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.

From a symbolic and cultural approach to the social movements, framing theory has contributed to explain meanings and strategies for mobilization. Also, the theory has evolved in the media research, and media frames have to be also considered in the collective action. This paper clarifies how frames work in this context and describes their ability to give legitimization and congruence to the movement. The case of Black Lives Matter is an example of the use of framing and its consequences for the movement.

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>

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.

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.