Communication, culture and business: three key issues to be debated at the Fashion Congress
The Fashion Congress was held once again this year, this time under the theme "Fashion in the digital environment: communication, culture and business". During March 12 and 13, it brought together, at the Faculty of Communication, experts in the fashion industry and professionals from the digital world.
Teresa Sádaba, director of ISEM Fashion Business School; Tomás Gómez-Acebo, vice-rector of students of the University; and the councilor of Education and Culture of the City Council of Pamplona, Fermín Alonso, inaugurated the ninth edition of the Congress.
This was followed by the opening conference "The future of retail and the new multichannel model" given by Luis Lara, professor at ISEM.
"E-commerce involves everywhere commerce and taking care of all the details" @LuisL professor of @ISEMfbs at #fashionconf14 @fcomnavarra
- G.Pasillas S (@Gpasillass) March 12, 2014"It gains weight the opinion in social networks and loses it the vision offered by the company" @LuisL professor of @ISEMfbs in #fashionconf14 @unav
- Fac. of Communication (@fcomnavarra) March 12, 2014@LuisL "eventually we will not differentiate what is the physical store from the online store" #fashionconf14 @ISEMfbs
- Fac. of Communication (@fcomnavarra) March 12, 2014That same afternoon, the Country Manager of Privalia, Miguel Giribet; the General Commercial Director of Bestseller, Andrés Contreras; and the Ecommerce and Digital Director of Grupo Cortefiel, Patricia Benito de Mateo, addressed the topic of "Fashion E-commerce: success stories".
"The multichannel user has a lot of value. We launch dynamics in the network to generate engagement" Miguel Giribet at #fashionconf14 @ISEMfbs.
- Fac. of Communication (@fcomnavarra) March 12, 2014"We are facing an increasingly demanding consumer who has an added value" P. Benito at #fashionconf14 @ISEMfbs @unav
- Fac. of Communication (@fcomnavarra) March 12, 2014"integrate the multitude of channels and adapt them to each area, convey a strong image" @A_contrerasg #fashionconf14
- Fac. of Communication (@fcomnavarra) March 12, 2014The day started strong on Thursday thanks to Parsons The New School for Design professor Tom Handley: "Redefining the visual narrative. Modern Day Storytelling in Fashion". Attendees were also able to enjoy the talk given by SDA Bocconi School of Management professor Davide Reina, who spoke about "The new frontier: from "bricks and mortars" to "clicks and mortars".
After a break, it was time to learn a little more about the relationship between fashion and museums today. The people in charge of taking us into this world were the director of the Museo Universidad de Navarra, Miguel López-Remiro, the gallery owner Guillermo de Osma and the photographer Valentín Vallhonrat.
Fashion is about aspirations, experiences, emotions and decisions that shape people's identities #fashionconf14
- Sara Navarro Cuesta (@iamsaranavarro) March 13, 2014Miguel A. Alonso del Val of @ETSA_unav moderates the roundtable "museums spaces for #fashion" #architecture #fashionconf14 @unav @ISEMfbs
- Sara Navarro Cuesta (@iamsaranavarro) March 13, 2014How to quantify creativity is necessary, but not enough. At @Museo_unav we don't quantify, we value artists #fashionconf14.
- Raquel Cascales (@rcascales) March 13, 2014The IX Fashion Congress closed with a round table discussion by the President of Equipo Singular, Paco Caro; the Director of Marketing of magazines and supplements of Unidad Editorial, Samary Fernández Feito; the Managing Partner at DOG. Social Intelligence, Antonio Gallo; and the General Manager of Delpozo, Ainhoa García.
"We are facing a digital revolution. The best survive and the media we have to continue to influence" Paco Caro #fashionconf14.
- Fac. of Communication (@fcomnavarra) March 13, 2014"You have to work from honesty to be credible. Internationalization is not an option" Ainhoa Garcia #fashionconf14 @ISEMfbs
- Fac. of Communication (@fcomnavarra) March 13, 2014"We media are going to continue to be very important in the fashion world" Samary Fernandez at #fashionconf14 @ISEMfbs @unav
- Fac. of Communication (@fcomnavarra) March 13, 2014The Congress aimed to provide a space for reflection and debate on the changes that the fashion industry is undergoing, reflecting on the power that the digital environment currently exerts; a key and indispensable tool for any company at this time. The closing of the Congress took place at 2 p.m. and was led by the dean of the Faculty of Communication, Monica Herrero.