Fashion theory and practices - delivered in blended mode

Activity type

Discipline sociologiche e della comunicazione

SSD

GSPS-06/A

Year

1st year

Semester

1st semester

CFU

3

Hours distribution

21 classroom hours

Lecturers

ROMANA ANDO'

Activity type

Discipline sociologiche e della comunicazione

SSD

GSPS-06/A

Year

1st year

Semester

1st semester

CFU

3

Hours distribution

21 classroom hours

Lecturers

ROMANA ANDO'

This course aims at providing students with a critical understanding of branding strategies in the
fashion industry and the evolving nature of consumer experience within the contemporary media
ecosystem. It is structured in two parts:
Part I – Fashion Branding: Theories and Strategies
By the end of this module, students will be able to:
- Understand and critically evaluate key theories of branding, with specific focus on the
fashion sector;
- Examine how brand identity and brand value are constructed through narrative, visual
culture, heritage, and symbolic capital;
- Assess the impact of globalization and digitalization on brand strategy, authenticity, and
positioning;
Part II – Consumer Experience in the Digital Age
By the end of this module, students will be able to:
- Explore the transformation of the consumer in the context of post-digital culture and media
convergence;
- Analyze how immersive, emotional, and participatory experiences are designed and
delivered through media and branding touchpoints;
- Understand the role of social media, influencers, metaverses, and branded content in shaping
consumer identity and engagement;
- Critically assess the interplay between marketing, storytelling, and user-generated content in
shaping consumer-brand relationships.

At the end of the course, students will be able to reflect on branding strategies adopted in the fashion system and to plan consumption research or analyze data and reports on the fashion consumption experience, with respect to topics such as sustainability, the metaverse and the digital environments, etc.

Fashion Branding and Consumer Experience is an advanced course of Sociology of Communication and Cultural Processes (disciplinary sector SPS / 08). The first part of the course aims at providing students with a suitable theoretical framework for addressing critical reading of contemporary society, post-modern consumerism, brand communication and the media eco-system; therefore, no preparatory lessons are required. Any knowledge gap will be identified and filled, putting in place a series of in-depth readings and analysis suggested by the teacher.

This course aims at providing students with a critical understanding of branding strategies in the fashion industry and the evolving nature of consumer experience within the contemporary media ecosystem. It is structured in two parts:
Part I – Fashion Branding: Theories and Strategies
By the end of this module, students will be able to:
- Understand and critically evaluate key theories of branding, with specific focus on the
fashion sector;
- Examine how brand identity and brand value are constructed through narrative, visual
culture, heritage, and symbolic capital;
- Assess the impact of globalization and digitalization on brand strategy, authenticity, and
positioning;
Part II – Consumer Experience in the Digital Age
By the end of this module, students will be able to:
- Explore the transformation of the consumer in the context of post-digital culture and media convergence;
- Analyze how immersive, emotional, and participatory experiences are designed and
delivered through media and branding touchpoints;
- Understand the role of social media, influencers, metaverses, and branded content in shaping consumer identity and engagement;
- Critically assess the interplay between marketing, storytelling, and user-generated content in shaping consumer-brand relationships.

Course materials (slides, articles, reports) will be shared with students online.

Module: FASHION BRANDING
N/D
Module: CONSUMER EXPERIENCE
N/D

The course is structured into online modules to be used asynchronously, online lessons, and online activities to be managed in collaboration with the tutor and teacher to facilitate learning (with forum sections for thematic discussions).

Online attendance is mandatory

The course is organized into pre-recorded teaching units and synchronous online lessons. Written exercises are included at the end of the modules (blocks comprising multiple lessons) and must be uploaded to the platform.
At the end of the course, students are required to present a group project analyzing a brand, its communication strategies, and the customer journey of the target audience.

What are the characteristics of contemporary fashion consumption
How the new media-ecosystem is affecting brands communication and the relationship with consumers
Who is the digital consumer

• ENG
  • Books: ENG