Fashion has showed a double face in its relationship with women and power. According with some feminist frameworks, fashion was something women need to release in a male-dominated structure. A new wave of authors claims for a power dressing approach, where fashion is a tool to define the new role of women in society. The study here contributes to this debate through the analysis of fashion in TV series. Representation of women in television series is feeding the women position in society and has already generated an interesting academic corpus. Analyzing power dressing elements in 130 fashion looks of 3 women boss characters (Claire Underwood in House of Cards, Sylvie Grateau in Emily in Paris and Jessica Pearson in Suits), a new stereotype of women is recognized. The study includes a qualitative analysis to understand the context of fashion functions in those series. The analysis concludes with three main uses of fashion in dramedy series: fashion to develop powerful characters; fashion to generate engagement with the audience; and fashion as a commercial tool. The study shows how fashion has become a key element for successful television series.

Companies must share their brand values to employees. When employees clearly understand brand positioning and values, they are more likely to be emotionally engaged. Internal branding leads to a better fulfillment of the brand promise and therefore a better deliverance of the firm to the outside. This paper explores if internal branding is a common practice, how internal branding is in the day-to-day life of retailing companies and its potential to improve commitment from the employee¿s perspective. A survey and an in-depth interview were conducted with 63 employees in different major Spanish fashion and retail players. The study provides findings about how employee¿s commitment increases with internal branding, and the lack of strategy alignment in companies that don¿t use internal branding.

Sustainability strategy at companies has become a key business and management aspect for the development and success of an enterprise. The communication of strategies and actions relating to sustainability has become increasingly important for both companies and brands. This research studies the communication process that forms part of the sustainable strategy of fashion companies, ranging from the corporate website to e-commerce, and it proposes improvements for sustainability communication. Two new models are presented: the Operational Model for Evaluating Fashion Corporate Websites (OMEFCW) and the Operational Model for Evaluating Fashion E-Commerce (OMEFeC), based on the core dimensions of online sustainability communication (orientation, structure, ergonomics and content-OSEC), as established by Siano. In order to obtain an optimal view of the fashion industry, four corporate groups-two luxury fashion groups (Kering Group and Moet Hennessy Louis Vuitton (LVMH)) and two fast fashion groups (H & M Group and Intidex)-are compared. In addition, all of the e-commerce operations of the groups' fashion brands are analyzed, a total of 32 brands. The results show that it is necessary to continue improving in terms of the communication of sustainability within the fashion industry, whilst demonstrating the great deficiency that exists regarding the communication of sustainability in the case of the brands' e-commerce operations, which are precisely the web pages most visited by consumers.</p>

La realidad del mercado de la moda actual demanda nuevas formas de comunicación. A través del caso de la marca de relojes millennial, Daniel Wellington, la investigación tiene como objetivo principal analizar como el modelo 4E puede ayudar a impulsar el influencer marketing desde un enfoque coherente de marca y storytelling. A partir de un análisis de contenido cuantitativo y cualitativo se mide la actividad en red tanto de la propia marca como la de los usuarios, la interacción, y la coherencia de marca a través del relato sobre una muestra de 200 publicaciones relativas al año 2019 y 2020. Los resultados confirman que el éxito de la marca radica en el poder de los micro-influencers y que este tipo de comunicación, que construye marca, responde a la estrategia del modelo 4E.

The digital revolution has transformed the way millennials consume information about fashion. The emergence of new digital platforms (blogs, social networks, online magazines, forums...) expand the possibilities of access to different sources of information. Faced with this new reality, professionals and academics pose multiple questions: Do millennials still read fashion magazines or just see magazines web sites? Are they interested in fashion books? Do blogs still have readers or do they only consume information on social networks? Who consumes more information about fashion? This paper aims to answer these questions thanks to the data obtained through the combination of three research techniques: two discussion groups, 22 in-depth interviews and a survey of 1176 millennials. The results show that millennials use multiple sources of fashion information. Magazines are still a source consulted by individuals with a greater interest in fashion. Instagram is the most consulted platform, where millennials are more than 5 hours a day. The websites of fashion brands become key sources of information thanks to the creation of editorial content.

Los estudios sobre el liderazgo de opinio¿n comenzaron con las aportaciones de Paul Lazarsfeld y sus compan¿eros de la Escuela de Columbia (Katz & Lazarsfeld, 1955), cuando Lazarsfeld desarrollo¿ su teori¿a de ¿the-two-step-flow of communication¿ que incidi¿a en los efectos limitados de los medios. Adema¿s, Lazarsfeld indico¿ que la moda, por su dinamismo, era un campo propicio para el ana¿lisis del papel de la comunicacio¿n personal y del liderazgo de opinio¿n. El presente arti¿culo analiza los estudios en este campo entre los an¿os 1950 y 2000; una evolucio¿n en la que se establecen las bases sobre las caracteri¿sticas de los li¿deres de opinio¿n en moda como medidores de la cultura y valores sociales, fuentes de informacio¿n, fuentes de consejo, modelos de comportamiento en moda, fuentes de seguridad para la aceptacio¿n social. La revisio¿n cronolo¿gica de los estudios permite un ana¿lisis en profundidad en el que aparecen las claves sobre el papel de la comunicacio¿n personal, cuestio¿n relevante en la difusio¿n de las tendencias de moda.

The growing interest in fashion bloggers within the field of fashion is generating different kinds of research under the headings of communication and consumer behavior. However, one of the key issues within fashion, such as influence, has not been researched in any great depth so far. This paper seeks to shed some light on this matter and poses the question as to just how many fashion bloggers can really be considered influential. Through an analysis of the characteristics of what has been considered "influential" within the field of research, and based on a research project that focuses on Spanish bloggers, we can discover which bloggers are influential, what the attributes are that define them, and how we can locate them.

El Libro Blanco de la Influencia Responsable es una iniciativa de iCmedia promovida por la Comisión Europea, a través del proyecto SIC-SPAIN 2.0 (Safer Internet Center Spain 2.0) cofinanciado por la Unión Europea a través del programa CEF-Telecom, convocatoria Safer Internet (CEF-TC-2020-1). El Libro Blanco de la Influencia Responsable ha sido realizado por iCmedia en colaboración con ISEM Fashion School, ConEse Consulting y NewLink Spain. Este libro tiene como objetivos promover la influencia responsable en las redes sociales, definir el ecosistema de la influencia, identificar las palancas que impulsan la confianza en torno al Influencer y mejorar la credibilidad, transparencia y eficacia del sector. El Libro Blanco tiene su origen en el conocimiento adquirido por iCmedia a raíz del desarrollo del Influencer Trust Label (ITL). El ITL es un proyecto cofinanciado por la Unión Europea, en el que iCmedia ha trabajado durante los últimos 18 meses. A través de él, iCmedia ha creado una Etiqueta de Confianza para los perfiles de las redes sociales de los Influencers. Esta etiqueta establece unos indicadores de responsabilidad y transparencia, que distinguen a aquellos influencers, marcas y agencias que actúan de modo responsable. Para realizar la Etiqueta de Confianza ITL se trabajó con influencers de toda España a través de focus groups. El Libro Blanco de la Influencia Responsable es el resultado de una gran conversación entre los stakeholders que forman el ecosistema de la influencia: usuarios y consumidores, influencers, marcas, agencias, medios de comunicación, plataformas sociales, instituciones y organizaciones, y reguladores. Entre todos, se dibujan y proponen los pasos a seguir para hacer real un entorno de influencia responsable. Para llevar a cabo este proyecto, se ha realizado una exhaustiva recogida de información a través de más 40 entrevistas en profundidad a los representantes más destacados de los agentes que componen el ecosistema de la influencia digital. Durante estas entrevistas, se ha analizado la situación actual, descrito los retos y palancas de cambio de la influencia responsable, y se han determinado las recomendaciones y pasos a seguir para crear un entorno de influencia responsable promovido por todas las partes implicadas.

This paper analyzes how consumers are interacting with brands in the new digital context. The question research is if there is any homogenization of user behavior when dealing with brands in the e-commerce or not. The paper study Digital User Behavior in Fashion e-commerce, for this purpose, user behavior of Fast Fashion (FF) and Luxury-Premium (LP) e-commerce webpages are investigated. Therefore, a group of 20 fashion brands was selected: 10 of these brands belonged to the FF category and the other 10 to the LP category. User digital behavior is analyzed using six Key Digital Behavior Variables (KDBV), all performative variables that represent how consumers interact with brands through their web pages, based on web user session analysis. Studying digital user behavior enables us to get to know fashion brand consumers and users better. As we have observed, there are increasingly few differences between the behavior of FF web site users and LP web site users.