 This course provides students with a number of theoretical and empirical approaches to critically assess what does consumption experience mean in contemporary society and to develop a critical lexicon.  The course further investigates the transformations of fashion experience from the perspective of both the brands and the consumers within the new media scenario and digital media convergence  Special emphasis will be placed on the empirical analysis of specific experience of fashion consumption.  By the end of the course students will be able to: 1. understand and analyze how digital media use contributes to shape the consumption and the consumer society.  2. understand and analyze the digital life of brands (in particular fashion brands) within the web 2.0 environments (i.e. social media and more)  3. recognize and define the transformations in the consumer experience.  4. learn the following critical issues: converge culture, participatory culture, networked media space, transmedia storytelling, transmedia branding, spreadability, searchability, customer journey experience etc.  5. Advance one’s ability to work in team and participate in a research project.

Students will be provided with scientific articles and papers according the the specific objective of the course (that may change every year)