Cuando las empresas de moda se transformanen empresas de comunicación: los casos de Benetton,Net-a-Porter y Loewe

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Publicado: Aug 26, 2024
DOI: https://doi.org/10.17163/uni.n41.2024.02
Palabras clave:
Digitalización, moda, comunicación, marcas, desintermediación, evolución, creadores de contenido, estrategia

Contenido principal del artículo

Teresa Sádaba
ISEM Fashion Business School. Universidad de Navarra
https://orcid.org/0000-0002-2441-5724
Carmen Azpurgua
ISEM Fashion Business School. Universidad de Navarra
https://orcid.org/0009-0003-6668-9568
Pedro Mir
ISEM Fashion Business School. Universidad de Navarra
https://orcid.org/0000-0003-1832-7602

Resumen

El contexto digital ha provocado la transformación de las marcas de moda en algo más que meras productoras y distribuidoras de artículos de moda. En un contexto de desintermediación, a través de sus páginas de venta online o de las redes sociales, las marcas son emisoras y canales de comunicación directos para las audiencias. Esta transformación implica cambios profundos de las empresas de moda. Supone también nuevos desafíos para las estrategias de comunicación de las marcas. A través del método del caso, este trabajo realiza una aproximación a tres marcas de renombre y significativaspor su relación entre moda y comunicación: Benetton, Net-a-Porter y Loewe. El análisis desvela, por un lado, la evolución sufrida por las marcas de moda en las últimas décadas y su papel comunicador. Por otro, profundiza en el papel de la comunicación en el sector de la moda, en un contexto donde la comunicación meramente comercial da paso a nuevos formatos y experiencias. Elejemplo de los fashion films resulta paradigmático. Las conclusiones muestran de este modo un cambio estratégico para la comunicación de la moda. Semodifica la conexión con el producto, el tono y el tipo de mensajes emitidos. Además, se observa una evolución de las marcas, que se constituyen también como empresas de comunicación, donde resultafundamental entender al consumidor como una audiencia informada.
 

Detalles del artículo

Número
Núm. 41: (septiembre 2024-febrero 2025). Nuevos desafíos en la comunicación de las marcas de Moda. Una visión desde el periodismo, la publicidad y la sociología del consumo
Sección
Dossier Temático
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Biografía del autor/a

Teresa Sádaba, ISEM Fashion Business School. Universidad de Navarra

Teresa Sádaba is a full professor at the Department of Public Communication of the School of Communication, University of Navarra. She has a doctorate and a degree in Journalism from the University of Navarra with an extraordinary award, a degree in Political Science by UNED. Fulbright scholar at George Washington University and visiting scholar at the University of Texas at Austin. Dean of ISEM Fashion Business School. She has published in several international journals such as Television and New Media, International Communication Gazette, Journal of Global Fashion Marketing, Sustainability, or Fashion Practice. The Journal of Design, Creative Process & The Fashion Industry.

Carmen Azpurgua, ISEM Fashion Business School. Universidad de Navarra

Carmen Azpurgua es doctora en Humanidades por la Universidad Rey Juan Carlos de Madrid, profesora de Cine y Moda y subdirectora de ISEM Fashion Business School, Universidad de Navarra. Su investigacion se centra en el area de lo visual y la moda, con publicaciones en torno al cine y las series y el uso de la moda en estos formatos.

Pedro Mir, ISEM Fashion Business School. Universidad de Navarra

Pedro Mir is Assistant Professor of Marketing at ISEM Fashion Business School. He gained his Bachelor’s Degree at Economics at University of Navarra and reached his Master in Business Administration at ESADE Business School. He has a PhD in Social Sciences from Universidad CEU Abat Oliba and his research focus is based on Marketing Strategy, and Online Marketing. He combines executive and academic positions currently as Academic Director at ISEM Fashion Business School at the University of Navarra. He’s visiting Scholar at Boston College (MA, USA). He is main researcher at the Asymmetric Qualitative Analysis for Marketing Management Research Center - AQUAMM (Boston, USA) and was key speaker and chair at the American Marketing Association Summer Conference 2016. Pedro published in several international journals such as Industrial Marketing Management, Journal of Global Fashion Marketing, Journal of Brand Management or the Journal of Business-to- Business Marketing  

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