Class Communication Strategies for Fashion

The curricular unit of Communication Strategies for Fashion aims to encourage students to acquire knowledge and develop skills that allow them to: • Recognize the role of communication in the overall strategy of a brand/organization; • Understand the influence of digital media in the processes of defining the communication strategies of a brand/organization in the fashion sector; • Know the fundamentals of the communication planning process and know how to outline an integrated communication strategy for a fashion brand/organization. - Analyze and develop critical analyzes of the communication materials created by and user for fashion brands.

Not applicable

This course will have 6 main topics, presented in two classes each. One class will be taught by professor Fábio Sandes and another by professor Monica Lopes. 1. Communication in the consumer purchasing process. 2. The importance of campaigns and fashion shows in a company's Communication. 3. The importance of digital media in defining the communication strategy of brands/organizations. 4. Existing fashion media channels in the market (digital, trade and open media) 5. Communication on digital channels, social networks and digital influencers. 6. Definition of an integrated communication strategy and plan for a fashion brand.

All topics presented in the course will be complemented with practical examples and exercises to establish concepts.

DIAZ SOLOAGA, P. (2014). Comunicación y gestión de marcas de moda. Barcelona: Editorial Gustavo.  DILLON, S. (2012). Princípios de Gestão de negócios de Moda. Barcelona: Editorial Gustavo Gili.  EGAN, J. (2022). Marketing Communications, Sage Publications, UK, ISBN: 9781529781205.  KOTLER, P. (2017). Marketing 4.0. Lisboa: Actual Editora.  KROHLIN KUNSCH, M (2009). Gestão Estratégica em Comunicação Organizacional e Relações Públicas. Ed.: Difusão.  LEA-GREENWOOD, G. (2012). Fashion Marketing Communications. Wiley, UK. ISBN: 9781118496176. SCHULTZ,, D. & BARNES, B. (2001). Campanhas Estratégicas de Comunicação de Marca. Qualitymark.  STEYN, B. & PUTH, G. (2000). Corporate Communication Strategy. Sandton. Heinemann.  YOUNG, A. (2014). Brand Media Strategy: Integrated Communications Planning in a Digital Era. Palgrave Macmillan.