Revistas
Revista:
SUSTAINABILITY
ISSN:
1937-0695
Año:
2021
Vol.:
13
N°:
20
Págs.:
11363
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>
Autores:
Cantoni, L.; Cominelli, F.; Kalbaska, N.; et al.
Revista:
STUDIES IN COMMUNICATION SCIENCES
ISSN:
1424-4896
Año:
2020
Vol.:
20
N°:
1
Págs.:
121-125
Revista:
REDMARKA. REVISTA ACADEMICA DE MARKETING APLICADO
ISSN:
1852-2300
Año:
2020
Vol.:
24
N°:
2
Págs.:
180-200
Revista:
PRISMA SOCIAL
ISSN:
1989-3469
Año:
2019
N°:
24
Págs.:
186 - 208
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.
Revista:
REVISTA INTERNACIONAL DE HISTORIA DE LA COMUNICACIÓN
ISSN:
2255-5129
Año:
2018
Vol.:
1
N°:
10
Págs.:
99-121
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.
Revista:
JOURNAL OF GLOBAL FASHION MARKETING
ISSN:
2093-2685
Año:
2018
Vol.:
9
N°:
1
Págs.:
40 - 58
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.
Revista:
STUDIES IN COMMUNICATION SCIENCES
ISSN:
1424-4896
Año:
2018
Vol.:
18
N°:
2
Págs.:
439-460
Revista:
REVISTA DE ESTUDIOS DE JUVENTUD
ISSN:
0211-4364
Año:
2017
Vol.:
118
Págs.:
129-144
Revista:
REVISTA DE COMUNICACION
ISSN:
1684-0933
Año:
2014
Vol.:
13
Págs.:
60-83
Capítulos de libros
Libro:
Fashion Communication
Editorial:
Ed. Springer
Año:
2021
Págs.:
117 - 128
Libro:
HCI in Business, Government and Organizations: 7th International Conference, HCIBGO 2020, held as part of the 22nd HCI International Conference, HCII 2020, Copenhagen, Denmark, July 19-24, 2020, Proceedings
Lugar de Edición:
Cham
Editorial:
Ed. Springer
Año:
2020
Págs.:
521 - 534
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.
Libro:
Fashion Communication in the Digital Age
Lugar de Edición:
Cham
Editorial:
Springer International Publishing
Año:
2019
Págs.:
259-275
Libro:
Fashion Tales. Feeding the imaginary
Lugar de Edición:
Berna
Editorial:
Petter Lang
Año:
2017
Págs.:
105-124
Libro:
Handbook of research on Global Fashion Management and Merchandising
Lugar de Edición:
Hershey
Editorial:
Business Science Reference
Año:
2016
Págs.:
211-230
Libro:
Fashion Spaces. Geographical, Physical and Virtual
Lugar de Edición:
Coimbra
Editorial:
Cojuntura Actual
Año:
2016
Págs.:
61-76
Libro:
Moda en el entorno digital
Lugar de Edición:
Barañain
Editorial:
EUNSA
Año:
2015
Págs.:
111-122