat Jové, Laura Martin Escanciano Fernández, María Villanueva Cobo del Prado
págs. 91-101
Advertising Format Evolution in Fashion Brands’ Communication: Contagious Case Study 2010–2020
Cristina Sánchez Blanco, Jorge del Río Pérez, Marta Torregrosa Puig, Elena Luisa Sanjurjo
págs. 103-115
Millennials and Fashion: Branding and Positioning through Digital Interactions
Joan-Francesc Fondevila-Gascón, Pedro Mir Bernal, Patricia SanMiguel, Teresa Sádaba Garraza, Silvia Pérez Bou
págs. 117-128
Digital Fashion Exhibition: Salvatore Ferragamo Museum and Google Arts & Culture
págs. 129-142
Harper’s Bazaar en Español (1967): The Failed Attempt to Start a Spanish Edition of Harper’s Bazaar in the 1960s
págs. 143-153
Adolfo Domínguez: The Role of Sustainability on the Social Media Engagement in 2020
págs. 157-172
Label Conscious: Communicating Verifiable Sustainable Impact by Labelling Garments with Smart Technology
págs. 173-186
págs. 187-204
págs. 205-217
100 Years of Fashion Activism: From the Women’s Suffrage Movement to the US 2020 Elections
págs. 219-236
págs. 237-249
Intercultural Crisis Communication on Social Media: A Case from Fashion
págs. 251-264
Intangible Heritage: The Change of Significance of Hungarian Embroidery over Time
págs. 265-277
Grunig’s Two-Way Model in the Fashion Films of Chanel N° 5: The Film and the One that I Want
págs. 281-293
The Revival of Heritage Fashion Houses: Brand Identity in the Digital Era
págs. 295-307
Luxury Fashion Storytelling: Branding Performance on Instagram
págs. 309-320
Fashion Stories in Rome: Place-Making Narratives Within Fashion Branded City Guides
págs. 321-337
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