Digital Strategy for Fashion BA

There is more digital content being produced than ever before: from live events before, during and after fashion shows and presentations to online talks with creative directors and other creatives or managerial figures of the industry as well as unreleased behind-the-scenes and fashion films, the difference between physical and digital is getting thicker and the importance of digital strategy is clear.

The digital world is an extraordinary lens through which we read the dynamics of today’s fashion industry, from the ubiquity of social media to the gamification of fashion brands and even the use of innovative technologies such as AI, AR and NFTs. From online advertising and branded content to social networks, digital PR and content production in its broadest sense, the Undergraduate in Digital Strategy will provide all of the knowledge to further navigate the digital world and the tools needed to create successful brand strategies.

Course

The Undergraduate in Digital Strategy for Fashion is a program with a main focus on digital transformations within the fashion industry. The course focuses on the understanding of the luxury fashion industry and its key platforms in digitization, fine-tuning the experience between physical and digital fashion and researching fashion brands that are taking the first steps into the metaverse and Web3, while developing audience insight and researching how younger generations use fashion in a digital way, contributing to new platform-based business models. 

The program shapes Digital Marketing Managers able to coordinate digital marketing areas: from social networks to native advertising, from SEO to Web Analytics and Content and from CRM to E-commerce. Today, brands focus on authentic and behavioral data-driven storytelling, aiming towards long-term growth and transparency regarding their purpose-driven business strategy. This professional must learn to have an ethics-driven approach to Data Governance in order to encourage solid knowledge of protection laws and the appropriate use of collected granular data and information.

Lessons are organized with teachers from the industry as well as guest lectures and workshops with outstanding professionals from the fashion system who will be invited to talk, inspire and empower our students. 

This unique and hands-on learning experience includes field trips, a midterm and a mandatory final project that amount to a total of 600 contact hours.

This course is completed with the possibility of an internship at the end of the 2nd year, putting further in practice the mix of creative and analytical skills learned. This internship can be done in fashion brands or fashion agencies.