Social Media and Fashion, a Dialogue with Marcelo Burlon

Marcelo Burlon, an Argentine entrepreneur who has based his success on networking and the use of social media, will speak tonight at Bocconi on "Authenticity and Social Media - The basis of success of a streetwear brand." The appointment is at 6pm in Aula Magna Gobbi, where Alberto Grando, Vice Rector for Development and Andrea Rurale, Professor of Marketing in both the programs in Marketing Management and Economics and Management in Arts, Culture, Media and Entertainment, will also speak. The event, held in English, is organized in collaboration with the student association Bocconi Students for Fashion.

The conference will focus mainly on Burlon and on how he built his brand, "County of Milan," represented by a line of T-shirts that became a success all over the world, with revenues of 9m euros and 250 stores worldwide (including Milan, Paris and Tokyo).
Burlon's success factors include the use of social networks - especially Facebook and Twitter - and the ability to interpret the economic and social situation: given the economic recession, new generations require less expensive products that allow them to create an original look with few elements. Thus the concept of streetwear was created, a style of fashion that recalls the style of gangs and life in the city.

As emphasized by Andrea Rurale: "Social media is the perfect tool for fashion brands to engage their customers online. Like social media, fashion is all about self-expression. Although you may not realize it, what you wear reflects your emotions and personality, just like your last tweet or Instagram post. A fashion brand with an engaging social media presence is able to visually stimulate its potential customers and give them a rich and varied experience of the brand's artistic concept."