[Commlist] Fashion Communication. Proceedings of the FACTUM 21 Conference

Proceedings of the FACTUM 21 Conference

Sádaba, T., Kalbaska, N., Cominelli, F., Cantoni, L., & Torregrossa, M. 
(Eds). //(2021). Fashion Communication. Proceedings of the FACTUM 21 
Conference, Pamplona, Spain, 2021. Springer, Cham, 1-337. 
ISBN978-3-030-81323-9 https://doi.org/10.1007/978-3-030-81321-5, 
https://doi.org/10.1007/978-3-030-81321-5

These conference proceedings on Fashion Communication 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.

Contents
Part I Digitalization in Fashion
Omni-channel Retailing in the Fashion Industry: Its Definition and 
Implementation Digital Fashion Competences: A Longitudinal Study Touch 
in Text. The Communication of Tactility in Fashion E-Commerce Garment 
Descriptions Symbolic “Entrance” Effects of IoT: Portable Cosmetics 
Commerce behind the Deep-Link of web.3.0—A Case Study of Social Media 
Platform Store Understanding the Internal and External Drivers and 
Barriers for Digital Servitization in the European Textile Manufacturing 
Industry Mediatization: Understanding the Rise of Fashion Exhibitions
Part II Fashion Communication Strategies
Fashion Statements. Fashion Communication as an Expression of Artistic, 
Political, and Social Manifesto between Physical and Digital Virgil 
Abloh’s Contemporary Discourse: An Academic Approach to His 
Communication Strategies Carmen Advertising Format Evolution in Fashion 
Brands’ Communication: Contagious Case Study 2010–2020 Millennials and 
Fashion: Branding and Positioning through Digital Interactions Digital 
Fashion Exhibition: Salvatore Ferragamo Museum and Google Arts & Culture 
Harper’s Bazaar en Español (1967): The Failed Attempt to Start a Spanish 
Edition of Harper’s Bazaar in the 1960s
Part III Communicating Sustainability
Adolfo Domínguez: The Role of Sustainability on the Social Media 
Engagement in 2020 Label Conscious: Communicating Verifiable Sustainable 
Impact by Labelling Garments with Smart Technology Building a Prosocial 
Communication Model in the Fashion Sector, Based on Sustainability and 
Artificial Intelligence, Derived from COVID-19 Dressed in Words: 
Crafting Slow and Fast Fashion Hashtags 100 Years of Fashion Activism: 
From the Women’s Suffrage Movement to the US 2020 Elections Rallying 
Hashtags as a Tool for Societal Change in Fashion Intercultural Crisis 
Communication on Social Media: A Case from Fashion Intangible Heritage: 
The Change of Significance of Hungarian Embroidery over Time
Part IV Fashion Storytelling
Grunig’s Two-Way Model in the Fashion Films of Chanel N5: The Film and 
the One that I Want The Revival of Heritage Fashion Houses: Brand 
Identity in the Digital Era
Luxury Fashion Storytelling: Branding Performance on Instagram Fashion 
Stories in Rome: Place-Making Narratives Within Fashion Branded City Guides

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