Skip to main content
  • Conference proceedings
  • © 2021

Fashion Communication

Proceedings of the FACTUM 21 Conference, Pamplona, Spain, 2021

  • Provides a comprehensive scientific view on fashion communication

  • Highlights digital transformation of fashion and its communication

  • Takes an in-depth academic approach to a topic that is mostly discussed in practice

Buying options

eBook USD 109.00
Price excludes VAT (USA)
  • ISBN: 978-3-030-81321-5
  • Instant PDF download
  • Readable on all devices
  • Own it forever
  • Exclusive offer for individuals only
  • Tax calculation will be finalised during checkout
Softcover Book USD 149.99
Price excludes VAT (USA)
Hardcover Book USD 219.99
Price excludes VAT (USA)

This is a preview of subscription content, access via your institution.

Table of contents (24 papers)

  1. Front Matter

    Pages i-xiii
  2. Digitalization in Fashion

    1. Front Matter

      Pages 1-1
    2. Omni-channel Retailing in the Fashion Industry: Its Definition and Implementation

      • Camila Portela, Nadzeya Kalbaska, Lorenzo Cantoni
      Pages 3-15
    3. Digital Fashion Competences: A Longitudinal Study

      • Tekila Harley Nobile, Nadzeya Kalbaska, Rafael Almeida de Oliveira, Lorenzo Cantoni
      Pages 17-28
    4. Mediatization: Understanding the Rise of Fashion Exhibitions

      • Marta Torregrosa, Cristina Sánchez-Blanco
      Pages 63-74
  3. Fashion Communication Strategies

    1. Front Matter

      Pages 75-75
    2. Virgil Abloh’s Contemporary Discourse: An Academic Approach to His Communication Strategies

      • Carmen Baniandrés Gómez, Maria Rufat, Laura Martín-Escanciano, María del Pilar Villanueva Cobo del Prado
      Pages 91-101
    3. Advertising Format Evolution in Fashion Brands’ Communication: Contagious Case Study 2010–2020

      • Cristina Sánchez-Blanco, Jorge del Río Pérez, Marta Torregrosa, Elena Luisa Sanjurjo
      Pages 103-115
    4. Millennials and Fashion: Branding and Positioning through Digital Interactions

      • Joan Francesc Fondevila-Gascón, Pedro Mir Bernal, Patricia SanMiguel, Teresa Sádaba, Silvia Pérez-Bou
      Pages 117-128
  4. Communicating Sustainability

    1. Front Matter

      Pages 155-155
    2. Adolfo Domínguez: The Role of Sustainability on the Social Media Engagement in 2020

      • Elisa Regadera, Paula Gárgoles, Lucía Pérez
      Pages 157-172

About this book

These conference proceedings 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.


  • Marketing
  • Media Industry
  • Visual Communication
  • Visual Culture
  • Digital Age

Editors and Affiliations

  • ISEM Fashion Business School, University of Navarra, Madrid, Spain

    Teresa Sádaba

  • Università della Svizzera Italiana, Lugano, Switzerland

    Nadzeya Kalbaska

  • IREST/EIREST, Université Paris 1 Panthéon Sorbonne, Paris, France

    Francesca Cominelli

  • Institute of Communication Technologies, Universita della Svizzera Italiana, Lugano, Switzerland

    Lorenzo Cantoni

  • School of Communication, University of Navarra, Pamplona, Spain

    Marta Torregrosa Puig

About the editors

Teresa Sádaba is the dean of ISEM Fashion Business School (University of Navarra, Spain), a leading center for research and education in the fashion industry, where she also teaches strategic communication for fashion companies. She is a professor at the University of Navarra and George Washington University (USA) and visiting professor at Université Paris XII (France) and Complutense University (Spain), among others. A Fulbright fellow with Ph.D. in communication, she is an expert on framing issues and strategic communication. Teresa is the author of Framing: Una teoría para los medios de comunicación (2006), Framing: El encuadre de las noticias (2008), and Moda y Marca España (2012). 

 Nadzeya Kalbaska has a Ph.D. in communication sciences and is a lecturer at the Institute of Digital Technologies for Communication, Università della Svizzera italiana (USI, Lugano, Switzerland). She is an academic coordinator of M.Sc. in digital fashion communication, a joint degree between USI and Université Paris 1 Panthéon-Sorbonne, France, and a group leader of Digital Fashion Communication Research at the USI. Since 2015, she is an adjunct professor at the University of Pisa (Italy). On the practice front, she serves Google within Google Online Marketing Challenge as a part of its Global Academic Panel.

 Francesca Cominelli is an associate professor at the University of Paris 1 Panthéon-Sorbonne (France) and director of Institut de Recherche et d'Études Supérieures du Tourisme (IREST). She holds a Ph.D. in economics and her research interests include economics of culture, cultural commons, public policies, and cultural tourism. More specifically she is interested in cultural diversity, intangible cultural heritage, creativity, innovation, and traditional craftsmanship. Previously, she worked as a project specialist for INMA and the French Ministry of Culture and Communication (2008–2010), and as a researcher for the European Investment Bank Institute (2013–2014) and for the University of Lille 3 (2015). She is a member of ICOMOS and vice president for Europe of ICOMOS International Committee on Intangible Cultural Heritage.

 Lorenzo Cantoni graduated with a degree in philosophy and holds a Ph.D. in education and linguistics. Dr. Cantoni is a professor at USI – Università della Svizzera italiana (Lugano – Switzerland), Faculty of Communication, Culture, and Society, where he served as dean of the faculty in the academic years 2010–2014. He is currently director of the Institute for Communication Technologies and scientific director of the laboratories, NewMinE Lab: New Media in Education Lab, and eLab: eLearning Lab. Dr. Cantoni holds the UNESCO Chair in ICT to develop and promote sustainable tourism in World Heritage Sites, established at USI, and is president of IFITT – International Federation for Information Technologies in Travel and Tourism. 

 Marta Torregrosa Puig holds a Ph.D. in philosophy and is a professor of communication theory (epistemology of communication, fashion communication) and the academic co-director of the fashion communication program at the University of Navarra (Spain). She teaches master’s courses on the governance and culture of organizations (communication, research methodology). She is a visiting professor at Itsmo University. Guatemala, since 2014 and was the academic director of the advanced program in fashion business management (PADEM) at ISEM Fashion Business School, University of Navarra. 

Bibliographic Information

  • Book Title: Fashion Communication

  • Book Subtitle: Proceedings of the FACTUM 21 Conference, Pamplona, Spain, 2021

  • Editors: Teresa Sádaba, Nadzeya Kalbaska, Francesca Cominelli, Lorenzo Cantoni, Marta Torregrosa Puig

  • DOI:

  • Publisher: Springer Cham

  • eBook Packages: Business and Management, Business and Management (R0)

  • Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2021

  • Hardcover ISBN: 978-3-030-81320-8

  • Softcover ISBN: 978-3-030-81323-9

  • eBook ISBN: 978-3-030-81321-5

  • Edition Number: 1

  • Number of Pages: XIII, 337

  • Number of Illustrations: 9 b/w illustrations, 21 illustrations in colour

  • Topics: Marketing, Media Industries, Visual Culture

Buying options

eBook USD 109.00
Price excludes VAT (USA)
  • ISBN: 978-3-030-81321-5
  • Instant PDF download
  • Readable on all devices
  • Own it forever
  • Exclusive offer for individuals only
  • Tax calculation will be finalised during checkout
Softcover Book USD 149.99
Price excludes VAT (USA)
Hardcover Book USD 219.99
Price excludes VAT (USA)