Docente: Romana Ando
Fashion branding and consumer experience
a.a.: 2020/2021 - anno di corso: 1
Settore SPS/08 - CFU 6 - Semestre - Codice 10592992
Note insegnamento: Integrato da 3 CFU
Cdl associati Visualizza
Fashion branding and Consumer Experience is a course made of 2 parts: one dedicated to ecplore the concept of branding and the other one aimed at defining the consumer experience.
The common goal of the course is to explain how the radical transformation occured within the new media eco-system are affecting both brands and consumers reshaping their practices in a way that it is impossible to separately understand the two.
From brands perspective, we will focus on branding as the marketing practice of creating a name, symbol or design
that identifies and differentiates a product from other products. Branding is the art of aligning what you want people to think about your company with what people actually think about your company.
From the consumer perspective we will investigate how the new digital consumer interact with branding in everyday life practices, exploiting all the cognitive, emotional and creative resources that are available online.
Programma inglese
The aim of the course is to make students able to critically understand the branding strategies as well as to map the consumer experience in our contemporary (digital) society.
Students will be able to:
1) analyse the brand identity
2) analyse the communication strategy and to address the idea of transmedia branding
3) analyse the consumer interactions with brands and build a customer journey map

- Prova scritta e orale e/o laboratorio
Descrizione valutazione
Focus of the Project: Sustainable Consumer Practices.
The 50% of the final grade for the Fashion Branding and Consumer Experience class, will come from
the project work and its final presentation. The theme of this academic year is sustainability. The
focus of the research will be investigating, through an original qualitative research, the meaning of
sustainability within different cultures, and across different generations.
Students are required to investigate the main different meanings usually attributed to the concept of
sustainability in general, and specifically in relation to the fashion sector. More in particular students
are asked to investigate sustainable consumer practices which means the concrete ways in which
people are sustainable – or at least consider themselves to be sustainable – in their everyday lives as
consumers of products and services.
Description of the project work:
The project work is a group project work: students must create groups of 3/4 people with students
coming from different countries. Each group – and together as a class – will work on designing a set
of questions aimed at discovering what it means to be sustainable today, if being sustainable is
considered important or not both from a production and consumption perspective, therefore both from
brand and consumer perspective.
After the grid of question is ready, in the second part of the semester, each student will have to make
6 in depth qualitative interviews to 6 different individuals belonging to different generations
(generation z, millennials and baby boomers for each). These interviews will have to be transcribed
and where necessary translated into English (or Italian).
One section of the interview will have to include also questions on which local/national and
international brands are considered sustainable by the interviewees and why. More details on how to
develop the questions will be given during the classes.
The final step of your project work is the report. In fact, after the research (interviews are done) you
will have to write a report (between 10/15 pages) where you combine together all the main findings
and most interesting parts of all the interviews. Please, remember that the report must be
collaborative, and you have to put together all the interviews of your group. In doing that we invite
you to focus on similarities and differences in terms of sustainable consumer practices in relation to
culture and generations, highlighting all those aspects that you consider to be more interesting.
The report will be finally presented orally during the examination date in a presentation that cannot
exceed 15 minutes. In these 15 minutes each member of the team has to present at least one part.
Presentation dates will be in January and February 2021: specific dates will be made available to the
students towards the end of the semester. At least 3 days before the date chosen for discussing the
project, students will have to deliver via e-mail to both ( and the complete report. The first page of the report should include names,
matricola numbers and email addresses of all the member of the group.

Evaluation of the project work:
The evaluation of the project work, that will count for the 50% of the final grade, will take into
consideration the structure and organization of the report focusing on the quality of the interviews
and how they have been analyzed and interpreted; (2) and the presentation of the report from a
performance perspective.
Attending students will be provided with materials (ppt, report) and journal articles to study

Non attendig students have to contact Prof. Corsini and Andò in order to receive the materials

Orario Lezioni
Giovedì 9.00 - 11.00 (CU003 Aula XXII - III PIANO)
Venerdì' 9.00 - 11.00 (CU003 Aula A Chabod ex Storia Mod. e Contemp. - III PIANO)
Inizio lezioni: Lunedì 5 Ottobre 2020

© Università degli Studi di Roma "La Sapienza" - Piazzale Aldo Moro 5, 00185 Roma