Localization Strategies in Fashion Influencer Marketingan exploratory study

  1. Maddalena Tentori 1
  2. Patricia SanMiguel 2
  3. Marta Torregrosa 3
  1. 1 Universita della Svizzera italiana
    info

    Universita della Svizzera italiana

    Lugano, Suiza

    ROR https://ror.org/03c4atk17

  2. 2 ISEM Fashion Business School Universidad de Navarra
  3. 3 Universidad de Navarra
    info

    Universidad de Navarra

    Pamplona, España

    ROR https://ror.org/02rxc7m23

Show affiliations +
Journal:
Revista Panamericana de Comunicación

ISSN: 2683-2208

Year of publication: 2023

Issue Title: La comunicación de moda: un puente entre la marca y el consumidor

Volume: 5

Issue: 1

Pages: 51-68

Type: Article

DOI: 10.21555/RPC.V5I1.2866 DIALNET GOOGLE SCHOLAR lock_openOpen access editor

More publications in: Revista Panamericana de Comunicación

Abstract

The Internet is an environment without borders, where fashion brands connect with their consumers, especially through social networks. Instagram, TikTok or YouTube have become the preferred channels to establish a personal and bidirectional communication with followers and at the same time a commercial communication channel. One of the social media marketing strategies that fashion brands are using the most is Influencer marketing. In recent years, academic studies in relation to influencer marketing have increased significantly. However, the literature shows that there are still many gaps in which it is desirable to develop studies. In this sense, marketers are often faced with the dilemma of carrying out campaigns with global influencers or, on the contrary, localizing their strategies using influencers from the countries, cities, or areas where the communication and marketing campaign will be developed, allowing a better interaction with the language, traditions, and culture of the target audience. This exploratory study aims to provide a better understanding of the relationship between influencer marketing and localization strategies. To do so, it analyzes the influencer marketing strategies of five fashion and lifestyle brands (Daniel Wellington, Sephora, APM Mónaco, H&M, and Dolce & Gabbana) observing the global or local approach of their actions with influencers and their con-sequences.

Bibliographic References

  • Andrade, A. D. (2009). Interpretive research aiming at theory building: Adopting and adapting the case study design. The qualitative report, 14(1), 42.
  • Borchers, Nils S. 2019. “Editorial: Social Media Influencers in Strategic Communication.” nternational Journal of Strategic Communication 13 (4): 255–60. https://doi.org/10.1080/1553118X.2019.1634075
  • Cheon, H. J., Cho, C. H., & Sutherland, J. (2007). A meta-analysis of studies on the determinants of standardization and localization of international marketing and advertising strategies. Journal of International Consumer Marketing, 19(4), 109-147.
  • Dodson, I. (2016). The art of digital marketing: the definitive guide to creating strategic, targeted, and measurable online campaigns. John Wiley & Sons.
  • Ewers, N. L. (2017). # sponsored–Influencer Marketing on Instagram: An Analysis of the Effects of Sponsorship Disclosure, Product Placement, Type of Influencer and their Interplay on Consumer Responses (Master’s thesis, University of Twente).
  • Fan, S., Hansen, M. E., Lo, Y., & Tishkoff, S. A. (2016). Going global by adapting local: A review of recent human adaptation. Science, 354(6308), 54-59.
  • Femenia-Serra, F., Gretzel, U., & Alzua-Sorzabal, A. (2022). Instagram travel influencers in# quarantine: Communicative practices and roles during COVID-19. Tourism Management, 89, 104454.
  • Francisco, E., Fardos, N., Bhatt, A., & Bizel, G. (2021). Impact of the COVID-19 Pandemic on Instagram and Influencer Marketing. International Journal of Marketing Studies, 13(2), 20-35.
  • Influencer.com, and Globalwebindesx.com. 2020. “The Age of Influence: How COVID-19 Has Propelled Brands into the Era of Influencer Marketing.” https://www.influencer.com/research-report-influencer
  • Jacobson, J., & Harrison, B. (2022). Sustainable fashion social media influencers and content creation calibration. International Journal of advertising, 41(1), 150-177.
  • Jaradat, A., Mohamad, N. A., Asadullah, A., & Ebrahim, S. (2015). Issues in Location Based Marketing: A Review of Literature. International Journal of Scientific and Research Publications, 5(1), 1-4.
  • Kapferer, J. N., & Bastien, V. (2009). The specificity of luxury management: Turning marketing upside down. Journal of Brand management, 16(5-6), 311-322.
  • Kura, M. (2020) What Is Content Localization? How To Build a Strategy. At : https://www.semrush.com/blog/web-localization-strategy-how-to-localize-content-like-a-marketer/
  • Li, Yung-Ming, Cheng-Yang Lai, and Ching-Wen Chen. 2011. “Discovering Influencers for Marketing in the Blogosphere.” Information Sciences 181 (23): 5143–57. https://doi.org/10.1016/j.ins.2011.07.023
  • LISA. (2007). The Localization Industry Primer. An introduction to preparing your business and products for suc- cess in international markets. Romainmôtier: Localization Industry Standards Association.
  • Liu, S., Perry, P., Moore, C., & Warnaby, G. (2016). The standardization-localization dilemma of brand communications for luxury fashion retailers’ internationalization into China. Journal of Business Research, 69(1), 357-364.
  • Munro,G.(2019)”How brands can localize their visual content strategy at a global scale” WARC. See at https://www.warc.com/content/article/bestprac/how_brands_can_localise_their_visual_content_strategy_at_a_global_scale/127197
  • Noris, A., SanMiguel, P., & Cantoni, L. (2020). Localization and cultural adaptation on the web: An explorative study in the fashion domain. In HCI in Business, Government and Organizations: 7th International Conference, HCIBGO 2020, Held as Part of the 22nd HCI International Conference, HCII 2020, Copenhagen, Denmark, July 19–24, 2020, Proceedings 22 (pp. 474-492). Springer International Publishing.
  • Pym, A (2012). Website Localizations. Oxford University Press.
  • Quelhas-Brito, P., Brandão, A., Gadekar, M., & Castelo-Branco, S. (2020). Diffusing fashion information by social media fashion influencers: understanding antecedents and consequences. Journal of Fashion Marketing and Management: An International Journal, 24(2), 137-152.
  • SanMiguel, Patricia. 2020. Influencer Marketing: Conecta Tu Marca Con Tu Público. 1a ed. Acción Empresarial. Editorial Almuzara.
  • SanMiguel, Patricia, Simone Guercini, and Teresa Sádaba. 2019. “The Impact of Attitudes towards Influencers amongst Millennial Fashion Buyers.” Studies in Communication Sciences 18 (2): 439–60. https://doi.org/10.24434/j.scoms.2018.02.016.
  • Saravanakumar, M., & SuganthaLakshmi, T. (2012). Social media marketing. Life science journal, 9(4), 4444-4451.
  • Sheridan, M., Moore, C., & Nobbs, K. (2006). Fast fashion requires fast marketing: The role of category management in fast fashion positioning. Journal of Fashion Marketing and Management: An International Journal.
  • Shu Wei Ting, D., Carin,L., Dzau,V., & Wong,Y.(2020) ”Digital technology and Covid-19” Nature Medicine 26,459-46.1
  • Simon-Miller, F. (1986). World marketing: Going global or acting local? Five expert viewpoints. Journal of Consumer Marketing.
  • Stockdale, R., & Standing, C. (2006). An interpretive approach to evaluating information systems: A content, context, process framework. European journal of operational research, 173(3), 1090-1102.
  • Sudha, M., & Sheena, K. (2017). Impact of influencers in consumer decision process: the fashion industry. SCMS Journal of Indian Management, 14(3), 14-30.
  • Yu, S., & Hu, Y. (2020). When luxury brands meet China: The effect of localized celebrity endorsements in social media marketing. Journal of Retailing and Consumer Services, 54, 102010.
Data source: Dialnet