From July 16 to 18, ISEM Fashion Business School hosted the Global Fashion Management Conference (GFMC), the leading international academic forum on fashion management and marketing. The event brought together distinguished researchers and academics to discuss fashion, business, and artificial intelligence, with Tendam participating as a conference sponsor.
At the closing ceremony, Pedro del Hierro, for the third consecutive year, presented the International Fashion Science Award to Yuniya Kawamura, Professor of Sociology at the Fashion Institute of Technology (State University of New York) and one of the world’s leading scholars in fashion studies. Her book Fashion-ology is widely recognized as a landmark academic reference in the field.
Held under the theme “Marketing and Management in the Era of AI-Driven Fashion Transformation,” the conference explored how artificial intelligence is reshaping the fashion industry and creating new opportunities for brands. The discussions drew on academic research based on a survey of executives from Spanish and British fashion brands, a study to which Tendam contributed.
Over the course of the three-day event, participants examined the impact of AI on areas including marketing, business management, and innovation, sharing insights and experiences that help shape a deeper understanding of the future of the fashion industry.
In addition, Professor Yuniya Kawamura was interested in learning more about Pedro del Hierro firsthand. She was welcomed to the brand’s showroom by Alex Miralles and Nacho Aguayo, the brand’s Creative Directors, together with Cristina Fernández Saldaña, General Manager of ISEM, who introduced her to the brand and presented its latest collection.