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

Part I: Digitalization in Fashion.- Omni-channel Retailing in the Fashion Industry: its Definition and Implementation.- Digital Fashion Competences: a longitudinal study.- Touch in Text. The Communication of Tactility in Fashion E-Commerce Garment Descriptions.- Symbolic 'Entrance' Effects of IoT: Portable Cosmetics Commerce behind the Deep-link of Web.3.0 - A Case Study of WeChat Applet Store.- Understanding the internal and external drivers and barriers for digital servitization in the European textile manufacturing industry.- Mediatization: Understanding the Rise of Fashion Exhibitions.- Part II: Fashion Communication Strategies.- Fashion Statements. Fashion Communication as an Expression of Artistic, Political and Social Manifest between Physical and Digital.- Virgil Abloh's contemporary discourse: an academic approach to his communication strategies.- Advertising format evolution in fashion brands' communication: Contagious case study 2010-2020.- Millennials and Fashion: Branding and Positioning through Digital Interactions.- Digital Fashion Exhibition: Salvatore Ferragamo Museum and Google Arts & Culture.- Harper's Bazaar en Español (1967): The Failed Attempt to Start a Spanish Edition of Harper's Bazaar in the 1960's.- Part III: Communicating sustainability.- Adolfo Domínguez: the role of sustainability on the social media engagement in 2020.- Label conscious: Communicating verifiable sustainable impact by labelling garments with smart technology.- Building a prosocial communication model in the fashion sector, based on sustainability and artificial intelligence, derived from Covid-19.- Dressed in Words: Crafting Slow and Fast Fashion Hashtags.- 100 years of fashion activism: From the women's suffrage movement to the US 2020 Elections.- Rallying Hashtags as a Tool for Societal Change in Fashion.- Intercultural Crisis Communication on Social Media: A Case from Fashion.- Intangible heritage: The change of significance of Hungarian embroidery over time.- Part IV: Fashion Storytelling.- Grunig's two-way model in the fashion films of Chanel No. 5: The Film and The One That I Want.- The revival of heritage fashion houses: brand identity in the digital era.- Luxury Fashion Storytelling: branding performance on Instagram.- Fashion stories in Rome: place-making narratives within fashion branded city guides.