"Fashion brands are media in themselves, they no longer need other media to communicate."
Josu Aboitiz, Former Global Communications Manager of Gucci, gave a session to PADEM students.
Photo /Josu Aboitiz has more than 28 years of experience in the fashion world.
04 | 05 | 2021
The students of the Advanced Program in Fashion Business Management (PADEM) shared experiences with Josu Aboitiz, Former Global Communications Manager of Gucci worldwide. The executive, who confessed to being a fashion lover since he was a child, emphasized that communication within the industry has changed a lot and, nowadays, "fashion brands are media in themselves, they no longer need other media to communicate".
In this sense, Josu Aboitiz pointed out that "any brand must have a purpose to communicate: social responsibility, disruptive ideas and diversity/inclusion". He also commented to the PADEM students that in his more than 28 years of career in the fashion industry he has always kept in mind that "to communicate you have to be very aware of both what you say and what you don't say".
A luxury trajectory
Josu Aboitiz began his career in the fashion world working for the Mallorcan firm Camper, first in Paris and then in New York. A few years later, he received a call from the Puig group where he was in charge of public relations for Carolina Herrera and the Japanese clothing brand Comme des Garçons.
In 2004 she joined LOEWE because, in her own words, "LOEWE is a company that, if it calls you, you can't say no to it. His last big project began in 2010 when he joined the luxury brand Gucci with the aim of internalizing all the PR agencies and unifying their communications departments in Europe, the Middle East, Africa and India.