The document outlines various seminars covering topics such as cross-generational marketing, economic inequality, digital dependence, business practices in the USA, and global fashion trends. It includes speaker insights, participant reflections, and an overview of a newly launched master's program in international fashion management. The author expresses personal motivations for attending these seminars and highlights the importance of adapting to societal changes and trends.

1. Assignment 2: Seminars
Portfolio Assignment
Lisa Patané

2. Seminar Overview
 Cross Generational Marketing – J. Van den Bergh November 21 2017
 Artevelde University College
 How economic inequalities harm society – R. Wilkinson November 22 2017
 University of Ghent
 When digital becomes human – S. Van Belleghem December 19 2017
 Artevelde University College
 Doing Business in the USA – E. Kelly February 20 2018
 Artevelde University College
 Fashion Without Borders – AMS May 2 2018
 Antwerp Management School

3. Content summary:
Cross generational Marketing
 J. Van den Bergh is an author of the book How Cool Brands Stay Hot and co-founder of
InSales Consulting. The seminar was about a constantly society change. We are living in a
world where can facts can be alternative facts, where truth and stability are hard to find
and where gender and age are blurring. To cope with this fragile environment, the nextGen
consumers, which are the generations Y & Z, developed an agile mind and they expect the
same agility, speed and good sense of brands. Van den Bergh based himself on dozens of
international experts interviews with senior marketing executives of renowned brands to
share his insights on brands that bond beyond disruption. (InSites nv, 2018)

4. Content summary:
How economic inequalities harm society
 Richard G. Wilkinson (University of Nottingham)
is the world's most famous social
epidemiologist. In 2009 Wilkinson and his wife
Kate Picket wrote the bestselling book The
Spirit Level: Why More Equal Societies Almost
Always Do Better. The book quickly became a
standard work in research on social inequality.
It was translated into 23 languages and adapted
as the 2016 documentary film The Divide.
Wilkinson briefly presented the incredible
amount of statistic proof that forms the basis of
his 2009 book and elaborated on his thesis that
social equality is better for everyone, not just
for the poor. (Comac-Gent, 2018)

5. Content summary:
When digital becomes human
 This seminar presented by S. Van Belleghem was about
how the digital revolution is impacting our lives. We don’t
stand still to it, but it’s becoming more human and
common. People’s lifestyle changes and the humanity
cannot live without it anymore. We actually depend on
technology already and in the future it’s going to be more
and more. Companies will have to adapt because the
customer’s behaviour will change. New face recognition
programs will be more common everywhere we go,
starting in China because they are far advanced in
everything. The performance of people will just go up
thanks to all this technology.

6. Content summary:
Doing business in the USA
 This seminar was given by Elizabeth Kelly, lecturer at Artevelde
University College. As the title clearly speaks for itself, the seminar
was about how to do business in the USA. You need to stand out,
make people notice you because Americans do not like wallflowers.
Also, everything tends to be bigger and more expensive there.
Speaking about the population, Americans seem to be really
friendly but only on the surface. The US is known as the land of
milk and honey because it is full of opportunities, which makes it a
great place for entrepreneurs. Also, children are made familiar with
speaking and giving presentation at a vary young age. It is clearly
stated that children give their first presentation at school by the
age of 7, so being a good public speaker is expected in the US. Last
but not least, failure is worn as a badge of honour, Americans are
assertive and learn from their mistakes.
 Of course, we as Europeans imagine and see the USA like in the
movies, but we need to stand out of that. People are more
isolated, it is a big country with a lot of regional variations and it is
definitely not all like in the movies.

7. Content summary:
Fashion without borders
 Antwerp has a strong reputation as a
creative fashion hub in the world. But
creativity cannot exist without a strong
business foundation. Therefore Antwerp
Management School took it upon itself to
create the first International Master in
Fashion Management. It was a evening with
enthralling speakers, experts, academics
and people with hands-on experience who
debated about the international growth
scenarios are developing and which
competences are needed to become an
international organization. Also, the brand
new master was launched: International
Fashion Management.
(AntwerpManagementSchool, 2018)

8. Own research on
Fashion without borders seminar
As the new master in international management was launched that
evening, I did my research on that as I might follow that after my
IBM studies. On the evening itself I spoke with the Program manager
of the Master and she gave me some basic information but redirected
me to the website of AMS.
The master is actually a one year program all taught in English on
different locations. You start the semester in Antwerp and then on
half of the first semester you are able to go to London for a one week
study trip. In the second semester you will study half of it in Milan and
the other half in Brazil.
This master is actually aimed for students who already acquired a
bachelor's degree with little or no experience, that are interested
in the fascinating world of fashion and are open-minded team
players who want to study in a diversified international context.
(AntwerpManagementSchool, AMS, 2018)

9. Reflections
 Cross generational marketing: I clearly enjoyed the seminar because the speaker made
it very interactive. The content was really necessary as my generations actually was
being discussed on how we behave and will behave in the future. I could find myself in it
and could link the aspects he discussed with my daily life experiences.
 How economic inequalities harm society: honestly I did not find this seminar as
interested as I had expected. The speaker just processed too much information on base
of graphs. The whole seminar graphs were showed on the PowerPoint. I just had
expected some more real life up to date examples instead of number compared to facts.
 When digital becomes human: what I learned from this seminar is definitely to stand
still on how our lifestyle is changing and how we more and more become dependent of
the digital revolution. I clearly enjoyed the seminar and the speakers way of presenting.
The fact that is a up to date subject, makes the seminar very interesting.

10. Reflections
 Doing business in the USA: What I loved about this seminar is that it made me realize I
should stop stereotyping whatever is said over a country. Because it’s truly I was actually
thinking the USA was just like in those movies, but it’s way beyond that. The speaker
was very interactive, which makes it easier to remember what she said.
 Fashion without borders: This seminar truly broaden my way of thinking od my future
live and what I potentially wanted to become. The speakers inspired me and brought
very interesting information for young student like us who want to develop a career into
the fashion industry.

11. Motivation for my own seminars
 How economic inequalities harm society: I honestly hoped this seminar would match
my personal interests but it did not actually do it. When I read the description and saw
the title I was fascinated and looking forward to an interesting seminars linked to the
daily live issues there are right know about inequality. I’m a person who is pro justice
when it comes to this kind of subjects so I really thought this would just broaden my way
of thinking and maybe learn what I can do about it to contribute to the little difference
of solving this giant problem nowadays.
 Fashion without borders: As I was already planning to continue my study career after
IBM with a master’s degree I thought this seminar could be interesting for me. I am
passionate about fashion and I might seek a career into the fashion industry later on.
Fact that not only the new master’s degree was launched and explained, but also fashion
management speakers all over the world came made me warm to just participate as I
could use all the information for my further career. I thought it would also a great
opportunity to network for my internship in my third year.

12. Bibliography
AntwerpManagementSchool. (2018). AMS. Retrievedfrom
https://www.antwerpmanagementschool.be/en/program/master-fashion-
management/
AntwerpManagementSchool. (2018). Eventbrite. Retrieved from
https://www.eventbrite.com/e/fashion-without-borders-being-local-going-global-
tickets-44142234612#
Comac-Gent. (2018). Facebook. Retrieved from
https://www.facebook.com/events/146301229309302/
nv, I. (2018). InSites nv. Retrieved from http://www.insites-consulting.com/paper/fragile/