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Changes in Fashion Communication

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Fashion Communication in the Digital Age (FACTUM 2019)

Abstract

The text follows the task set by this conference to observe, “how communication practices impact today upon fashion industry and on societal fashion-related practices and values”.

A product is “anything that can be offered to the market with the objective of satisfying a consumer’s need” and everything s/he receives in an exchange with a retailer. This includes not only physical goods, but also a growing amount of immaterial products, such as experiences, causes, spiritual values and many others (described in this text). The effective offer of the fashion industry shows nevertheless a very low use of these highly requested immaterial goods. This contribution analyses, for some immaterial goods, the areas, which are today generating them, especially the products grown from Street Styles, from cultural policies such as City Making and from ethical efforts, such as Eco Fashion. The conclusion shows that change happens, when a re-combination of old traditions and new behaviors, generate new products and communication. The value lies today in the immateriality of the products, powered by the emotional interaction of people. The rise of immaterial products and of a new fashion communication is therefore more that the invention of a new commercial item or advertising campaign. It is an evolution of mentality, which documents the existence of ideas, values, ethical concepts, creativity and human dialogue behind the new products.

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Author information

Authors and Affiliations

  1. Accademia Costume e Moda, Rome, Italy

    Cecilia Winterhalter

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  1. Cecilia Winterhalter
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Correspondence to Cecilia Winterhalter .

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Editors and Affiliations

  1. Institute of Digital Technologies for Communication, USI – Università della Svizzera italiana, Lugano, Switzerland

    Nadzeya Kalbaska

  2. ISEM Fashion Business School, University of Navarra, Madrid, Spain

    Teresa Sádaba

  3. IREST/EIREST, Université Paris 1 Panthéon Sorbonne, Paris, France

    Francesca Cominelli

  4. Institute of Digital Technologies for Communication, USI – Università della Svizzera italiana, Lugano, Switzerland

    Lorenzo Cantoni

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Winterhalter, C. (2019). Changes in Fashion Communication. In: Kalbaska, N., Sádaba, T., Cominelli, F., Cantoni, L. (eds) Fashion Communication in the Digital Age. FACTUM 2019. Springer, Cham. https://doi.org/10.1007/978-3-030-15436-3_26

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