Instagram como canal promocional de moda de lujo. Estudio de los desfiles como herramientas de comunicación

Belén Moreno Albarracín; Tania Blanco Sánchez

doi:10.26441/RC23.2-2024-3583

Authors

Belén Moreno Albarracín San Jose State University https://orcid.org/0000-0003-1680-7389
Tania Blanco Sánchez Universidad de Extremadura

DOI:

https://doi.org/10.26441/RC23.2-2024-3583

Keywords:

luxury fashion, Instagram, influencers, brand identity, corporate communications, storytelling

Abstract

Luxury fashion brands use Instagram as a channel to disseminate their corporate identities. They try to cover market niches that they did not previously reach due to their exclusive nature, by publishing content about their own events, such as catwalks. Fashion shows have become branding instruments. However, previous literature focuses on the collaborations of these brands with influencers, without giving the main role to the primary sender of the organizational discourse. What formats are used most? With what intention? How does the firm relate to the influencer in the corporate profile? What type of content generates the greatest impact on the audience?

To answer these research questions, this work starts with the main objective of comparing how the most followed fashion luxury brands use Instagram to transmit their identities through the promotion of their fashion shows.

A mixed, quantitative and qualitative content analysis is proposed of the 387 posts published by Dior, Chanel, Dolce & Gabbana, Louis Vuitton and Gucci between February 10 and March 7, 2023, when the weeks of the fashion from Paris, Milan, New York and London.

The analysis reflects a non-proportional relationship between the frequency of publication, the interactions recorded and the percentage of engagement, the latter being higher when the format used is the image participated by an influencer. Likewise, the discursive intention is eminently commercial, with specific products taking center stage even when brand stories are shared.

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Author Biographies

Belén Moreno Albarracín, San Jose State University

Assistant Professor en el Departamento de Publicidad del School of Journalism and Mass Communications de la San José State University, California. Es representante YECREA en la sección de Comunicación Internacional e Intercultural y miembro del grupo de investigación COMEIN de la Universidad Complutense de Madrid. Sus principales líneas de investigación son las nuevas tendencias en comunicación organizacional, con especial interés en el branded content, la identidad corporativa y las comunidades de marca. https://orcid.org/0000-0003-1680-7389, belen.moreno@sjsu.edu

Tania Blanco Sánchez , Universidad de Extremadura

Doctora en Comunicación Audiovisual y Publicidad por la Universidad de Extremadura y licenciada en Periodismo por la Universidad Autónoma de Barcelona. Es profesora del Departamento de Información y Comunicación en la Universidad de Extremadura. Sus principales líneas de investigación son la comunicación organizacional y la comunicación corporativa online. https://orcid.org/0000-0003-4212-7061, taniabs@unex.es

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