New Communication Strategies in Fashion

cristóbal balenciaga museoa

As a socio-cultural and industrial phenomenon, fashion is intrinsically linked to the communication with which it combines in order to be able to develop, reach its target audiences and, finally, constitute itself as the expression of a certain culture and period. This association evolves parallel to the social and cultural changes of which both, fashion and communication, are a part. Just as the landmarks of couturier Balenciaga used the means of their day to reach the society of the time, today’s fashion houses must join forces with the most innovative and effective communication and promotion tools of the moment to convey their values and products and to therefore, to compete in a constantly changing and growing market.

The online universe and the consumer habits it entails are changing communication in the fashion sector, revealing an obvious tendency towards digitisation in all of its processes and growing interaction with the consumer. Today the latter plays an active and key role in the communication-consumption nexus, meaning that, for an effective dialogue to exist, the fashion brands must convey to their consumers significant concepts and values using specialised digital contents. The consumers’ geographies, identities, cultures, needs and desires have multiplied, bringing with them a constantly growing commercial field. Thus, in order to be able to make their mark in the maelstrom of information and competitors, and to succeed in raising interest, and, in the best of cases, earn consumer loyalty, companies must adapt, using communication strategies which combine offline-online resources and means, applying constant creativity and innovation in regard to contents and image.

Presentation

A To learn essential aspects of communication in the context of today’s fashion world, from a multidisciplinary angle – sociological, cultural and visual – in keeping with the complexity of this expression.

B To learn the keys to critical discernment of the values that a fashion brand is capable of conveying and methods for analysing, adapting and more effectively communicating them to their target market or consumer.

C To provide knowledge on the different processes involved in communicating fashion – creation of concepts, imagery, printed and online media, actions, events, etc., and the professional spheres which work around them.

D To teach essential technical and operational skills by means of practical work on the theoretical bases developed during the course.

Objectives

Programme

The course aims to explain and take a deeper look at advanced and effective communication strategies adapted to the socio-cultural context and to today’s fashion market. It will take a specialised view of the said context and will provide essential skills for analysing specific cases, conceptualising specific actions and managing their development and results.

The course programme, spread over two days, will combine framework papers and a workshop given by three experts, addressing theoretical contents, case studies and practical exercises.

28 JuneWelcome aND DocumeNts

course PreseNtatioN By Miren Vives, director of the Cristóbal Balenciaga Museoa, Yon and Xabier Martínez-Jauregi, head of Estudio yox, the course director, Mikel Mendarte, director of the Kutxa Kultur programme, and Euken Sesé, manager of Fomento de San Sebastián. The presentation will explain the course objectives and contents.

lecture

Câline Anouti New communication strategies in fashion. This presentation will offer a contextualization of fashion communication today analysing the diversity of new offline/online strategies that coexist within the fashion industry: fashion branding, public relations, events and experiences, fashion film, digital and printed editorials, point-of-sale communication, digital content creation, social media, etc.

09:15–09:30

09:30–10:00

10:00–11:30

Programme

12:00–13:30

16:00–17:30

10:00–14:00 /

15:30–18:30

lecture

Becky Smith Creating fashion images with today’s media. This lecture will examine how ‘traditional’ and recent media

– printed fashion photography and magazines, tv/online adds, experiential projects, fashion films, online social content, etc. — communicate fashion brands today. With a creative focus, and based on examples of particular projects, it will provide insights about the use of this media and effective ways of adapting the dna of fashion brands through them in order to gain awareness and engagement.

lecture

Isabel Fernández de Córdova Miralles The challenges of online communication for fashion brands.This lecture will look at changes in the communication of fashion brands, obliged to adapt the traditional offline system to the digital scenario. The characteristics of the Internet and the appearance of new environments such as social media have forced these brands to revise their communication paradigms. The results are new initiatives tending to connect both spheres, physical and digital, and which reinterpret from a new angle traditional tools such as the catwalk, the iconic products, the history, influencers and advertising of these brands.

29 JuneWorKsHoP

Isabel Fernández de Córdova Miralles Fashion brand storytelling and its adaptation to new communication environments.This workshop will reveal the bases of fashion brand storytelling, analysing specific cases of its implementation both offline and online. The aim is to understand the peculiarities of the different communication tools, enabling participants to apply what they have learned to their personal communication plans.

cÂliNe aNouti (Beirut, 1975) Marketer, consumer trend Journalist and Senior Lecturer specialising in fashion. She holds a degree in ba (Hons) Fashion Promotion from the University of Central Lancashire. She has obtained a master's degree ma in International Marketing Communications from London Metropolitan University and another Master's degree ma in Marketing Communication Strategies from the Groupe École Supérieure de Commerce et de Management escem in France. She also completed a postgraduate certificate in Academic Practices pgcert from the Manchester Metropolitan University. As a lecturer, she teaches at various universities such as The University of Westminster, where she's a Course Leader and senior lecturer for the ba (Hons) Fashion Marketing and Promotion (2012-present); Istituto Marangoni, where she's a senior tutor in Fashion Marketing, London, 2011-present. Previously, she has also taught at London Metropolitan University (Senior Lecturer in Fashion Marketing and Communication, 2010–2015.); University for the Creative Arts (Sessional Lecturer in Fashion Marketing, Epson, 2011–2012). As a professional within the fashion industry, she worked for a decade as a consumer trend journalist at the international trend forecasting company wgsn and thereafter moved into the fashion marketing field as public relations and marketing manager at the Danish fashion group Bestseller that include the brands Vero Moda, Jack and Jones, hay, Selected Homme and Femme. She is the co-author of the book Promoting Fashion (Barbara Graham and Câline Anouti. Laurence King Publishers), that will be launched in August, 2018.

becKY smitH (Stoke-on-Trent, 1977) Art director with experience across multiple media platforms: graphic design, filmmaking and digital content creation. Her resume features editorial and commercial clients that include Condé Nast, Chanel, Dior, Louis Vuitton and Nike. Becky Smith graduated with a first-class degree in graphic design from Salford University, Manchester, in 1998. After working as graphic designer for titles including i-D, Harper’s Bazaar, Elle and Wallpaper*, she worked alongside the photographer and creative director Robin Derrick at British Vogue, before founding the magazine Lula, in 2004. In 2009 she launched Twin, arts and fashion magazine with online content published at twinfactory.co.uk. In the same year, Becky set up Twin studio, an independent creative consultancy for fashion and art brands. Her client roster includes Stella McCartney, Whistles, John Lewis, Louis Vuitton, Dior, Rimmel, asos, Ferrari, L’Oréal, Levi’s. Currently heading up Twin.studio, she has also collaborated with advertising agencies such as: Spring Creative, working with brands such as Max Mara and Acquascutum; akqa, art-directing Nike Sportswear and Forevermark campaigns; rkcr/y&r, consulting on the Chanel Eau fragrance launch. In the field of education, she has lectured at Chelsea College of Art & Design and Shillington College; she is a regular guest speaker at the Condé Nast College of Fashion and at the creative hub It’s Nice That. Becky is also one of the creative directors guiding students on the Mastered programme directed by the French director, art director and editor Fabian Baron.

Speakers

sPeaKers

isabel FÉrNaNDeZ De córDoVa miralles (Madrid, 1975) Combines her professional work in the field of beauty, luxury and premium fashion brand communication with teaching and research in the subject. Has a Degree in Law and a phd in Information Science obtained at the Complutense University in Madrid. For fifteen years she has worked in the communications and public relations departments of luxury and premium fashion brands, specifically with the French group lvmh and with Spain’s Bimba y Lola, among others. She is currently a consultant specialising in communication for lifestyle brands. In her facet as a teacher and researcher, she has concentrated her line of research on the evolution of brands and communication media in the online environment. She is a professor of the Fashion Communication and Management diploma course at the Centro Universitario Villanueva and of the Telva & Yo Dona ma in Fashion and Beauty at the San Pablo ceu University. She is also a member of Valladolid University’s Observatorio de Tendencias, Moda y Modos (obtem) and was formerly a member of the organising committee of the Fashion and Communication Workshops run by the cgm at the Museo del Traje in Madrid, where she regularly participated as a speaker. She is the author of the book Comunicar la moda en Internet. Medios, marcas, influencers y usuarios. (Communicating fashion on the internet. Media, brands, influencers and users. Editorial uoc. 2017). Her doctoral thesis is entitled Estrategias de Comunicación online de las marcas internacionales de lujo en el sector de la moda (Online communication strategies of international luxury brands in the fashion sector).

organised by Directed by

Dates

28 and 29 June.

Place

cristóbal balenciaga museoa, getaria.

laNguage

spanish. lectures in english will be provided

with a simultaneous translation service.

ParticiPaNts

the initiative is intended for students and

professionals in the fields of communication,

marketing and fashion, and all those interested

in learning or expanding their knowledge of

fashion communication.

Number oF ParticiPaNts

the course offers two forms of participation:

— Day 1. Participation in the lectures.

46 places are available.

— Days 1 and 2. Participation in the lectures

and workshop. 20 places are available.

Places will be assigned in strict order of

registration for either of the two options.

registratioN Fee

Participation in the lectures on day 1:

40 ¤ (until 27 may)

55 ¤ (from 28 may)

Participation in the lectures and workshops

on days 1 and 2:

75 ¤ (until 27 may)

95 ¤ (from 28 may)

Places limiteD

ParticiPaNts must register oN

www.uik.eus/es/nuevas-estrategias-en-

comunicacion-de-moda

coNtact

t +34 943 004 777

info@fbalenciaga.com

collaborators

Information

aldamar Parkea 6

20808 getaria – gipuzkoa – españa

t 943 008 840

info@cristobalbalenciagamuseoa.com

www.cristobalbalenciagamuseoa.com

biarritz — 71km

bilbao — 81km

Donostia / san sebastián — 25km

iruña-Pamplona — 97km

Vitoria-gasteiz — 83km

gPs

43° 18’6.92’’ N

2° 12’ 18.77’’ W

cristóbal balenciaga museoa