This course critically defines the concept of social media communication and fashion blogging within the complex fashion communication eco-system. It is one of the most recent and fastest developing domains that has impacted considerably the traditional communication strategies of fashion brands. The power of social media, its effectiveness, immediacy, as well as critical issues involved (e.g. potential risks, crisis communication) will be studied. Students will learn the specific tools needed to make social media communication original, engaging, and competitive. They will be asked to critically analyse and evaluate succesfull/unsuccesfull social media campaigns. Students will then make recommendations as to how they could be further improved/implemented in the future by including budgetary implications.
Bendoni, W. K. (2017). Social Media for Fashion Marketing. Storytelling in a Digital World. Bloomsbury Visual.
Greenwood, G.L. (2013). Fashion Marketing Communications. John Wiley & Sons, Ltd.