Social Media in the Fashion Industry

Patricia SanMiguel is Associate Professor of Digital Marketing, Influence Marketing and Fashion Consumer Behavior at the School of Communication at the University of Navarra (Pamplona, Spain), and ISEM Fashion Business School (Madrid, Spain). Tekila Harley Nobile is Lecturer and Researcher in Luxury Business at Sotheby’s Institute of Art (London, UK). She is Visiting Lecturer in Digital Fashion Communication at USI—Università della Svizzera italiana, Lugano (Switzerland). Cristina Sánchez-Blanco is Professor at the School of Communication in the University of Navarra, Spain. Nadzeya Sabatini is Assistant Professor in Digital Transformation at Gdansk University of Technology (Gdansk, Poland) and Senior Researcher at USI-Universita’ della Svizzera Italiana (Lugano, Switzerland).

INTRODUCTION SECTION 1: FASHION SOCIAL MEDIA FUNDAMENTALS 1. The power of Social Media 2. Fashion Consumer and Social Media SECTION 2: SOCIAL MEDIA STRATEGY AND PLAN 3. Social Media Strategy 4. Social Media Mix Planning SECTION 3: SOCIAL MEDIA PERFORMANCE 5. Social Media Commerce Strategy 6. Social Media Content Strategy 7. Social Media Customer Relationship Management and Community Strategy 8. Calendar, Budget, Monitoring and Tools SECTION 4. SOCIAL MEDIA RESEARCH OPPORTUNITIES AND METHODOLOGIES 9. Netnography 10. Visual Analysis 11. Sentiment Analysis 12. Argumentation Analysis SECTION 5: Interviews with Fashion Brands 13. Interview with Nicolas Girotto, CEO of Bally 14. Interview with Carlos Arjiz, Communication Director of Adolfo Dominguez Brand 15. Interview with Blanca Rosa del Bosque Madera, Digital Marketing and CRS brands of TENDAM Fashion Group.