Fashion Communication: Proceedings of the FACTUM 21 Conference, Pamplona, Spain, 2021

Preface
	FACTUM21 Conference Chairs
	Factum 21-Fashion Communication Conference
		Keynotes
Contents
Contributors
Part I: Digitalization in Fashion
	Omni-channel Retailing in the Fashion Industry: Its Definition and Implementation
		1 Introduction
		2 Literature Review
			2.1 Digital Fashion
			2.2 Omni-channel Experience Defining Characteristics
			2.3 Implementing Omni-channel Retailing
		3 Research Questions
		4 Methodology
		5 Results and Discussion
			5.1 How Is Omni-channel Retailing Understood and Defined in the Fashion Industry?
				5.1.1 Omni-channel Experience Framework
			5.2 What Are the Omni-channel Initiatives that Fashion Brands Implement?
			5.3 What Are the Most Recurrent Initiatives Implemented by Firms in the Fashion Industry?
		6 Conclusion
		Participant Profiles
		References
	Digital Fashion Competences: A Longitudinal Study
		1 Introduction
		2 Literature Review
			2.1 Digitalization: Job Skills and Competences
			2.2 Digitalization: Fashion Curricula
		3 Methodology
		4 Results and Discussion
			4.1 Job Positions in Digital Fashion
			4.2 Job Titles and Skills in Job Descriptions
		5 Conclusion, Limitations, and Future Research
		References
	Touch in Text. The Communication of Tactility in Fashion E-Commerce Garment Descriptions
		1 Introduction
			1.1 Touch in the Online Experience of Dress
			1.2 Research Objective
		2 Background
			2.1 Approaches to Sensory Evaluation of Materials and Garments
		3 Research Design and Methodology
			3.1 Research Design
			3.2 Research Methodology
		4 Research Findings
			4.1 Sensory Evaluation Vocabularies in Sample Text
			4.2 Additional Observations and Study Limitations
		5 Research Discussion and Conclusions
			5.1 Discussion
			5.2 Practical Implications, Originality, and Value
		6 Conclusions
		References
	Symbolic ``Entrance´´ Effects of IoT: Portable Cosmetics Commerce behind the Deep-Link of web.3.0-A Case Study of Social Media...
		1 Introduction
		2 Materials and Methods
			2.1 A Case Study with Observation and in-Depth Expert Interviews
			2.2 Interview Design
		3 Results
			3.1 The Case Study Shows Two-Aspect Significant Perspectives
			3.2 Interpretation
		4 Discussion
		5 Conclusions
		References
	Understanding the Internal and External Drivers and Barriers for Digital Servitization in the European Textile Manufacturing I...
		1 Introduction
		2 Theoretical Background
			2.1 Servitization and Digital Servitization in the Textile and Clothing Industry
			2.2 A Contingency Perspective on the Phenomenon
		3 Methodology
		4 Findings
		5 Conclusion
		References
	Mediatization: Understanding the Rise of Fashion Exhibitions
		1 Introduction
		2 Framework Perspectives on the Rise of Fashion Exhibitions
		3 Mediatization
		4 The Digital Ecosystem and Exhibitions
			4.1 Extension Regarding the Production and Distribution of Contents
			4.2 Substitution and Amalgamation Regarding the Production and Distribution of Contents
			4.3 Accommodation Regarding the Production and Distribution of Contents
		5 Conclusions
		References
Part II: Fashion Communication Strategies
	Fashion Statements. Fashion Communication as an Expression of Artistic, Political, and Social Manifesto between Physical and D...
		1 Manifestos: Statements Between Art, Politics, Society, and Fashion
		2 Writing Manifesto
		3 Performing Manifesto
		4 Digital Manifesto
		5 Conclusions
		References
	Virgil Abloh´s Contemporary Discourse: An Academic Approach to His Communication Strategies
		1 Introduction
		2 Methodology
		3 Virgil by Virgil, or How to Construct the Self through Discourse(S)
			3.1 Virgil Abloh´s Creative Process and the Activism Behind His Designs
		4 Virgil by Others: Artistic Collaborations and Incursions into High and Popular Culture
			4.1 Virgil as Portrayed in the Media: From Veneration to Veiled Criticism
		5 Conclusions
		References
	Advertising Format Evolution in Fashion Brands´ Communication: Contagious Case Study 2010-2020
		1 Introduction
		2 Literature Review
		3 Analysis
			3.1 Methodology
			3.2 Results
				3.2.1 Evolution of Formats in Brands During the Period 2010 to 2020
				3.2.2 Correspondence Analysis
		4 Conclusions
		References
	Millennials and Fashion: Branding and Positioning through Digital Interactions
		1 Brands and Positioning
		2 The Millennial Generation and Consumption
		3 Methodology
		4 Results
		5 Conclusions
		References
	Digital Fashion Exhibition: Salvatore Ferragamo Museum and Google Arts and Culture
		1 Some Notes About Fashion Exhibition from Its Beginning to Its Digital Evolution
		2 Research Objectives and Methodology
		3 Salvatore Ferragamo Museum Case Study: The Story of the ``Shoemaker of Dreams´´ and the Salvatore Ferragamo Museum
		4 Google Arts and Culture, ``We Wear Culture´´ and Salvatore Ferragamo Museum
		5 The Online Fashion Exhibition in Salvatore Ferragamo Google Arts and Culture
		6 The Homepage of Salvatore Ferragamo Google Arts and Culture
		7 The ``Stories-Exhibitions´´ of Salvatore Ferragamo Google Arts and Culture
		8 Salvatore Ferragamo Google Arts and Culture Through Augmented Reality and Virtual Reality
		9 Conclusion and Discussion
		References
	Harper´s Bazaar en Español (1967): The Failed Attempt to Start a Spanish Edition of Harper´s Bazaar in the 1960s
		1 Introduction
		2 The Beginnings of Harper´s Bazaar, William Randolph Hearst and the Correspondent System in Europe
		3 Harper´s Bazaar en Español (1967)
		4 Conclusions
		References
Part III: Communicating Sustainability
	Adolfo Domínguez: The Role of Sustainability on the Social Media Engagement in 2020
		1 Introduction
		2 Literature Review
			2.1 Adolfo Dominguez Brand
			2.2 Adolfo Dominguez Communication Strategy
			2.3 Social Media Communication
			2.4 Sustainable Social Media Engagement
		3 Methodology
		4 Findings
		5 Discussion
		Appendix 1
			Questions for Carlos Arjiz, CCOA and VM Director of Adolfo Dominguez
		References
	Label Conscious: Communicating Verifiable Sustainable Impact by Labelling Garments with Smart Technology
		1 Introduction
			1.1 Garment Labelling Standards and Practice
			1.2 Communicating Sustainability Credentials
			1.3 Certifications
			1.4 New Technology for Labelling and Tagging
		2 Methodology
		3 Findings
			3.1 Analysis: Garment Sew-in Labels
			3.2 Analysis: Small-Scale Designers´ Communication of Garment Sustainability
		4 Discussion and Recommendations
		5 Conclusion
		References
	Building a Prosocial Communication Model in the Fashion Sector, Based on Sustainability and Artificial Intelligence, Derived f...
		1 Introduction
		2 Literature Review
			2.1 Humanistic or Anthropological Management Model
			2.2 Prosocial Communication
			2.3 Sustainability
			2.4 Artificial Intelligence
		3 Methodology
		4 Findings
		5 Discussion
		Appendix 1
			Research Questions
		References
	Dressed in Words: Crafting Slow and Fast Fashion Hashtags
		1 Introduction
		2 Methodology
		3 Context
		4 Vocabulary
		5 Hashtag Strategies
		6 Affordances
		7 Challenges
		8 Conclusion
		References
	100 Years of Fashion Activism: From the Women´s Suffrage Movement to the US 2020 Elections
		1 Introduction
		2 Theoretical Framework on Fashion Activism
		3 Historical Review of Fashion Activism
			3.1 Women´s Suffrage Movement
			3.2 Zoot Suit
			3.3 Black Panthers and Civil Rights Movement
			3.4 Student Protests
			3.5 Punk Movement
			3.6 The Slogan T-Shirt
			3.7 Black Lives Matter
			3.8 #MeToo
			3.9 US 2020 Elections
		4 When Corporate Activism Meets Fashion and Social Media
		5 Conclusion
		References
	Rallying Hashtags as a Tool for Societal Change in Fashion
		1 Introduction
		2 Methodology
		3 Conditions for Digital Collective Action in the Fashion Domain
		4 Digital Affordances of Hashtags to Establish Collective Action
		5 Linguistic Characteristics of Fashion-Related Hashtags to Encourage Collective Action
		6 Top-Down Rallying Hashtags
		7 Discussion
		8 Conclusion
		References
	Intercultural Crisis Communication on Social Media: A Case from Fashion
		1 Introduction
		2 Literature Review
			2.1 Crisis Communication on Social Media
		3 Research Design
		4 Methodology
		5 Results and Discussion
			5.1 Which Are the Main Topics of Discussion that Emerged on Instagram from the Hashtag #doshow50?
			5.2 According to the Instagram Users´ Reactions Through the Hashtag #doshow50, Who Is the Responsible of Donata Meirelles´ Cri...
			5.3 What Is the Position of ABAM Association About Donata Meirelles´ Party and the Subsequent Crisis?
		6 Conclusions, Limitations, and Future Works
		References
	Intangible Heritage: The Change of Significance of Hungarian Embroidery over Time
		1 Introduction
		2 About Hungarian Folk and Embroidery
		3 Description of Hungarian Embroidery and Its Types
			3.1 Kalocsai
			3.2 Matyó
		4 The Presence of Kalocsai and Matyó Embroidery in the Twenty-First Century
			4.1 Traditional Hungarians: Cultural Appropriation
			4.2 Folk Tourism: Othering in Tourism
			4.3 Representation by Celebrities and Fashion Shows: Heterogenization
		5 Conclusion
		References
Part IV: Fashion Storytelling
	Grunig´s Two-Way Model in the Fashion Films of Chanel N 5: The Film and the One that I Want
		1 Introduction and Theoretical Framework
		2 Storytelling and Communication Leadership
		3 Storytelling and the Fashion Industry: Fashion Films
		4 Fashion Films from Chanel N 5
		5 Analysis of the Fashion Films: The Film and the One that I Want
			5.1 The Film (2004)
				5.1.1 Synopsis
				5.1.2 Film Connections
				5.1.3 Product Presence
				5.1.4 Brand Values
			5.2 The One that I Want (2014)
				5.2.1 Synopsis
				5.2.2 Film Connections
				5.2.3 Product Presence
				5.2.4 Brand Values
		6 Conclusions
		References
		Videos
	The Revival of Heritage Fashion Houses: Brand Identity in the Digital Era
		1 Concept of Brand Identity and Brand Image
		2 What Do We Mean When We Talk About Brand Heritage?
		3 Storytelling: The Narrative of Legacy and Tradition
		4 What Is Rebranding? What Is Its Purpose and Its Effects?
		5 Methodology
			5.1 The Construction the of the Myth Through Concrete Biography
			5.2 The Awakening of the Brands and Their Digital Transformation
		6 Findings
		7 Conclusions
		References
	Luxury Fashion Storytelling: Branding Performance on Instagram
		1 Introduction
		2 Storytelling: Branding in Action
			2.1 Storytelling in the Digital Era
		3 Digital Storytelling and Fashion Brands
			3.1 Fashion Storytelling on Instagram
		4 Luxury Fashion Brands Performance on Instagram
			4.1 Methodology
			4.2 Brand´s Performance Analysis
			4.3 Good Practice Collection
				4.3.1 Visually Recreate the Identity of the Brand
				4.3.2 Draw on the Origin and History of the Brand
				4.3.3 Show the Workshop Work
				4.3.4 Create Stories Around the Product
				4.3.5 Develop Collaborations with Artists
				4.3.6 Appeal to Emotions
				4.3.7 Consider Current Issues and Trends
				4.3.8 Choose the Influencers Wisely
				4.3.9 Use Relevant Hashtags
				4.3.10 Humanize the Brand
		5 Considerations
		References
	Fashion Stories in Rome: Place-Making Narratives Within Fashion Branded City Guides
		1 Introduction and Study Methods
			1.1 Fashion Cities and Tourism Imaginaries: Toward Creative-Oriented Forms of Urban Branding Policies
			1.2 Fashion Industries as Cities Boosters: Addressing the Tourist Market Through Products and Services
			1.3 The Case of LVMH: An Analysis of Fendi and Louis Vuitton Tourist Guides
		2 Tourist and Fashion Representations of the Eternal City: Perpetuating Fabulous Narratives of Rome
			2.1 Get the Roman Look: Setting the Scene
			2.2 Local Experience Promo: Reproducing City´s Lifestyle
			2.3 The Place to Be: Aestheticization and Concealment of Urban Areas
		3 Conclusion
		References