Using choice-based conjoint analysis, this research explores consumer behavior for sustainable fashion in Spain. We confronted consumers through an online survey with a real marketplace situation in which they had to make trade-offs between different attributes and where the importance of the price factor was explicitly considered. Specifically, the information available for consumers on clothing hangtags - price, country of origin, material composition, and (with/without) fair-trade label - was used to study consumer preferences for sustainable fashion products. Furthermore, we examined how consumers ponder the five dimensions of sustainable fashion - functionality, authenticity, exclusivity, localism and equity. Based on a sample of 1,063 respondents, the results indicate that price is still the critical purchasing driver for the average consumer. 31.9% of the sample always chose the lowest price-tag independently of the other attributes. Combining the conjoint results, the attitude towards the five dimensions of slow fashion, and demographics, we identified four clusters of consumers: Sustainability Rejecters, Sustainability Neutrals, Sustainability Believers, and Sustainability Enthusiasts. Ninety-two consumers, 8.65% of the sample, appear to buy sustainable fashion regularly. This endorses and significantly adds to the literature on sustainable fashion consumer behavior in a flourishing market and to the attitude-behavior gap research.

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.

Applying complexity theory tenets in analyzing findings from prior research on the impacts of democracy and authoritarianism on countries¿ quality-of-life and happiness inform answering this question accurately. The study here constructs and empirically tests algorithms on how democracy and authoritarianism impact QOL and happiness. The propositions include the following views. First, full democracy (D) is necessary but insufficient in indicating high QOL and high happiness. The research findings in the present study support this first proposition. Second, full authoritarianism is a necessary condition but its insufficient for indicating nations¿ outcome conditions of high Gini index (Gini), low ethical behavior (~E), and low GDPppp (i.e., ~GDPppp). The findings support a revision to this second proposition: full authoritarianism is sufficient for indicating each of these three outcome conditions. Third, (a) nations having high QOL are high in happiness (H) consistently, (b) even though as variables QOL and H do not exhibit a symmetrical relationship (i.e., some nations having low QOL have high H). This study supports the perspectives that applying complexity theory tenets and asymmetric case-level outcome algorithms are useful for generalizable theory construction, empirical confirmation, and insightful information for enacting national policies that will increase national QOL and happiness.

Digitalization has reconfigured the landscape in the fashion media ecosystem. New species have emerged within the environment. Today, fashion magazines compete with numerous fashion and lifestyle content providers, questioning their role as the sole authority when it comes to deciding ¿what is fashionable¿ and challenging their monopoly when it comes to prescribing aesthetic tastes. The purpose of this study is to analyze the case of Vogue to illustrate how species can adapt to the ecosystem. Vogue¿s original response, as reflected in the different initiatives we have studied, enables us to draw up a map of players within the fashion industry, one in which the magazine serves as an institution and not only as a member of the media. In this respect, our conclusions highlight the importance of the public, as opposed to the medium itself, based on an understanding of communication as a social rather than a technological phenomenon.

La revolución digital ha irrumpido con fuerza en las campañas electorales y ha cambiado los paradigmas tradicionales de la comunicación política al insertar nuevos actores que quitan el protagonismo habitual de los partidos políticos como principales actores de las campañas. Así, las campañas hoy en día las hacen ciudadanos anónimos en las redes o grupos organizados en torno a una causa. Este trabajo pone la atención sobre un nuevo factor para las campañas ¿ la moda - y estudia los casos de tres campañas en Latinoamérica donde la moda ha tenido un papel relevante. El artículo desarrolla un marco teórico donde se pueden observar las relaciones entre moda y política, y su poder simbólico y comunicativo. Desde ahí se exploran, mediante el estudio de casos, dos ámbitos donde el juego de la moda es importante para las campañas: 1) el simbolismo de la moda usado en campañas, como con la falta de corbata en el atuendo de Gabriel Boric o los zapatos rojos de Guillermo Lasso, y 2) el uso de la influencia y de los fashion influencers, como en el caso de la mega influencer Mariana Rodríguez, esposa del gobernador elegido en Nuevo León, y su papel en la campaña. Las conclusiones de este trabajo señalan el papel de la moda en la política en el contexto digital, y abren posibilidades nuevas tanto para investigadores como para los expertos en campañas electorales, reforzando la idea de que, para ganar las batallas de la opinión pública, la moda puede ser un elemento más relevante que los discursos.

The study here assesses the systematic variability of service performance assessments in customer reviews placed in alternative online social media platforms in the travel industry as well as responses to the firm's requests for customer evaluations. The research includes an empirical study conducted by a national (Spanish) hotel chain of nine corporately-owned properties (hotels). Data-analyses were performed of data collected for the nine hotels from TripAdvisor and Booking.com, as well as internal data from the hotel chain's customer data files. The findings support the general conclusion that hotel reviews on different social media platforms vary in systematic ways. TripAdvisor reviews consistently include the largest share of detractors across all social media platforms in this study, ranging from 11 to 51%. This study contributes useful benchmarks for the relative differences in performances in customer experience assessments across different social media platforms.

Although many cases of the so-called Cancel Culture in the American and British colleges and are taking place nowadays, social science researchers claim for a better understanding of the phenomenon and a clarification of the concept. In this context, cultural perspectives can be an interesting tool to illuminate facts and meanings. This paper tries to contribute to this debate introducing theoretical aspects as well as case studies from the Hispanic context. To achieve this goal, first three different approaches to the Cancel Culture (critical, institutional, and moral) are explained. Then, we examine the role of social media and the new fear of isolation, connecting Cancel Culture with the classic theory of the spiral of silence (Noelle-Neumann, 1974). We complement the theoretical discussion with an exploratory work on cases of Cancel Culture in different Hispanic countries. Observing characteristics of those cases we can conclude that they do not follow the traces of the Anglosaxon world, but they share some aspects of the culture of fear in the new digital context. This is the first academic work in this field for the situation in Latin America and Spain.

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.

Los millennials están ligados a la tecnología y a las nuevas formas de comunicación. A través de las redes sociales, los millennials se relacionan con las principales marcas multiplicando la interacción y evolucionando constantemente las percepciones con estas, hecho que contrasta con otras generaciones que no podían relacionarse de forma tan rápida y frecuente con las marcas. Mediante el estudio de las percepciones que tienen los millennials sobre Zara, H&M, Louis Vuitton y Gucci se busca conocer el posicionamiento de cada una de estas marcas entre el target seleccionado, los millennials españoles, así como también comprender la posición que ocupan entre los millennials. Se observa una asociación moderada entre atributos y marca y un alto grado de reconocimiento y notoriedad.

This is a theoretical paper about managerial marketing variables that describe new dimensions of the marketing mix. The paper discusses the current 4P's model of marketing and its variables: Product, Price, Place and Promotion. The article suggests a more complete view of the today's marketing management variables. Updating the management model of controllable marketing factors is necessary as the socio-economic evolution must be considered in a business application model. The article explains the reviews the new p¿s and the state of science and proposes new dimensions for strategic decision making in marketing departments and organizations. The proposed model or enlarged P model is composed of 42 variables (4x4=16p) : product, positioning, people, pricing, perceptions, purchase process, prevention, profitability, perdurable, patents, past of time, product life cycle, popularity, promotion, partners, place.

These conference proceedings are the output of one of the first academic events of its nature happening globally, targeting fashion from a communication sciences perspective, including, in a broad sense, cultural heritage studies and marketing. The chapters present theoretical and empirical interdisciplinary work on how various communication practices impact the fashion industry and on societal fashion-related practices and values. The special focus of this volume is how digital transformation is changing the field and its utility to practitioners. Using these academic insights, practitioners can understand the core causes and reasons for trends and developments in the field of fashion communication and marketing.

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.

The following investigation presents a theoretical framework regarding the concept of fashion activism, a historical overview of its presence during the social and political movements of the past 100 years, and an analysis of corporate activism in the fashion industry. The cases studied in this article were originated mainly in the United States and the United Kingdom, though all of them acquired global character. Social media has become a key element for the transformation of fashion activism throughout the past century, magnifying the visibility of the movements and increasing the participation of public figures like brands and designers. The paper concludes with the fundamental role of fashion in the public opinion and leaves with unanswered questions regarding its true impact and commitment for social issues.

The following investigation presents the definitions of cultural heritage, cultural appropriation, corporate reputation to later evaluate how could Cultural Appropriation infringement could be detrimental to a company¿s corporate reputation in the digital context. Two cases of cultural appropriation crisis in the fashion industry are analyzed. On the one hand, the crisis faced by Carolina Herrera due to the similarities of the firm¿s Resort 2020 collection and different cultural elements from communities in Mexico, and on the other hand, the crisis faced by Gucci with a blackface accusation in 2019. The paper leads us to conclude that nowadays cultural appropriation in fashion can lead to a reputational crisis because the different stakeholders of a company in the industry are evolving and demanding from them to be more aware of controversial issues, among those, the misrepresentation of a culture. Also, how digital communication arises new questions for this kind of crisis. Evaluating two of the most recent cases of cultural appropriation helps to shed light on the importance of these issues in the current world.

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.