Hacia un cambio en el sector de moda y lujo. Del dominio del influencer a la marca: Gucci, Loewe y Margiela
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2020
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Universidad de Piura
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Sanz Marcos, P., Pérez Curiel, C., & Velasco Molpeceres, A. M. (2020). Hacia un cambio en el sector de moda y lujo. Del dominio del influencer a la marca: Gucci, Loewe y Margiela. Revista De Comunicación, 19(2), 263–284. https://doi.org/10.26441/RC19.2-2020-A15
Abstract
El influencer, considerado como un activo clave en la estrategia para la comunicación online (Pérez-Curiel y Clavijo-Ferreira, 2017), provoca una pérdida del control sobre las decisiones estratégicas de las marcas de moda debido a su independencia a la hora de desarrollar acciones (Díaz, 2017). Con objeto de describir en qué medida el influencer potencia la identidad de marca y la tendencia de cambio de estrategia en el sector, se diseña una metodología de análisis de contenido comparado de triple enfoque (Silverman, 2016; Krippendorff, 2004) que analiza las cuentas de Instagram de tres firmas de lujo de referencia internacional como Gucci, Loewe y Margiela (posts totales n1= 3756 y específicos n2=240) y desarrolla un panel de expertos (n3=6) dirigido a profesionales y académicos especializados. Los resultados indican cómo se ven afectados los valores e imagen corporativa de las marcas debido al discurso egopersonal de estos perfiles de influencia.
The influencer, considered a key asset in the strategy for online communication (Pérez-Curiel and Clavijo-Ferreira, 2017), causes a loss of control over the strategic decisions of fashion brands due to their independence in developing actions (Díaz, 2017). In order to describe to what extent, the influencer enhances the brand identity and the change in strategy trend in the sector, a triple-focus comparative content analysis methodology is designed (Silverman, 2016; Krippendorff, 2004). It analyzes the Instagram accounts of three international renowned luxury firms such as Gucci, Loewe and Margiela (total posts n1 = 3756 and specific posts n2 = 240) and develops a panel of experts (n3=6) aimed at specialized professionals and academics. The results indicate how the values and corporate image of the brands are affected by the ego-personal discourse of these influence profiles.
The influencer, considered a key asset in the strategy for online communication (Pérez-Curiel and Clavijo-Ferreira, 2017), causes a loss of control over the strategic decisions of fashion brands due to their independence in developing actions (Díaz, 2017). In order to describe to what extent, the influencer enhances the brand identity and the change in strategy trend in the sector, a triple-focus comparative content analysis methodology is designed (Silverman, 2016; Krippendorff, 2004). It analyzes the Instagram accounts of three international renowned luxury firms such as Gucci, Loewe and Margiela (total posts n1 = 3756 and specific posts n2 = 240) and develops a panel of experts (n3=6) aimed at specialized professionals and academics. The results indicate how the values and corporate image of the brands are affected by the ego-personal discourse of these influence profiles.