Estrategias de comunicación y marketing de marcas de lujo y fast fashion durante la crisis del COVID-19 (Ensayos)
This article provides a state of the art on the communication and marketing strategies that fashion brands have carried out during the period of COVID-19 confinement. For this purpose, a bibliographic review of articles that meet the aforementioned thematic and methodological criteria (content analy...
| Authors: | ; ; |
|---|---|
| Format: | Article |
| Status: | Published version |
| Publication date: | 2022 |
| Country: | Ecuador |
| Institution: | UASB |
| Repository: | Repositorio Universidad Andina Simón Bolivar |
| Language: | Spanish |
| OAI Identifier: | oai:repositorio.uasb.edu.ec:10644/8755 |
| Online Access: | http://hdl.handle.net/10644/8755 |
| Access Level: | Open access |
| Keyword: | COMUNICACIÓN DE MASAS ESTRATEGIA EMPRESARIAL MERCADEO MODA PANDEMIA COVID-19 CRISIS SANITARIA COMMUNICATION AND MARKETING |
| _version_ | 1878406911639945216 |
|---|---|
| author | Crespo Pereira, Verónica |
| author2 | Sánchez Amboage, Eva Membiela Pollán, Matías Enrique |
| author2_role | author author |
| author_browse | Crespo Pereira, Verónica Membiela Pollán, Matías Enrique Sánchez Amboage, Eva |
| author_facet | Crespo Pereira, Verónica Sánchez Amboage, Eva Membiela Pollán, Matías Enrique |
| author_role | author |
| collection | Repositorio Universidad Andina Simón Bolivar |
| description | This article provides a state of the art on the communication and marketing strategies that fashion brands have carried out during the period of COVID-19 confinement. For this purpose, a bibliographic review of articles that meet the aforementioned thematic and methodological criteria (content analysis) has been carried out. The results show a similarity of strategies and actions carried out by 10 luxury brands, as well as by three fast fashion brands at the beginning of COVID-19. Although the COVID-19 crisis prevents brand fashion brands from adopting product promotional strategies, it does allow work on the reputation and brand image among its different stakeholders. The pandemic creates a favorable context to show the most humane and supportive facet of brands. The results reveal that communication strategies look for the creation of brand affinity and community feelings through valuable and entertaining social media content. On the other hand, social platforms informed employees and society about the work of brands to maintain templates and ensure health safety at work. The campaigns for the donation of material and financial resources allow, in turn, to make visible, through the media, the brand’s commitment to the community. |
| eu_rights_str_mv | openAccess |
| format | article |
| id | EC_98da7b60fc8a7bca4b731ca16a2ed22f |
| identifier_str_mv | Crespo Pereira, Verónica, Sánchez Amboage, Eva y Membiela Pollán, Matías Enrique. "Estrategias de comunicación y marketing de marcas de lujo y fast fashion durante la crisis del COVID-19". Uru: revista de comunicación y cultura. 5 (I Semestre, 2022): 123-134. 2631-2514 |
| institution | UASB |
| instname_str | Universidad Andina Simón Bolivar |
| language | spa |
| network_acronym_str | EC |
| network_name_str | Ecuador |
| oai_identifier_str | oai:repositorio.uasb.edu.ec:10644/8755 |
| publishDate | 2022 |
| publishDateSort | 2022 |
| publisher | Quito, EC: Universidad Andina Simón Bolívar, Sede Ecuador |
| publisherStr | Quito, EC: Universidad Andina Simón Bolívar, Sede Ecuador |
| reponame_str | Repositorio Universidad Andina Simón Bolivar |
| spelling | Estrategias de comunicación y marketing de marcas de lujo y fast fashion durante la crisis del COVID-19 (Ensayos) Crespo Pereira, Verónica Sánchez Amboage, Eva Membiela Pollán, Matías Enrique COMUNICACIÓN DE MASAS ESTRATEGIA EMPRESARIAL MERCADEO MODA PANDEMIA COVID-19 CRISIS SANITARIA COMMUNICATION AND MARKETING This article provides a state of the art on the communication and marketing strategies that fashion brands have carried out during the period of COVID-19 confinement. For this purpose, a bibliographic review of articles that meet the aforementioned thematic and methodological criteria (content analysis) has been carried out. The results show a similarity of strategies and actions carried out by 10 luxury brands, as well as by three fast fashion brands at the beginning of COVID-19. Although the COVID-19 crisis prevents brand fashion brands from adopting product promotional strategies, it does allow work on the reputation and brand image among its different stakeholders. The pandemic creates a favorable context to show the most humane and supportive facet of brands. The results reveal that communication strategies look for the creation of brand affinity and community feelings through valuable and entertaining social media content. On the other hand, social platforms informed employees and society about the work of brands to maintain templates and ensure health safety at work. The campaigns for the donation of material and financial resources allow, in turn, to make visible, through the media, the brand’s commitment to the community. El presente artículo realiza un estado del arte sobre las estrategias de comunicación y marketing que las marcas de moda han llevado a cabo durante el período de confinamiento por la pandemia del COVID-19. Para dicho objetivo se ha revisado la bibliografía de artículos que cumplen con el criterio temático mencionado y con un criterio metodológico (análisis de contenido). Los resultados muestran una similitud de estrategias y acciones llevadas a cabo por diez marcas de lujo, así como por tres marcas de moda rápida, al inicio de la pandemia del COVID-19. Pese a que la crisis sanitaria impide las estrategias promocionales de producto, sí permite trabajar en la reputación e imagen de marca entre sus diferentes stakeholders. La pandemia crea un contexto favorable para presentar la faceta más humana y solidaria de las empresas. Los resultados apuntan hacia estrategias comunicacionales que fomentan el sentido de comunidad y afinidad con la marca mediante contenidos de valor y entretenimiento para los seguidores de sus redes sociales. Las plataformas también se emplean para informar a empleados y a la sociedad sobre la labor de las compañías por mantener las plantillas y velar por la seguridad sanitaria en el trabajo. Las campañas de donación de recursos materiales y económicos permiten a su vez visibilizar, a través de los medios de comunicación, el compromiso de la marca hacia la comunidad. Quito, EC: Universidad Andina Simón Bolívar, Sede Ecuador Crespo Pereira, Verónica, Sánchez Amboage, Eva y Membiela Pollán, Matías Enrique. "Estrategias de comunicación y marketing de marcas de lujo y fast fashion durante la crisis del COVID-19". Uru: revista de comunicación y cultura. 5 (I Semestre, 2022): 123-134. 2631-2514 http://hdl.handle.net/10644/8755 |
| spellingShingle | Estrategias de comunicación y marketing de marcas de lujo y fast fashion durante la crisis del COVID-19 (Ensayos) Crespo Pereira, Verónica COMUNICACIÓN DE MASAS ESTRATEGIA EMPRESARIAL MERCADEO MODA PANDEMIA COVID-19 CRISIS SANITARIA COMMUNICATION AND MARKETING |
| status_str | publishedVersion |
| title | Estrategias de comunicación y marketing de marcas de lujo y fast fashion durante la crisis del COVID-19 (Ensayos) |
| title_full | Estrategias de comunicación y marketing de marcas de lujo y fast fashion durante la crisis del COVID-19 (Ensayos) |
| title_fullStr | Estrategias de comunicación y marketing de marcas de lujo y fast fashion durante la crisis del COVID-19 (Ensayos) |
| title_full_unstemmed | Estrategias de comunicación y marketing de marcas de lujo y fast fashion durante la crisis del COVID-19 (Ensayos) |
| title_short | Estrategias de comunicación y marketing de marcas de lujo y fast fashion durante la crisis del COVID-19 (Ensayos) |
| title_sort | Estrategias de comunicación y marketing de marcas de lujo y fast fashion durante la crisis del COVID-19 (Ensayos) |
| topic | COMUNICACIÓN DE MASAS ESTRATEGIA EMPRESARIAL MERCADEO MODA PANDEMIA COVID-19 CRISIS SANITARIA COMMUNICATION AND MARKETING |
| topic_facet | COMUNICACIÓN DE MASAS ESTRATEGIA EMPRESARIAL MERCADEO MODA PANDEMIA COVID-19 CRISIS SANITARIA COMMUNICATION AND MARKETING |
| url | http://hdl.handle.net/10644/8755 |