Two ISEM professors take part in a summer course on digital fashion communication in Rome

Teresa Sádaba, director of ISEM Fashion Business School, and Patricia SanMiguel, professor of Digital Marketing at ISEM, participated in the summer course "Perspectives on Digital Fashion Communication of "Made In. Cases from Italy, France, Spain and Switzerland" organized by the Università della Svizzera italiana in Rome. The meeting, which was held from August 29 to September 4, brought together a dozen experts from universities in Switzerland, Italy, France and Spain, and featured a presentation by Nicola Girotto, CEO of the historic Swiss luxury house Bally.

The main objective of this course was to deepen and discuss the contribution of digital communication to the formation of the national image, with special emphasis on the meaning that the label "made in" has within the fashion sector. Specifically, Teresa Sádaba participated in a round table presenting the "made in Spain" through different cases of Spanish brands and designers, and addressed the possibilities and challenges that this area has in our country.

Made in" and social networks

On the other hand, Patricia SanMiguel gave a session together with Simone Guercini, Professor of Marketing at the University of Florence, entitled "Made In: the case of Social Media & Influencer marketing" in which they analyzed how social networks influence the concept of "made in". SanMiguel used as a reference the example of 4 influencers from each of the participating countries: Chiara Ferragni (Italy), Jeanne Damas (France), Cristina Gheicenau (Switzerland) and Maria Pombo (Spain).

The academic faculty of ISEM Fashion Business School attends and actively participates in national and international courses, congresses and conferences, as part of the School's commitment to development and research within the fashion industry.